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研究生:周宜瑾
研究生(外文):Yi-Jin Chou
論文名稱:虛實整合服務設計對旅遊體驗和遊客滿意度之影響 -以貓空纜車旅遊服務為例
論文名稱(外文):The Effects of Online to Offline (O2O) Service Design on Tourism Experience and Tourism Satisfaction - Evidence from Maokong Gondola Tourism Service
指導教授:宋同正宋同正引用關係
指導教授(外文):Tung-Jung Sung
口試委員:林廷宜董芳武
口試委員(外文):Tingyi S. LinFang-Wu Tung
口試日期:2016-4-27
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:設計系
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:122
中文關鍵詞:觀光旅遊虛實整合服務服務設計旅遊體驗遊客滿意度
外文關鍵詞:TourismO2O serviceservice designservice designtourism satisfaction
相關次數:
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隨著體驗經濟時代的來臨,如何有效吸引遊客已成為多數觀光旅遊業者業者必須面對的重要課題。在今日資訊科技盛行下,近年來許多虛實整合 (online to offline, O2O) 旅遊服務模式相繼湧現,此模式不僅豐富旅遊產品資訊及內容,更提供給遊客高度便利性。基此,以貓空纜車旅遊服務為例,本研究旨在探討虛實整合 (O2O)服務設計對旅遊體驗和遊客滿意度的影響。

本研究以貓空纜車旅遊服務為例,共分為四個研究階段。第一階段「議題界定」旨在釐清本研究之背景與動機,並回顧相關文獻。在第二階段「探索定義」中,本研究首先運用「影子計畫」了解「現有服務」情形後,以「關鍵事件法」分析「現有服務」之缺口,並透過「問卷調查法」蒐集有效問卷90份了解旅遊體驗及遊客滿意度之現況。在第三階段「設計與執行」中,本研究透過訪談服務提供者確認服務缺口以及未來可能發展方向後,再藉由共創工作坊(服務設計師和遊客) 及優先矩陣定義出4項關鍵服務缺口進行設計。隨後,將提案發展成「虛實整合服務設計」。在第四階段「成果評估」中,本研究先以立意取樣自網路招募101位受測者至貓空以「體驗原型」進行評估,再透過「關鍵事件法」蒐集關鍵事件並請遊客填寫旅遊體驗及遊客滿意度評量,最終蒐集有效問卷90份。本研究透過「現有服務」與「虛實整合服務設計」的關鍵事件比對,探討後者是否填補關鍵服務缺口,並分析問卷調查結果以了解虛實整合服務設計的影響。

本研究主要發現: 1) 現有貓空纜車旅遊服務中具有「排隊時效」、「景點資訊」、「纜車內環境氣氛」、「貓空用餐資訊」4項關鍵服務缺口;2) 「現有服務」和「虛實整合服務設計」對旅遊體驗之「關係」、「感官」以及「實用」構面存在顯著性差異,其中「虛實整合服務設計」雖會提升「關係」體驗,但對「感官」及「實用」體驗產生負向影響;3)針對「虛實整合服務設計」,遊客的「情感」和「關係」旅遊體驗對於遊客滿意度有正向影響。
With the advent of the experience economy, how to effectively attract tourists is an importmant issue in the tourism industry. Due to advances in technology, an innvoative online to offline (O2O) model has increasingly being used in tourism. The mode not only enrichs tourism products but also facilitates travel for tourists. Therefore, this study aims to explore the effects of online to offline (O2O) service design on tourism experience and tourism satisfaction.

The study took evidence from Maokong Gondola Tourism Service and employed a four-step research process. The first stage, identification of issues, was to clearly identify the problems and review the relevant literature. The second stage, exploration and definition, initially identified the whole travel process of Maokong Gondoa through the shadowing method, and employed the Critical Incident Technique (CIT) approach to discover the service gaps of Maokong Gondla. Then, 90 valid questionnaires were collected in order to investigate tourism experience and tourism satisfaction with existing services. The third stage, design and development, began with an interview with service providers to confirm service gaps and the future development of Maokong Gondoa. Based on the results of the interview, the study eventually identified 4 key service gaps and co-created a new service design with tourists and service designers through a service design workshop. In the final stage, delivery and assessment, 101 tourists were invited on the internet to assess the new service design through Experience Prototype in Maokong Gondoa. Again, the study employed the CIT approach to discover critical incidents and identify the differences of the critical incidents between with the existing service design and new O2O service design. In doing so, the study collected a total of 90 valid questionnaires to uncover the effects of O2O service design on tourism experience and tourism satisfaction.

The major findings of this study are: 1) there were four types of service gaps in the existing services, including queue time, tourists attraction information, Gondola atmosphere, and Maokong meal information; 2) the O2O service design has significant effects on relational, sensorial and pragmatic tourism experience; indeed, O2O service design can improve relational tourism experience but has the negative effects on sensorial and pragmatic tourism experience; 3) As for the O2O service design, emotional and Relational tourism experiences have significant and positive effects on tourism satisfaction. Based on the above findings, the study proposed some service design and research recommendations.
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍 3
1.4 重要名詞解釋 4
1.5 研究流程 6
二、文獻探討 8
2.1 虛實整合服務 8
2.1.1虛實整合服務內容 8
2.1.2虛實整合服務技術與概念應用 10
2.1.3觀光旅遊服務虛實整合案例 13
2.2 旅遊體驗 18
2.2.1旅遊體驗內涵與定義 18
2.2.2旅遊體驗衡量構面 19
2.3 遊客滿意度 21
2.3.1遊客滿意度定義與內涵 21
2.3.2遊客滿意度衡量 21
2.4 服務設計 22
2.4.1服務設計的定義與內涵 22
2.4.2服務設計流程 23
2.5 貓空纜車旅遊服務 25
2.5.1貓空地區發展歷程 25
2.5.2貓空纜車設置背景 26
2.5.3貓空纜車介紹 28
三、研究設計 29
3.1 研究架構 29
3.2 研究步驟與方法 30
3.2.1探究階段 (Inquire) 32
3.2.2設計階段 (Design) 37
3.2.3執行階段 (Execute): 42
3.2.4評估階段 (Access) 43
四、研究發現 45
4.1探究階段發現 45
4.1.1服務流程現況 45
4.1.2調查結果分析 47
4.1.3小結 57
4.2設計與執行階段發現 58
4.2.1關鍵服務缺口界定 58
4.2.2虛實整合服務設計概念 63
4.2.3虛實整合服務設計流程 70
4.3成果評估階段發現 81
4.3.1虛實整合服務設計方案體驗原型與評估 81
4.3.2問卷調查法分析 82
4.3.3關鍵事件法分析 88
五、研究結論與建議 102
5.1研究結論 102
5.2研究建議 106
5.2.1設計應用建議 106
5.2.2後續研究建議 107
文獻探討 108
英文文獻 108
中文文獻 112
網路文獻 112
附件 113
附件一 探究階段調查問卷 113
附件二 評估階段調查問卷 115
附件三 虛實整合服務設計與現有服務關鍵滿意事件比較表 117
附件四 虛實整合服務設計與現有服務關鍵不滿意事件比較表 119
附件五 口試委員建議與回覆對照表 121
英文文獻
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中文文獻
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網路文獻
1. Executive Yuan, R.O.C. (2014). Maokong Gondola remains current ticket price. Retrieved from http://www.ey.gov.tw/News_Content.aspx?n=E7E343F6009EC241&s=8F81F10370FF8EB9 (in Chinese)
2. http://yearbook.taipei/ct.asp?xItem=670640&CtNode=21208&mp=100060
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4. WTTC (2017). Economic impact 2017 annual update summary. Retrieved April 24, https://www.wttc.org/-/media/files/reports/economic-impact-research/regions-2017/world2017.pdf
5. 中華民國~通部觀光局I2016)W2013 至 2015 年觀光收支統計表K2016 年 8 月 25 日K取自: http://admin.taiwan.net.tw/upload/statistic/20160803/19bd8b33-b4c6-4750-bdf2-bfeb3
6. 羅之盈. 虛實整合再進化:迎接O2O 大商務時代 [EB/OL] . http://www.bnext.com.tw/article/view/id/28557, 2013-07-11 /2015/07/22.
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