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研究生: 黃晟嘉
Cheng-Chia Huang
論文名稱: 科技準備度對服務體驗品質影響研究—以台北市剝皮寮歷史街區為例
The Effects of Technology Readiness on Service Experience Quality – Evidence from the Bopiliao historic district in Taipei city
指導教授: 宋同正
Tung-Jung Sung
口試委員: 董芳武
Fang-Wu Tung
葉雯玓
Wen-Dih Yeh
學位類別: 碩士
Master
系所名稱: 設計學院 - 設計系
Department of Design
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 89
中文關鍵詞: 觀光旅遊科技準備度服務體驗品質服務設計剝皮寮歷史街區
外文關鍵詞: tourism, technology readiness, service experience quality, service design, Bopiliao
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  • 雖然科技導向服務可提觀光產業競爭優勢,但是否能真正為遊客帶來較佳的服務體驗品質?為探究此可能的問題解答,以不同世代 [N世代 (14-34歲)、X世代 (35-46歲) 及嬰兒潮世代 (47-65歲)] 遊客為研究對象且以「剝皮寮歷史街區」為服務場域,本研究主要研究目的在探討不同遊客「科技準備度」與不同「服務設計類型」對「服務體驗品質」的影響。
    首先,本研究透過人物誌 (問卷調查與訪談) 來發掘「剝皮寮歷史街區」遊客屬性 (120人/調查) 與遊客對該區之服務體驗期待 (14人/訪談)。基本上,服務體驗可區分成三大組成構面:核心服務、服務人員和服務場域。在核心服務方面,本研究發現各世代遊客皆期待設有「街區特色展覽」;在服務人員方面,各世代遊客均期盼服務人員能更積極與主動;在服務場域方面,嬰兒潮世代遊客較期盼該街區具有「懷舊風格氛圍」,而N世代遊客則在乎有「明確指示標誌」。其次,針對新服務設計評估,透過科技準備度與服務體驗品質兩種量表,本研究進行遊客「科技準備度」與「服務設計類型」對「服務體驗品質」影響調查,調查人數共計73人。本階段的主要發現有四:1) 不同世代遊客對「科技準備度」並無顯著性差異;2) 相較於靜態式設計 (原服務) ,N世代與X世代遊客對互動式設計 (新服務) 之「愉悅感」、「參與感」、「認同感」服務體驗品質有較高滿意,而嬰兒潮世代遊客僅對「參與感」服務體驗品質有較高滿意;3) 相較於「互動式設計」,低科技準備度者對「靜態式設計」之「平靜感」服務體驗品質滿意度較高,而高科技準備度者則反之;4) 「愉悅感」與「認同感」服務體驗品質對「整體滿意度」皆產生正向顯著性影響,且「愉悅感」為主要影響因子。針對「剝皮寮歷史街區」,本研究最後歸結出不同遊客「科技準備度」與不同「服務設計類型」對服務體驗品質會產生影響。除針對設計實務與後續研究提出若干建議外,本研究更冀望研究成果可作為台灣未來觀光產業在服務設計應用上之有用參考依據。


    Even though a technology-oriented service may enhance the strengths of the tourism industry, does it truly bring better service experience quality for tourists? To answer this question, this study investigates different generations of tourists, which are N generation (aged from 14 to 34), X generation (aged from 35 to 46), and baby boomers (aged from 47 to 65), in Taipei Bopiliao Historic District and explores how different levels of technology readiness and types of service design affect the service experience quality.
    First, this study adopted the questionnaire survey and interviews to understand the characteristics of the tourists and tourists’ current and potential percetions on service experience in the Bopiliao Historic District. This study investigated 120 participants in the questionnaire survey and interviewed 14 participants, respectively. In general, the service experience can be divided into three dismensions: core service, employee service, and servicescape. As for core service, this study found that all of three various generations of tourists look forward to seeing “exhibition of local features.” As for employee service, all of three various generations of tourists expect attendants to be more active and involved. As for servicescape, the baby boomer participants expect the district to be nostalgic, while the N generation participants care more about “clear sign indications.” Consequently, this study designed two measurement tools based on technology readiness and service experience quality for the evaluation of new services. After conducting a survey with 73 participants to discover how various levels of tourists’ technology readiness and various types of service design affect service experience quality, this study found that : 1) there was no significant difference in terms of technology readiness tourists among different generations; 2) N and X generations participants received higher degrees of hedonism, involvement, and recognition satisfaction with interactive design as new services than static design as former services, while the baby boomers participants only received a higher degree of involvement satisfaction; 3) low technology readiness participants received a higher degree of “peace in mind” satisfaction with static design than interactive design; 4) hedonism and recognition of service experience quality had a positive affect on “overall satisfaction” and hedonism is the main factor. To sum up, this study found that various levels of tourists’ technology readiness and various types of service design could affect service experience quality in the Bopiliao Historic District. In addition to proposing some suggestions to design practice and future studies, it is hoped that this study can be treated as a reference for the development and application of service design of Taiwan’s tourism industry in the new future.

    一、緒論…………………………………………………………………………………..... 01 1.1 研究背景與動機 ..…………………………………………………………………………... 01 1.2 研究目的 ………………………………………………………………………..................... 03 1.3 研究限制 …………………………………………………………………………................. 04 1.4 名詞解釋 …………………………………………………………………………................. 05 二、文獻回顧 ……………………………………………………………………………... 07 2.1 觀光旅遊 ...……….…………………………………………………………......................... 07 2.1.1 台灣觀光產業 ………………………………………………………………………….. 07 2.1.2 遊客觀光旅遊需求....................…….…………………………………………………... 11 2.2前瞻科技應用……………………..………………………………………………………… 12 2.2.1 在觀光產業中之科技應用…………………………………………………………….. 12 2.2.2在觀光產業中科技之角色扮演….……………………………………………………. 14 2.3科技準備度……………………………………………………………………………………. 16 2.4 服務體驗品質 ……………………………………………………………………................. 18 2.4.1 服務體驗 ……………………………………………………………………………….. 18 2.4.2 服務體驗品質量表...……………………………………………………….................. 22 2.5 服務設計……..……………………………………………………………………................. 24 2.5.1 服務設計 ……………………………………………………………………………….. 24 2.5.2 服務設計工具……...……………………………………………………….................. 25 2.6 剝皮寮歷史街區 …………………………………………………………………………… 27 2.6.1剝皮寮地區歷史沿革 ………………………………………………………………….. 27 2.6.2 剝皮寮地區之再造 …………………………………………………………………. 30 2.6.3 剝皮寮歷史街區之遊客 …….…………………………………………………………. 32 三、研究設計 ………..………………………………………………………………............... 34 3.1 研究架構 …………………………………………………………………………………. 34 3.2 研究方法 …………………………………………………………………………………. 35 3.2.1人物誌法……..……..………………………………………………………………….. 35 3.2.2 問卷調查法…...................………………………………………………………………. 39 3.3 研究對象 …………………………………………………………………………………. 41 3.4 研究工具 …………………………………………………………………………………. 42 3.5 研究流程 …………………………………………………………………………………. 44 四、先期研究…......………..………………………………………………………………............... 46 4.1 受測者基本資料…………………………………..…………………………………………. 46 4.2 受測者之旅遊特性分析 .……………………………………………...……………………. 48 4.3 遊客對「剝皮寮歷史街區」之服務體驗期待…..……………………………………………. 52 4.4 「剝皮寮歷史街區」之人物誌圖……………………………………………………………. 53 4.5 「剝皮寮歷史街區」之服務設計……………………………………………………………. 55 4.5.1 新服務設計概念說明……..…………………………………………………………… 58 4.5.2 新服務設計之實施場域…....…………………………………………………………… 61 4.6 小結 …………………………………………………………………………………………. 62 五、研究發現與討論…………..............................……………………………………….................. 63 5.1 受測者資料說明…………….………………..……………………………………………. 63 5.2 受測者科技準備度………..…………..………..……………………………………………. 66 5.2.1 受測者之科技準備度分析……………………………………………………………… 66 5.2.2 不同世代對科技準備度影響…………………………………………………………… 68 5.3 不同世代受測者之服務體驗….……………..……………………………………………. 69 5.4 科技準備度對服務體驗品質影響……………..……………………………………………. 71 5.4.1 不同「科技準備度」與不同「服務設計類型」對「服務體驗品質」之「愉悅感」構面之差異性比較……………………………….……………………………………… 73 5.4.2 不同「科技準備度」與不同「服務設計類型」對「服務體驗品質」之「平靜感」構面之差異性比較……………………………….……………………………………… 75 5.4.3 不同「科技準備度」與不同「服務設計類型」對「服務體驗品質」之「參與感」構面之差異性比較……………………………….……………………………………… 76 5.4.4 不同「科技準備度」與不同「服務設計類型」對「服務體驗品質」之「認同感」構面之差異性比較……………………………….……………………………………… 77 5.5服務體驗品質對「整體滿意度」之影響…………..…………………………………………. 78 5.6小結………………………………….…………..……………………………………………. 80 六、研究結論與建議………. ……………………………………………….................. 81 6.1 研究結論 ………………..……………………..……………………………………………. 81 6.2 研究建議 ….…………………………...……………………………………………………. 82 6.2.1 服務設計發展之建議…………………………………………………………………… 82 6.2.2 後續研究之建議………………………………………………………………………… 83 參考文獻 …………………………………………………………………………………………… 85 附件一 剝皮寮歷史街區保存大記事 ………………….………………………………………… 94 附件二 人物誌遊客調查問卷………………….……………………...………………………… 97 附件三 人物誌訪談問卷…………….………………………...………………………………… 98 附件四 遊客資料、科技準備度及服務體驗品質問卷……...……….…………………………… 99 附件五 服務體驗品質之T檢定……………………………...……….…………………………… 102

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