在今日體驗經濟的時代，如何提供讓遊客留下深刻美好回憶的旅遊體驗，已成為台灣商圈發展面臨的重要課題。藉由了解遊客旅遊前的動機、旅遊中的體驗與旅遊後的滿意度評價，不僅有助於服務提供者檢視遊客整體旅遊行為的全貌，更可提供完善的旅遊體驗服務。基此，以中和華新街商圈為例，本研究旨在探討商圈旅遊遊客之旅遊動機、旅遊體驗與旅遊滿意度之間的關係，以及新服務設計方案對於遊客的旅遊動機、旅遊體驗與旅遊滿意度的影響。
本研究共分為四個階段，分別為議題界定、探索定義、設計發展和成果評估階段。在議題界定階段，本研究回顧相關文獻，以了解研究相關變項之內涵及衡量方式，作為後續問卷設計或操作流程之參考。在探索定義階段，本研究運用觀察法，發掘中和華新街商圈的場域特性及遊客的體驗現況。接著，採用立意取樣的方式，於中和華新街商圈邀請遊客擔任受測者參與問卷調查。最終收集100份有效問卷，將調查結果進行分析和檢定，並發掘商圈旅遊的服務缺口。在設計發展階段中，本研究利用優先矩陣從服務缺口中找出關鍵缺口，並且依據關鍵缺口擬定設計方針。爾後，藉由兩場共創工作坊，讓遊客、商圈利害關係人和設計師一同提出服務設計提案。最後，本研究將設計提案具象化，發展成商圈旅遊的新服務設計方案A、B，方案A為紙本地圖版、方案B為手機導覽版。在成果評估階段，本研究採用網路募集受測者，至中和華新街商圈實際體驗新服務設計方案並參與問卷調查。最終，新服務設計方案A、B各收集有效問卷30份，共60份問卷，將調查結果進行分析檢定並彙整受測者反饋。
本研究的主要發現有：1）針對商圈旅遊，遊客的旅遊動機對於旅遊體驗會有正向的影響，而遊客的旅遊體驗則是影響旅遊滿意度主要原因；2）新服務設計方案能提升遊客的旅遊動機、旅遊體驗與旅遊滿意度；3）新服務設計方案A（紙本地圖版）在旅遊體驗、旅遊體驗的「深度充實」構面和旅遊滿意度方面優於新服務設計方案B（手機導覽版）。綜合以上發現，本研究最終提出若干設計應用和後續研究建議。

In today's age of economic experience, how to provide tourists with a positive memorable tourism experience, has become the focus of the development of Taiwanese shopping district. By understanding the motivations of tourists before tourism, the experience in tourism and the evaluation of satisfaction after tourism, it not only helps the service providers to view the overall tourist behavior of tourists, but also provides a perfect service experience in tourism. Evidence from Huaxin street shopping district in New Taipei City, this study aims to explore the relationship among tourist’s tourism motivation, tourism experience and tourism satisfaction, and the effects of service design on tourist’s tourism motivation, tourism experience and tourism satisfaction.
To do so, the study first adopted the observation method to explore the characteristics of Huaxin street shopping district and the experience of tourists. The tourists were invited to take part in the questionnaire survey in Huaxin street shopping district, and 100 valid questionnaires were collected. Later, this study identified key service gaps to formulate design guidelines. Through two service design workshops, the proposals of service design were made by tourists, stakeholders and designers. Finally, there came out new service design proposals with two versions, which were a paper version and a mobilephone version, and the study collected 60 valid questionnaires (30 valid questionnaires for each versions).
The main findings of this study are: 1) in the shopping district tourism, tourist’s tourism motivation has the positive effect on tourism experience; 2) tourist’s tourism experience has the positive effect on tourism satisfaction; 3) service design has the positive effect on tourist’s tourism motivation, tourism experience and tourism satisfaction, while the paper version is superior to the mobilephone version. Based on the above findings, this study proposes some design and research recommendations.

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