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.

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