在全球觀光興起時代，服務提供者必須提供優質且完整的旅遊體驗，才能使遊客產生難忘回憶、甚至是重遊意願。一般而言，觀光旅遊場域中存有許多體驗線索，而這些線索常會影響遊客服務體驗的認知。因此，如何在觀光旅遊場域中塑造具獨特之體驗線索將是影響遊客整體旅遊體驗和重遊意願的關鍵所在。發展觀光旅遊活動之際，遊客對交通運輸的需求也隨之增加，故交通運輸在旅遊體驗過程中實扮演極為重要的角色。基此，針對觀光型大眾運輸，本研究旨在探討體驗線索對遊客之旅遊體驗、再乘意願或重遊意願影響。

依據服務設計程序，本研究共區分為三大階段。第一階段為「探索定義」階段，針對貓空遊園公車，本研究先透過觀察法來瞭解遊客在使用觀光型大眾運輸服務之體驗線索、旅遊體驗、再乘意願和重遊意願內涵。接著，藉由問卷調查木柵觀光茶園65位遊客，以發掘出現有貓空遊園公車相關問題。第二階段「設計發展」階段，本研究邀請4位具實務經驗的設計師進行新遊園公車的設計共創，以提出新遊園公車設計方案。接著，在第三階段「評估」階段中，本研究針對新、舊遊園公車設計之體驗線索、旅遊體驗、再乘意願和重遊意願進行受測者評估。最後，本研究共收集到100份有效問卷，並且針對新遊園公車設計方案採用T檢定及迴歸分析進行體驗線索對旅遊體驗、再乘意願或重遊意願的影響。

本研究有三項主要發現：1）新、舊遊園公車設計方案之體驗線索、旅遊體驗及再乘意願具有顯著差異；2）針對新遊園公車設計方案之「體驗線索」及「旅遊體驗」會對「再乘意願」產生正向影響」；3）針對新遊園公車設計方案之「旅遊體驗」會對「重遊意願」產生正向影響。最終，本研究針對體驗線索之設計線索、旅遊線索及情感線索構面提出若干遊園公車設計方針。

With the rising of global tourism industry, the service providers should create high-quality with holistic tourism experiences for tourists that could allow them to not only have a memorable experience, but also enhance their revisit intention. Generally speaking, there are so many experience clues in the scenic spots, which consequently influence the perception of tourists in service experience. Based on this, creating a unique tourism experience is crucial for the service providers to enhance the tourist experiences. In fact, the development of the transportation has a major impact on the growth of tourism. Therefore, the public transportation often plays an important role in tourism experience. This study aims to explore the effects of tourism public transport experience clues on tourism experience, repurchase intention or revisit intention from a case study of maokong tour bus.

According to the service design process, this study will be divided into three stages. The first stage is the "exploration & definition" stage. As for maokong tour bus, this study adopted the observational approach to explore experience clues, tourism experience, repurchase intention and revisit intention of tourists. Then, the study investigated 65 participants to discover the current service related issues of maokong tour bus. In the second stage, the "development" stage, the study invited four practiced designers to co-create new maokong tour bus design with good experience clues. The third stage is the "evaluation" stage. In this stage, the study implemented the new maokong tour bus design and compared the features of experience clues, tourism experience and repurchase intention between old and new tour bus designs. Eventually, this study collected 100 valid questionnaires to evaluate the experience clues on tourism experience, repurchase intention or revisit intention of old and new tour bus designs by using two-sample T-test and linear regression.

The results of the study revealed that: 1) there are significant differences of experience clues, tourism experience, repurchase intention and revisit intention between old and new tour bus design; 2) for the new tour bus design, experience clues has a significant positive effect on repurchase intention, and tourism experience also has a significant positive effect on repurchase intention; 3) for the new tour bus design, tourism experience has a significant positive effect on revisit intention. Fianlly, the study proposed two tourism public transport design guidelines for the humanic clues, tourism clues and emotional clues dimensions of experience clues.

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