近年來，新竹動物園重視遊客服務品質，入園遊客數屢創新高。2012年導入智慧動物園導覽應用程式（應用程式application, APP），遊客可以透過此APP，在觀賞動物時，獲得最多的訊息及介紹。隨著科技的發展及遊憩品質的提升，靜態及單向解說導覽模式部分已不符時代潮流，相關軟硬體設施老舊，以致整體服務品質低落，提升動物園導覽APP的服務體驗已成為一急待解決的重要課題。因此，本研究的目的，在於運用服務設計的觀點來找尋新竹動物園導覽APP之服務缺口，再給予設計改良，並衡量改善後的動物園導覽APP是否使遊客有更好的服務體驗品質。
首先，以服務設計手法繪製出顧客旅程地圖，發掘動物園導覽APP之關鍵服務缺口，接著透過Elito法分析歸納，定義出新的動物園導覽APP之設計方針，再以科技接受模型（technology acceptance model, TAM）理論轉換成服務體驗品質評估問卷，並製作新、舊服務設計模擬影片進行問卷評估。最後，本研究以便利抽樣方式蒐集到86名受測者進行資料分析，評估結果在「可感知的易用性」、「知覺有用性」、「使用者態度傾向」、「使用行為意圖」及「實際上系統的使用」各項構面皆有顯著性。因此，改善後的新服務設計能夠提升動物園導覽APP之服務體驗品質。
綜合研究結果，對於未來動物園導覽APP提出以下建議：1）強化動物園導覽APP的宣傳推廣；2）增加趣味性及互動性的實用功能；3）善用自動感應技術提升動物園導覽APP便利性；4）簡單、易懂的圖文設計及資訊架構；5）導覽地圖、解說牌及動物園導覽APP須整體考量設計。

In recent years, record numbers of visitors have visited the Hsinchu Zoo, and the zoo has put an increasing emphasis on the quality of visitor service. In 2012, the zoo introduced a smart guided tour application (hereinafter referred to as the “Hsinchu Zoo App”) which enables visitors to obtain information on the animals when viewing various exhibits. Due to advancements in technology and demand for higher quality leisure activity, the static and one-directional guided tours of the Hsinchu Zoo are not able to meet the needs of people in today's world, and the zoo's overall service quality is also lagging behind due to outdated hardware and software. Thus, there is an urgent need to improve the service experience of the Hsinchu Zoo App. The goal of this study is to explore the service gaps in the Hsinchu Zoo App from the perspective of service design, make improvements to the App, and evaluate whether the improved Hsinchu Zoo App provides a better service experience to visitors.
First, service design methods were used to determine customer journey maps in the zoo and find the key service gaps in the Hsinchu Zoo App. Next, the Elito method was used to conduct analysis and induction in order to define new design parameters for the Hsinchu Zoo App, then the Technology Acceptance Model was used to help transform the parameters into a service experience quality evaluation questionnaire. Video clips simulating the old and new Hsinchu Zoo App were created and shown to study participants before they filled out the questionnaire. This study used convenience sampling to help collect data from 86 questionnaires for further analysis. The analysis results had significance in the aspects of "perceived ease of use", "perceived usefulness", "attitude towards using", "behavioral intentions of use", and "actual system use". This shows that the new service design of the Hsinchu Zoo App improved the service experience for visitors.
The following items are some suggestions to help improve zoo guide apps based on the results of the study:
1).Enhance the promotion of the zoo guide apps.
2).Add practical functions that are fun and interactive to zoo guide apps.
3).Use automatic sensing technology to improve the convenience of zoo guide apps.
4).Implement simple and easy to understand image/text design and information architecture in zoo guide apps.
5).The overall design should be taken into account when designing zoo guide apps as well as the guided tour maps and exhibit signs.

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