強化觀光體驗之服務設計探討與創作

Abstract

服務設計強調以人為出發點，透過有形與無形的媒介，結合不同專業領域， 幫助企業建構完整的服務體驗。近年來服務業的蓬勃發展，服務設計被視為快速 成長的新領域，促使學者從新認知服務設計，並建立其原則（Moritz，2005）。面 對產業日趨多樣，差異化下降，消費者對生活品質要求提高，創新成為企業最重 要課題。 隨著體驗經濟時代的來臨，國人越來越重視在消費體驗過程中所獲得的價值 感受。觀光業是一種服務業，也是一種感官享受的事業（陳堯帝，2003）。在經 濟部工業局的推動下，觀光工廠成為一個新形態的觀光景點，其特色是將產業知 識與在地文化結合，讓觀光兼具寓教於樂的功能，滿足不同觀光旅遊需求，讓旅 遊更豐富與深度化。 本研究旨在探討觀光工廠之服務設計，已位於台北的「維格夢工廠」為研究 案例，經由實地觀察後，建構服務流程圖分析出現有接觸點，為體驗分析焦點， 並依據案例研究結果提供後續創作之依據。 體驗分析採用由加州藝術大學所提出的“體驗設計的觀察與機會”為衡量分 析基礎，將體驗分為六個主要構面：1. 意義(Significance) 2. 觸發(Triggers) 3. 強烈 度(Intensity) 4. 期限( 時間)(Duration(Time)) 5. 廣泛性(Breadth) 6. 相互作用 (Interaction)進行分析。 本創作研究結果透過服務流程的每個體驗接觸點分析，探討體驗的每個構面， 透過體驗的分析，得知必須改善或創新的接觸點。產業觀光不外乎是透過體驗來 創造其核心價值，其方法在透過服務設計的導入來強化顧客體驗。最後，本研究 提出建議，提供業者透過服務設計，強化遊客體驗，以提升企業價值之參考。

Service Design emphasis on People as its service departure. Through both tangible and intangible medium, and by combining with different areas of expertise, service design is to help corporate companies to establish a comprehensive service experience for their targeted groups. In recent years, with the rapid development of service industry, it is considered a fast-growing new territory. By prompting scholars to re- acquaint with service design, principals then can be build upon it (Moritz, 2005). However, with the growing diversities in the industry, the differentiations between services have decreased. Consumers become particularly demanding with quality of life and the services they receive. Innovation, thus become the major task for corporate companies. With the approach of the Experience Economy era, the general public becomes more and more demanding on the value of visual and physical experience they receive from a consuming activity. Tourism is accounted under Service Industry; it is also an industry involving all of our sensual pleasures. (Chen Yao-Di, 2003). Under the impetus of Industrial Development Bureau, Ministry of Economic Affairs of Taiwan, factory tours for tourists become a new form of attraction. The feature of these factory tours are to integrate industry knowledge with local culture, to satisfy tourists with their need, as well as educate and entertain them. These kinds of tours enrich and give more depth to tourism. This study aims to investigate and discuss the service design at factories that offer tours for visitors. Taking “Vigor Kobo,” a traditional Taiwan pastry factory in Taipei, as a case study, through field observations, construct service flowchart to demonstrate the contact points that are currently in place at this company. Base on these contact points as main analytical reference, to further provide subsequent design and solutions. The Experience Analysis will be used base on the workbook module, “Observation and Experience design Opportunities” suggested by the California College of the Arts. This analysis is divided into six dimensions: 1. Significance 2. Triggers 3. Intensity 4. Duration ( Time) 5. Breadth 6. Interaction analysis. The results of this creative study is to see if there could be improvement and new ideas added to the current contact points with the targeted groups through analyzing each service workflow, and by surveying the existing service structure. The core value of creating tourism in a field of expertise, in this case, a factory tour, its ultimate goal is to enhance customer experience through service design. Thus, by suggesting corporate companies to enhance their customers’ experience using service design structure, it is also to help enhancing their corporate image and value.