客戶信任、互動與專業價值：探討高端客製化旅遊產品的關鍵成功因素

Abstract

高端客製化旅遊在台灣市場日益受到重視，特別是在高端客戶對個人化、深度與專屬體驗需求不斷提升的帶動下，旅遊行程設計師的專業角色愈發重要。本研究聚焦於「客戶信任」、「互動」與「專業價值」三大構面，探討影響高端客製化旅遊產品成功的關鍵因素。研究採用質性訪談法，訪談八年具以上經驗的旅遊行程設計師與高端客戶，並運用主題分析法進行資料歸納。研究發現，高端客戶在選擇設計師時，極度重視被理解的感受，以及設計師主動掌握需求、細緻溝通及即時回應的能力。設計師的專業不僅展現在行程設計、知識與經驗上，更體現在文化素養、人際理解與誠懇服務態度。高度互動與信任感的建立，成為促成高端旅遊交易成功、促進再消費及建立長期合作的重要關鍵。此外，旅遊行程設計師在服務過程中所展現的主動性、彈性及關係經營力，也直接影響客戶對服務價值的認同。信任並非單靠一次交易建立，而是長期互動與真誠交流的累積成果。整體而言，客戶信任、互動品質與專業價值三者緊密連動，是高端客製化旅遊產品能否成功的核心要素。本研究不僅補足過去對行程設計師角色討論的不足，亦為高端旅遊業者在專業人才培育、服務流程設計及顧客關係經營上提供實務建議，期望推動台灣高端旅遊市場之持續創新與發展。High-end customized travel is gaining increasing attention in Taiwan's tourism market, particularly driven by the rising demand from affluent travelers for personalized, in-depth, and exclusive experiences. In this context, the professional role of travel itinerary designers has become increasingly vital. This study focuses on three key dimensions—customer trust, interaction, and professional value—to explore the critical success factors that influence high-end customized travel products. Using a qualitative research approach, the study conducted in-depth interviews with experienced travel designers (with over eight years of practice) and high-end travelers, and employed thematic analysis to interpret the data obtained.The findings reveal that high-end clients place significant emphasis on being understood, and value designers who can proactively identify their needs, communicate attentively, and respond promptly. Professionalism in this context is not limited to itinerary planning or technical knowledge, but also includes cultural literacy, interpersonal sensitivity, and a sincere service toward. The establishment of trust and high-quality interaction plays a pivotal role in facilitating successful transactions, encouraging repeat purchases, and fostering long-term partnerships.Moreover, designers’ initiative, adaptability, and relationship management skills throughout the service process directly affect clients’ perception of value. Trust is not established through a single transaction, but rather through accumulated interactions and genuine engagement. Overall, customer trust, interaction quality, and professional value are closely intertwined and form the core elements that determine the success of high-end customized travel services.This research contributes to bridging the gap in existing literature regarding the role of itinerary designers and offers practical recommendations for talent development, service design, and customer relationship management in the high-end tourism sector. The study aims to support continuous innovation and growth within Taiwan's high-end travel industry.