創新，從有感開始：亞洲機場服務創新之研究

Abstract

根據Skytrax航空調查機構最新公布的2024年世界最佳機場排名，亞太地區有四座機場成功進入前十名，凸顯了該地區機場之間競爭的激烈程度。然而，桃園國際機場僅位列第66名，顯示其在服務表現方面仍有改善空間。因此，有必要進一步深入研究亞洲機場在服務創新和努力方面的實踐，以深入理解機場運營和管理的關鍵要素，並提供寶貴的學術洞察，以改善桃園國際機場的運營效能。為了深入了解亞洲機場的現況，採用參與觀察和深度訪談兩種方法進行資料蒐集。研究者首先飛往亞洲三個代表性機場，包括香港國際機場、新加坡樟宜機場和仁川國際機場，進行詳細觀察。之後，共邀請九位經驗豐富的受訪者，代表不同角色進行深度訪談。通過這些方法，探討受訪者在機場報到過程中的困難、需求和期望，以瞭解機場服務瓶頸和改善空間，根據觀察和訪談結果，繪製出各機場服務藍圖，並發現各機場的創新服務，希望能為桃園國際機場的未來改善提供建議。經研究分析，本研究繪製出各機場的服務藍圖，並發現22項服務創新。結果顯示，亞洲地區機場智慧化服務尚未普及，旅客普遍更傾向於選擇人工報到。新加坡樟宜機場的自助報到機使用率最高，可能與政府長期推動機場智慧化有關。然而，科技應用也面臨挑戰，樟宜機場雖然自動化程度高，但人手不足仍然是問題。部分受訪者表示，儘管政府推行機場自動化，旅客仍需要人工服務支援。經過深入分析整理訪談結果，對於服務創新的定義有了更明確的理解。According to the latest 2024 ranking of the world’s best airports released by Skytrax, four airports in the Asia-Pacific region have successfully made it into the top ten, highlighting the intense competition among airports in Asia. However, Taoyuan International Airport was ranked only 66th, indicating room for improvement in its service performance. Therefore, it is necessary to study further the practices of service innovation and efforts in Asian airports to gain a deeper understanding of the key elements of airport operations and management, providing valuable academic insights to improve the operational efficiency of Taoyuan International Airport.To gain a deeper understanding of the current state of Asian airports, we used participant observation and in-depth interviews for data collection. Researchers first visited three representative airports in Asia—Hong Kong International Airport, Singapore Changi Airport, and Incheon International Airport—to conduct detailed observations. Subsequently, nine experienced respondents representing different roles were invited for in-depth interviews. These methods allowed us to explore the difficulties, needs, and expectations of respondents during the airport check-in process, identifying barrier and areas for improvement in airport services. Based on the observations and interview results, we created service blueprints for each airport and identified their innovative services, aiming to provide recommendations for future improvements at Taoyuan International Airport.After research and analysis, we created service blueprints for each airport and identified 22 service innovations. The results revealed that intelligent services in Asian airports have not yet become widespread, with most passengers still preferring manual check-in. Singapore Changi Airport’s self-service check-in machines have the highest usage rate, likely due to the government’s long-term promotion of airport automation. However, the application of technology also faces challenges. Despite Changi Airport’s high degree of automation, staff shortages remain an issue. Some respondents indicated that despite the government’s push for airport automation, passengers still require support from manual services. Through in-depth analysis and organization of interview results, we gained a clearer understanding of the definition of service innovation.