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題 名 | 產業觀光的服務接觸點設計之研究--以信義鄉農會梅子夢工廠為例=Exploring the Service Design on Touchpoints in Industrial Tourism--A Case Study on Dream Works of the Mei |
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作 者 | 黃世輝; 蘇秀婷; | 書刊名 | 科技學刊. 人文社會類 |
卷 期 | 23:2 2014.12[民103.12] |
頁 次 | 頁93-109 |
分類號 | 992.3 |
關鍵詞 | 產業觀光; 服務設計; 服務接觸點設計; 梅子夢工廠; Industrial tourism; Service design; Touchpoint design; |
語 文 | 中文(Chinese) |
中文摘要 | 全球化使台灣產業面臨衝擊,許多地方產業轉型成提供顧客服務的產業觀光園區,也因而更重視服務接觸點設計。其中,位於信義鄉的梅子夢工廠,因其結合在地梅子產業與觀光特色而具代表性。本研究即以梅子夢工廠作為研究個案,以情境訪談法、參與式觀察法等方法,實地獲取相關研究資料,探討產業觀光園區的服務接觸點和特性,以及設計規劃手法、服務藍圖。研究結果顯示,各服務接觸點可依照服務流程分為三階段,為服務前「傳播媒體、品牌」;服務中「導覽解說、展覽活動、體驗活動、氛圍、自然環境、服務態度、產品」;服務後「訊息、網路」等共 11個,而各接觸點有其不同的設計規劃之手法。服務接觸點的特性上,在服務前具「宣傳性、獨特性」;服務中具「專業性、主題性、熱鬧性、趣味性、季節性、主動性、差異性」;服務後具「互動性、資訊性」,將有助於經營者在規劃各接觸點上有清楚的依循方向。最後總結研究結果並繪製此個案的產業觀光服務藍圖,希望作為後續研究服務接觸點之參考。 |
英文摘要 | Many industries have changed their ways of management due to the impact to Taiwan caused by globalization; many of them had turned into Tourism Park to provide service in order to create new values and thus put more emphasis on Service Touchpoint design. Among them, the Dream Works of the Mei (plum) in Sinyi township is the representation due to the combination of local plum industry and tourism features. The study intended to explore the Service Touchpoints, features, and the planning skills of design from the Dream Works of the Mei (plum) via the data from scenario interviews and participant observation. The results show that the service touchpoint can be classified into three steps, including pre-service (media and branding) , the actual service (guiding, exhibitions, experiential activities, phenomena, natural environment, service attitude and product) and post-service periods (message and network) . Each of the Service-Touchpoints has its different manners for designs and plans. The features are as follows: it includes “ advertisement and uniqueness ” in the pre-service stage, “ professional, directional, delightful, interesting, seasonal, initiative and difference”in the actual service stage, 「Interactive and informative」in the post-service stage. The elements above can be helpful to the owners finding their clear directions for planning each touchpoint. Finally, the results were concluded and the blue print of the tourism service to the industry in this case was drawn so as to provide some references to the further studies. |
本系統中英文摘要資訊取自各篇刊載內容。