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    题名: 文化旅遊自由行的服務價值網絡
    Service Value Network of Cultural Tourism for Free Independent Travellers
    作者: 俞國興
    Yu, Kuo-Hsing
    贡献者: 苑守慈
    Yuan, Soe-Tsyr Daphne
    俞國興
    Yu, Kuo-Hsing
    关键词: 服務設計
    設計思考
    文化旅遊
    文化觀光
    自由行
    體驗經濟
    Design thinking
    Service design
    Cultural tourism
    Free independent traveller
    Experience economy
    日期: 2018
    上传时间: 2018-08-10 10:28:39 (UTC+8)
    摘要: 隨著台灣海峽兩岸經濟在近年來的高速發展，旅遊產業在華人市場已然成為顯學，旅遊對經濟發展與促進幸福生活舉足輕重。透過旅遊，人類得以看到彼此的美好與善良、欣賞彼此的文化與差異、增進互相了解與尊重。文化旅遊包含空間的移動與古今文化脈絡的學習與理解，其社會與經濟價值比起一般休閒旅遊更高、影響範圍更大，需要截然不同的服務體系。

    本論文提出的服務設計議題是「如何以人為本，整合旅遊內容與社群、旅遊商品提供者以及當地社會與民眾，建立永續經營的生態系，讓自由行旅遊者透過文化旅遊的交流與學習過程，獲得智力與精神的滿足。」

    本論文研究的主題是如何運用系統思維（System Thinking）與設計思維（Design Thinking）的四個步驟：Discover、Define、Develop、Deliver來進行服務設計，打造出一個將文化旅遊的必要知識與技能賦權給自由行旅人的服務系統，透過服務來達成認知升級與自我成長。

    本研究採用顧客驅動價值共創的設計方法與服務系統架構理論，加上服務導向設計邏輯，最終希望創造讓利害關係人得以根據個別角色提供價值進而獲利的平台與生態系。
    Following the remarkable period of rapid economic growth over decades on both sides of the Taiwan Strait, tourism has become the famous doctrine in Chinese-speaking markets. Through travelling, people would enjoy the beauty and kindness of others, appreciate and respect diversified cultures.  Cultural tourism involves physical movement within space, as well as learning and understanding of the cultural context over times. The societal and economic value of cultural tourism is greater, with more significant impact than general leisure tourism, hence requires a different service system.

    The service problem of this thesis is “Based on human-oriented principle, how to integrate travel content, community, commerce, and local society, to  build a sustainable ecosystem to serve free independent travellers so that they would satisfy intellectually and spiritually through cultural tourism activities.

    This thesis focuses on following the four steps of System Thinking and Design Thinking: Discover, Define, Develop, Deliver, to develop a service system which would empower the free independent travellers with necessary knowledge and skills of cultural tourism using the personalized resources attained from the ecosystem stakeholders. This empowerment would  then facilitate the travellers` cognitive upgrade and self-development. 

    This thesis incorporates customer-driven value co-creation design and service system architecture theory with service dominant logic to create a platform and an ecosystem in which all stakeholders may contribute their value based on their specific roles and be mutually beneficial.
    參考文獻: 一. 中文參考文獻
    1. Becker, Elizabeth (2013). Overbooked: The Exploding Business of Travel and Tourism 旅行的異義. 八旗文化
    2. de Botton, Alain (2002/2010) The Art of Travel 旅行的藝術. 上海世紀出版
    3. Griswold, Wendy. (2004). Cultures and Societies in a Changing World. 變動世界中的文化與社會. 學富文化
    4. Lusch, Robert F. & Vargo, Stephen L. (2014). Service-Dominant Logic: Premises， Perspectives， Possibilities. 服務主導邏輯. 中國生產力中心
    5. Smith, Melanie K. (2014). Issues in Cultural Tourism Studies 文化觀光學. 桂魯
    6. Theroux, Paul. (2000). Fresh-Air Fiend. 旅行上癮者. 馬可孛羅文化
    7. Urry, John(1995) 消費場所 Consuming Places. 書林出版
    8. Urry, John & Larson, Jonas (2012). The Tourist Gaze 3.0 觀光客的凝視3.0. 書林出版
    9. 楊正寬 (2016). 文化觀光原理與應用. 揚智文化
    10. 詹偉雄 (2016). 關於旅行的意義. Shopping Design雜誌
    11. 李明璁 (2011). 旅居經驗與觀光凝視的折射／轉向：台灣和日本遊學生的比較研究
    12. 林詠能, 李兆翔,林玟伶, (2010). 藝文環境發展策略專題研究—節慶、觀光與地方振興整合型計畫：以水金九周邊地區為例
    13. 高崇雲. (2006). 以文化觀光理論探討台灣的旅遊振興策略與發展方向, 工商學報
    14. 黃淑文. (2009). 趁著年輕去流浪. 方智

    二. 外文參考文獻
    1. Brown, Tim. (2008). Design Thinking, Harvard Business Review
    2. Dolan, R. J. (2002). Emotion, Cognition, and Behaviour
    3. Hall, C. M. & Zeppel, H. (1992). Arts and Heritage Tourism, Special Interest
    4. Kwan, S.K. & Yuan S.T. (2011). Customer-driven value co-creation in service networks. In The Science of Service Systems (pp 189-206). Springer US.
    5. Pine, B. Joseph II& Gilmore, James H. (1998). Welcome to the Experience Economy, Harvard Business Review
    6. Richards, Greg (2007). Cultural Tourism: Global and Local Perspective. The Haworth Hospitality Press
    7. Tourism, Belhaven Press.
    8. Williams, Raymond(1958). Culture is Ordinary in Cultural Theory: An Antholog (2011). Wiley-Blackwell.
    9. Yuan, Soe-Tsyr (2014) Design Thinking for Service
    10. 10.Yuan, Soe-Tsyr Daphne & Hsieh, Pei-Kang. (2015). Using Association Reasoning Tool to Achieve Semantic Reframing of Service Design Insight Discovery, Design Studies, 40, P.143-175.

    三. 網路參考文獻
    1. Childs, Carolyn, How Culture and Heritage Tourism Boosts More Than A Visitor Economy. https://www.mytravelresearch.com/culture-and-heritage-tourism-boosts-visitor-economy/
    2. Europe Commission (2018) Cultural tourism. http://ec.europa.eu/growth/sectors/tourism/offer/cultural_en
    3. 溫朗東. (2017). 中華文化不是台灣文化的上位指導者. http://www.upmedia.mg/pj2_news_info.php?SerialNo=23797
    4. 蔡志浩. (2011). 兄妹離家出走帶來的旅行意義. Retrieved from https://www.businessweekly.com.tw/article.aspx?id=841&type=Blog
    5. 倪偉. (2018). 专家解读文化和旅游部：文化＋旅游正融合为一个产业, 新京报. http://www.bjnews.com.cn/news/2018/03/13/478825.html
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    102932074
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0102932074
    数据类型: thesis
    DOI: 10.6814/THE.NCCU.EMBA.045.2018.F08
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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