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Title:	以服務設計方法提升墾丁地區潛水產業發展 Developing SCUBA Diving Industry in Kenting by Service Design Approach
Authors:	顏士傑 Yen, Jack
Contributors:	苑守慈 Yuan, Daphne Soe-Tsyr 顏士傑 Yen, Jack
Keywords:	水肺潛水潛水產業墾丁服務設計洞見商業模式 SCUBA diving Diving industry Kenting Service design Insights Business model
Date:	2018
Issue Date:	2018-08-29 15:51:53 (UTC+8)
Abstract:	台灣四面環海，又地處亞熱帶及熱帶地區，更有黑潮洋流經過創造出得天獨厚的海洋環境。近年來海洋休閒風氣興起，各式各樣的海域休閒活動方興未艾，其中又以水肺潛水活動成長迅速，每年都有數千人學習此項休閒活動取得相關證照。而台灣的海洋環境對於水肺潛水的發展有先天的優勢。其中又以墾丁地區因為國家公園的劃定以及完整豐富的珊瑚覆蓋率，四季如春的氣候，相對於離島更為方便的交通，而成為極為適合發展潛水觀光休閒產業的地區。本論文研究將著重於如何透過服務設計方法，回答研究的問題：如何以服務設計提升墾丁地區休閒潛水產業的發展。在研究中以分析利害關係人開始，藉由訪談獲得利害關係人的意見回饋，以同理心從中找出使用者洞見，再依照洞見得出利害關係人的深入觀點。從而設計出創新的服務模式來解決設計問題。最後，再以商業模式分析以及風險評估檢視依照服務設計方法所建構出的商業模式，期望能夠達到商業模式永續發展的目標。使得墾丁地區甚至於台灣地區的潛水產業發展能夠躍上國際，佔有一席之地。 Taiwan, surrounded by ocean and is located both in sub-tropical and tropical area. There is ocean current passing by at the east of island which create variety of fantastic ocean environment. In recent years, recreational activities in ocean has became more and more popular, many type of ocean activities are raising. SCUBA diving is one of them and thousands of people learnt how to do SCUBA diving and got their SCUBA diving certificates every year. The ocean environment in Taiwan has big advantage to the development of SCUBA diving activities. Kenting area is one of the best location for the development of SCUBA diving industry because of protection of the National Kenting Park, suitable weather of tropical area and convenient transportation compare to other islands. This thesis is focusing on how to develop the SCUBA diving industry in Kenting area through service design methodology to answer the question of study topic. Start from stakeholder analysis to find out key stakeholders and then interview with those identified stakeholders to get their feedbacks. Figure out their insights by empathy approach and then get the point of view of stakeholders. Following, design and create service model form that user`s point of view to solve the design problem. Finally, using business model analysis and risk analysis technique to review the service model created by service design approach to make the business model viable, sustainable, and reliable. Furthermore, hope to help making SCUBA diving industry in Kenting area or even in Taiwan a very famous and successful story to inter-nations.
Reference:	中文資料出版書藉 1. 尤傳莉 (2012)。獲利世代: 自己動手, 畫出你的商業模式。(Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, 原作者: Osterwalder, A., & Pigneur, Y.) 台北: 早安財經文化有限公司。 2. 行政院研究發展考核委員會。(2006)。海洋政策白皮書。 3. 池熙璿 (2013)。這就是服務設計思考! (This is Service Design Thinking: Basics, Tools, Cases, 原作者: Stickdorn, M., Schneider, J.)。新北市: 中國生產力。 4. 吳莉君 (2010)。設計思考改造世界 (Change by Design: How design thinking transforms organizations and inspires innovation, 原作者: Brown, T.)。新北市：聯經出版事業公司。 5. 季晶晶 (2015)。價值主張年代: 設計思考 X 顧客不可或缺的需求= 成功商業模式的獲利核心。原作者: Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A., & Papadakos, T.) 臺北市: 天下雜誌。期刋論文 6. 方恩 (2012)。觀光地區吸引遊客重要因素之研究:以墾丁國家公園為例。國立高雄大學經營管理研究所碩士論文 7. 李明倫. (2015). 休閒水肺潛水員休閒契合度之研究. 樹德科技大學經營管理研究所碩士論文 8. 林高正. (2004). 休閒水肺潛水. 國立體育學院教練研究所技術報告書 9. 黄鈺婷. (2013). 墾丁國家公園遊客動機，滿意度及旅遊後行為意向之研究. 國立高雄大學運動健康與休閒學系(所)碩士論文 10. 凌士恩. (2016). 以系統思考探討潛水產業與海洋環境之永續經營-以墾丁為例. 中山大學海洋環境及工程學系研究所學位論文 11. 張清煌. (2015). 臺灣2003~2013 年休閒潛水意外事故分析. 真理大學休閒遊憩事業學系碩士論文 12. 劉宗名. (2012). 遊客生態旅遊，滿意度與重遊意願之研究 – 以墾丁森林遊樂區為例. 義守大學管理學院管理碩士在職專班碩士論文 13. 劉韋宏. (2017). 墾丁國家公園國內旅客運具選擇行為之研究. 台南應用科技大學國際企業經營系碩士班論文英文資料出版書藉 1. Tim Brown. (2010). Change by Design: How design thinking transforms organizations and inspires innovation. New York city: Harper Business 2. Stefan Moritz. (2005). Service Design. A practical access to an evolving field. London:Lulu.com. 3. Ghazali Musa, Kay Dimmock (2013). Scuba Diving Tourism. New York: Routledge 4. Alexander Osterwalder. & Yves Pigneur.(2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New Jersey: John Wiley & Sons Inc. 5. Scuba Schools International. (2002). Open Water Diver Manual. Scuba Schools International. United States 6. Marc Stickdorn. & Jakob Schneider. (2011). This is service design thinking: Basics, tools, cases (Vol. 1). Hoboken, New York city: Wiley. 期刋論文 7. Stephen K. Kwan and Soe-Tsyr Yuan. (2011). Customer –Driven Value Co-creation in Service Networks, The Science of Service System, (pp. 189-206), Sprinter US. 8. Soe-Tsyr Daphne Yuan & Pei-Kang Hsieh. (2015). Using Association Reasoning Tool to Achieve Semantic Reframing of Service Design Insight Discovery (P. 143-175). Design Studies, 20.
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 105932110
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105932110
Data Type:	thesis
DOI:	10.6814/THE.NCCU.EMBA.067.2018.F08
Appears in Collections:	[Executive Master of Business Administration] Theses

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