以服務設計觀點探討樂齡族生態導覽服務歷程體驗

Active Aging Ecotourism Experience from Service Design Perspective

因應樂齡族追求體驗式旅遊的趨勢，本研究旨在透過服務設計觀點與方法，探索其進行生態導覽體驗時的脈絡行為、需求與感受。首先以半結構式訪談，蒐集樂齡族生態旅遊與導覽體驗的需求和期望；並透過親和圖法定義影響樂齡族生態導覽體驗的關鍵因素，作為典型篩選指標。經前期研究，本研究將樂齡族生態遊客區分為消極從眾型、彈性體驗型與積極探索型，並以角色模型描述其相關特質。再邀請上述典型受測者進行參與式工作坊，以脈絡調查法、文化探針與同理心等工具，紀錄典型導覽歷程的服務接觸點、行為特性、需求、情緒感受與想法。根據體驗資料，以五大行為模型、體驗地圖與利害關係人地圖，分析導覽場域內的人、機、環之互動關係與體驗缺口。最後整合樂齡族與利害關係人等觀點，提出以下六項具體改善方針，作為相關生態場域或體驗規畫者的參考：1.確保導覽服務的可接近性、2.透過資訊物件的串聯體驗、3.考量同伴特質的主題式導覽、4.解說員的態度與引導技巧、5.硬體設施作為體驗節點與導覽平台與6.智慧型手機作為導覽的主要媒介。

This study aims to explore the expectation, needs, and trend of active aging eco-tourism with respect to guidance service experience through the service design framework. Semi-structured interviews were first conducted to understand active aging people’s generally experience, needs, and expectation in ecotourism. The interview results were then analyzed using affinity diagram to identify the key factors that can affect aging people’s experience in ecotourism. In this study, the active aging tourists are categorized into three types: passive, elastic, and enthusiasm. Active aging people in each type were invited to participate in a workshop to observe and record their behaviors, experience, and emotional reaction in guidance service using contextual inquiry, cultural probe, and empathy tools. Based on the collected information in the workshop, behavioral models including the flow model, the cultural model, the sequence model, the artifact model, and the physic model, were used to identify experience gaps in guidance service and the interactions between active aging elderly, artifact, and environment. From the study results, there are six recommendations, from active aging people and stakeholder’s perspective, proposed as a reference for relative guidance service providers to improve the ecotourism field: (1) ensure the accessibility of guidance service, (2) connecting service experience with integrated information objects, (3) arranging theme activities by considering the active aging’s characters, (4) the attitude and techniques of tour guide, (5) guidance service hardware facilities and platforms, (6) utilize smart phone as the main tool for guidance service.