以服務設計思維發展優化後浦古蹟街區遊歷體驗的擴增實境平台

Developing an Augmented Reality Platform for Improving the Tourist Experience in Houpu Historic Districts through Service Design Thinking

近年來，擴增實境（Augmented Reality, AR）的應用為古蹟觀光帶來嶄新的沉浸式體驗。然而，針對古蹟景點及周邊商圈之AR應用，從使用者角度出發的使用性與體驗性研究仍然有限。本研究以金門後浦小鎮為研究場域，採用服務設計的方法，系統性探討AR應用於古蹟景點與其周圍商圈的使用性與體驗性。研究分為三個階段：第一階段為平台前測，通過初步開發的「應用程式」進行使用測試、使用者訪談及專家訪談，分析使用者操作流程中的亮點、痛點與服務缺口；第二階段為平台優化，根據第一階段的研究結果進行平台功能優化；第三階段為平台後測，通過60位參與者的使用測試及焦點團體訪談，評估優化後平台「i KINMEN」（實驗組）與現有平台「金門行動旅服」（對照組）在使用性與體驗性上的表現，並探討其對年輕旅客遊歷後浦小鎮的影響。研究結果顯示：（1）在使用性評估方面，對照組平台「金門行動旅服」因「語音導覽」功能的操作簡便性而表現優異；（2）在體驗性評估上，實驗組平台「iKINMEN」的「AR闖關」與「AR必拍」功能更能激發年輕族群於古蹟旅遊中的互動趣味性；（3）就AR在提升觀旅發展的應用而言，本研究建議將相鄰的古蹟景點與周邊商圈整合為「古蹟園區」的概念，藉此提升年輕族群的旅遊體驗，同時促進當地觀光與經濟的整體發展。

In recent years, the integration of augmented reality (AR) into heritage tourism has facilitated innovative and immersive experiences. However, limited research has explored the usability and experiential dimensions of AR applications within heritage sites and their surrounding commercial districts from a user-centered perspective. This study focuses on ''Houpu'' in Kinmen as the field site, adopting a service design approach to investigate the usability and experiential impact of AR applications in both heritage settings and adjacent commercial areas. The research is conducted in three distinct phases: Phase 1 involves the pre-testing of the AR platform through the development of a preliminary ''app,'' coupled with user testing, interviews, and expert consultations to identify key user touchpoints, pain points, and service gaps. Phase 2 centers on platform optimization, informed by the insights derived from the first phase. Phase 3 encompasses post-testing, wherein 60 participants engage in user testing and focus group interviews to evaluate the usability and experiential dimensions of the optimized platform, i KINMEN (experimental group), in comparison to the existing Kinmen Mobile Tourism Service platform (control group). The study also assesses the impact of AR on young travelers' experiences in Houpu. Key findings include: (1) In the usability assessment, the control group’s platform, Kinmen Mobile Tourism Service, outperformed in the ''audio guide'' feature due to its simplicity of operation. (2) In the experiential assessment, the experimental platform, i KINMEN, demonstrated superior engagement among younger users, particularly through its ''AR game'' and ''AR photo'' features, which effectively enriched the heritage tourism experience. (3) In the context of AR-driven tourism development, this study recommends conceptualizing heritage sites and their adjacent commercial districts as integrated ''heritage parks.'' This approach has the potential to enhance the travel experiences of younger demographics while simultaneously stimulating local tourism and economic development.