科技部專題研究計畫主持人
MOST-109-2410-H-153-031-SSS
未來的旅行—建構智慧觀光服務促進旅客參與模式之研究
The future travel - Research on the model of smart tourism services promoting tourist engagement
科技部
Ministry of Science and Technology
國立屏東大學休閒事業經營學系
Department of Leisure Management, National Pingtung University
莊中銘
Chuang, Chung-Ming
國立屏東大學休閒事業經營學系
Department of Leisure Management, National Pingtung University
莊中銘
助理教授
886-8-7663800 #32646
jonniechuang@gmail.com
計畫執行期間起:2020-08-01
計畫執行期間迄:2022-05-31
2020-08-01
2022-05-31
臺北市與高雄市知名景點之旅客
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001,007
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智慧觀光服務、觀光服務生態系統、旅客參與度、難忘觀光體驗、價值共創性、旅客忠誠度
Smart tourism service, tourism service ecosystem, tourist engagement, memorable tourism experience, co-creation of value, tourist loyalty
本研究成果報告可分為兩部份。 第1部份:新的觀光服務生態系統:概念化智慧旅遊服務平台的量表建構 智慧生態系統構成一智慧平台環境,目的在為實現提供旅客智慧服務,並帶來觀光體驗。然而,儘管運作良好的服務生態系統被視為實現共同創造顧客體驗的主要先決條件,對於企業如何實際構建和持續管理此類服務生態系統仍知之甚少。本研究通過建構一智慧觀光服務量表來揭示組成智慧觀光生態系統的基本部門(要素)及關鍵服務,並以此量表提出一概念性智慧觀光服務平臺的架構。 本研究採用探索性時序混合研究法,操作量表建構與驗證的過程。此過程共包含七個階段在內的三個探索研究:項目生成、項目純化、潛在結構評估、測試結構和測量量表的法理效度。專家定性訪談採用廣泛使用於識別測量項目的模糊德爾菲法,對11位觀光餐旅和6位互聯網和電子商務等領域的專家進行訪談,並進行兩回合調查。定量方面則分別以造訪智慧城市—臺北市和高雄市各知名旅遊景點的旅客為調查對象,共回收1,194份有效問卷。探索性和驗證性因素分析用於探索量表的構面結構並確認此結構之有效性。 本研究建構之智慧觀光服務量表,共包括六個構面(智慧景點服務、智慧交通服務、智慧住宿服務、智慧餐飲服務、智慧購買服務與智慧支付服務)及32個指標題項。本量表整合基礎觀光要素,且奠定合理的理論基礎(S-D邏輯觀點),為智慧服務提供了實用的評估工具。此外,本量表突顯出旅遊過程(旅遊前、中、後)的完整體驗,並揭示智慧服務科技導向的特徵和功能,本研究即依此發現提出相應智慧觀光服務平臺的概念框架以及管理意涵。 第2部份:智慧觀光服務促進旅客參與模式之建構 智慧觀光將觀光資訊與資通訊科技應用整合,提供旅客參與互動並共同創造觀光體驗及價值的服務,智慧觀光服務可說是旅客參與度重要的前置因素。然而,在實際接受智慧觀光服務時,對了解參與度的實證研究卻很有限。本研究延用Part 1所建構的智慧觀光服務面向,探討旅客在接受智慧服務之後,對旅客參與度以及後續的影響,以完成建構「智慧觀光服務促進旅客參與度模式」。 本研究以服務主導邏輯觀點為基礎,發展概念模型架構,並提出研究假設。本研究選取臺北市做為智慧城市旅遊地的調查地點,調查母體則為到訪臺北市幾處知名景點的旅客,並採取便利抽樣法進行間隔取樣,總計回收469份有效問卷。本研究利用結構方程模型進行路徑係數與中介效果分析,以驗證研究假設。 研究結果顯示,除旅客參與度對忠誠度影響以及對其中介效果並不顯著之外,普遍支持本研究提出之概念模型,即智慧觀光服務和旅客參與度均對難忘觀光體驗及價值共創性有顯著正向影響,且智慧觀光服務亦對旅客參與度及忠誠度有顯著正向影響。而難忘觀光體驗和價值共創性均對忠誠度有顯著正向影響。此外,旅客參與度分別在智慧觀光服務與難忘觀光體驗及價值共創性之間發揮了充分的中介作用。最後,本研究於結論針對發現提出討論與重要貢獻所在。
Part 1: New tourism service ecosystem: A proposed scale for the conceptualization of smart tourism service platform A smart service ecosystem is an environment of smart service platforms. However, although a functioning service ecosystem is seen as a major prerequisite for enabling the co-creation of customer experiences, little is still known about how firms can actually construct and continuously manage such service ecosystems. This study recognizes the fundamental sectors/elements and key services involved in a smart tourism ecosystem by developing the smart tourism service scale, and extends the context of the scale to propose a conceptual framework of smart tourism service platform. An exploratory sequential mixed method design was employed. In the process involved three studies of seven stages, Fuzzy Delphi Method for expert qualitative interviews, with 11 tourist experts and 6 internet and e-commerce experts, was adapted to guide the item identification. For quantitative aspect, Taipei and Kaohsiung were selected as the survey site of smart-city destinations, with the subjects being tourists in various tourist attractions of both cities. A total of 1,194 valid questionnaires were returned by using convenience sampling. Exploratory and confirmatory factor analyses were used to explore the dimensional structure of the measure and confirm its structural validity. The developed smart tourism service scale includes six dimensions and 32 items. Essentially, the scale integrates the fundamental tourism elements, lays a reasonable theoretical foundation (service-dominant logic), and provides a practical assessment tool for smart service. Moreover, the scale results in the findings that have relevance for travel practitioners on technological-based characteristics and functions regarding smart tourism service. A conceptual framework of the smart tourism service platform is accordingly proposed. Part 2: Research on the model of smart tourism service promoting tourist engagement Smart tourism applies ICT to provide services for tourists to engage in interaction and jointly create tourism experience and value. Smart tourism service is an important antecedent factor of tourist engagement. However, empirical research on tourist engagement is limited while actually receiving smart tourism service. This study adopts the smart tourism service scale constructed in Part 1 to explore the impact of tourists’ access to smart services on their engagement and subsequent effects, so as to develop a model of smart tourism service promoting tourist engagement. Based on a service-dominant logic perspective, this study developed a conceptual framework and proposed research hypotheses. Taipei City was selected as the survey site for smart-city destination. The population was tourists who visit several well-known attractions in Taipei, and the convenience sampling was used for sampling interval. A total of 469 valid questionnaires were recovered, and structural equation modeling was employed to analyze path coefficients and mediation effects. The findings generally support the conceptual model and indicate that all positive effects are significant among variables, except that tourist engagement has no significant effect on loyalty and no mediating effect on it. Furthermore, tourist engagement is found to fully mediate the relationships between smart tourism service and other dependent variables. The study includes discussions and contributions of the findings.
是,已處理
除檢查有無可識別個人身份資料外,另檢查個案編號是否重複、變項及選項數值說明是否與問卷一致或未被定義,發現前述狀況時,將於確認後協助修改。
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