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研究生: 林宗翰
Lin, Tsung-Han
論文名稱: 以背包客觀點初探新創旅店之服務設計模式:以承億文旅為例
Exploring a Service Design Pattern of an Established Hostel for Backpacker’s Expectation: Case Study of Chan-Yee Hotel Day+
指導教授: 楊佳翰
Yang, Chia-Han
學位類別: 碩士
Master
系所名稱: 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年: 2015
畢業學年度: 104
語文別: 英文
論文頁數: 139
中文關鍵詞: 自助旅行背包客青年旅社服務設計
外文關鍵詞: Independent Travel, Backpacker, Hostel, Service Design
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  • 近年來自助旅行的在旅遊業中已逐漸形成一股風氣,自助旅行者以不同的方式旅行,這樣的旅遊方式是經由旅行者自行規劃且安排旅程,過程中不接受任何旅遊業者的幫助。對自助旅行者來說,旅遊應該是更以自我喜好為主,有彈性的安排,而不是隨者旅遊業者規劃。因此,旅行的過程中有很多的因素需要由旅行者自行安排。最近青年旅社在旅行者中造成一股風潮,青年旅社不僅提供住宿,也帶給旅行者們有如家一般氛圍的感受。
    因此,為了提出更實際的策略,此研究以背包客為出發點,運用服務設計架構,輔以層級分析法(AHP)之調查,找出使用者對青年旅社的需求,並以承億文旅集團內新成立之承億輕旅為例,訪問及觀察旅客在青年旅社中所遇到的問題及服務。研究中發現多數的背包客較重視在旅社期間的服務如浴廁及房間大小,其次是在訂房過程中的環境介紹及付款便利性等服務。在輕旅的訪問及觀察中發現雖然旅客對房間大小的滿意度上仍可加強,但旅客對訂房過程的服務已相當滿意。然而,在英文旅遊資訊介紹及早餐等服務的滿意度稍顯不足。因此研究重點是以符合背包客需求,找出實際需改善或加強的服務,提出具可執行性的服務流程的建議。
    在青年旅社中提供可滿足背包客需求的服務為此份研究目的,而研究者將會與”承億文旅”合作,並藉由實習的機會更深入的了調查消費者需求,最後替業者提出一套服務設計流程。

    In recent decades, independent travel has become an increasingly popular trend in the tourism industry. Independent travelers plan and undertake their journey without any assistance from a travel agency or retailer. Indeed, traveling should consist of a flexible itinerary shaped through a self-catering process. Many elements, such as accommodation, should be decided by the travelers themselves. In fact, hostels have recently become a prevailing choice among independent travelers, since many of them provide home-like atmospheres.
    Therefore, in order to propose more practical strategies, backpacker is the center of this research. The framework of service design and the investigation of Analytical Hierarchy Process are used in this research to realize the user’s needs. Light Hotel, a brand of Chan-Yee Hotel+ is as a case study to investigate the problems and services in the hostel. Through the research, the services that backpackers value the most are the room size and quality of bathroom, followed by the introduction of hostel and the convenience of payment. The investigation in Light Hostel show the satisfaction of room size could be enhanced, but most of customers are satisfied on booking process. However, English tourism information and breakfast are a little insufficient. Therefore, the research is to search out the services needed to be improved or enhanced based on backpacker’s need and proposing a feasible suggestion of service pattern.
    In this study, the purpose is aimed to provide the service pattern for backpackers in the hostel. Additionally, this research cooperates with the industry “Chan-Yee Hotel Day+”, that involves the participant observation and intern to deeply realize the needs of customers and eventually providing a service design for hostel industry.

    Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivation 3 1.3 Research Objective 5 1.4 Research Question 5 1.5 Introduction of Case 6 Chapter 2 Literature Review 8 2.1 The Development of Independent Travel 8 2.1.1 The Definition of Independent Travel 8 2.1.2 Type of Different Tourist 10 2.1.3 The Development of Backpacker Travel 13 2.2 The Concept of Backpacker 15 2.2.1 The Characteristic of Backpacker 16 2.2.2 The Travel Motivation of Backpacker 17 2.3 The Trends of Hostel Industry 19 2.3.1 The Definition of Hostel 19 2.3.2 The Development Model of Hostel 21 2.4 Service Design 22 2.4.1 The Definition of Service Design 22 2.4.2 The Process of Service Design 24 2.4.3 The Tool of Service Design 26 Chapter 3 Methodology 34 3.1 Research Framework 34 3.1.1 Research Design 34 3.1.2 Case Study 37 3.1.3 Participant Observation 38 3.2 Research Method 41 3.2.1 Focus Group 41 3.2.2 In-depth Interview 42 3.2.3 Service Design 44 3.2.4 Questionnaire Survey 44 3.2.5 AHP Method 46 3.3 Investigation Plan 49 Chapter 4 Research Results 51 4.1 Results from Site Investigation 51 4.1.1 Background of Case 51 4.1.2 The Philosophy of Case 52 4.1.3 The Operation of Case 53 4.1.4 New Brand Line of Case 54 4.1.5 The introduction of New Brand 55 4.1.6 The Philosophy of New Brand 56 4.2 Source of Data 57 4.2.1 Interviewees in In-depth Interview 57 4.2.2 Participants in Focus Group 58 4.2.3 Participant Observation by Internship 60 4.2.4 Questionnaire Samples 62 4.3 User Profile Analysis 65 4.3.1 A Day in the Life 65 4.3.2 Personas of User 68 4.4 Investigation of User’s Wishes 70 4.4.1 Framework of AHP Analysis 70 4.4.2 Evaluation of Users’ Wish 74 4.5 Investigation of Users’ Touchpoint 78 4.5.1 Analysis of Customer Journey Map 78 4.5.2 Evaluation of Users’ Touchpoints 83 4.6 Summary 86 Chapter 5 Discussion 89 5.1 Proposing Solutions by Service Design Workshop 89 5.2 Selection of Proposing Solutions 94 5.3 Testing Result of Service Design Prototype 101 5.4 Proposed Service Blueprint 105 Chapter 6 Conclusion 111 Reference 115 Appendix 121 Appendix A In-depth Interview with Backpacker 121 Appendix B Focus Group Interview 124 Appendix C AHP Questionnaire 128 Appendix D Interview of Real Customer 135 Appendix E Questionnaire of Case Industry 137 Appendix F Environment of Light Hostel 138

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