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研究生： 劉思辰
Low, Su-Shin
論文名稱： 從幸福福祉視角探討台灣高齡健康養生旅遊之服務設計模式
Exploring the Service Design Model for Elderly Wellness Tourism in Taiwan from Well-being Perspective
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： 2026
畢業學年度： 113
語文別： 英文
論文頁數： 249
中文關鍵詞： 養生旅遊 、享樂型幸福感 、意義型幸福感 、高齡者 、服務設計
外文關鍵詞： Wellness Tourism, Hedonic Well-being,, Eudaimonic Well-being, Elder, Service Design
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    • 本研究主要係自幸福福祉視角探討台灣高齡健康養生旅遊之服務設計模式。隨著全球高齡人口的發展演進趨勢，特別係亞洲與華人社會的快速高齡化，近年關於老年學與高齡議題之研究逐漸聚焦於自文化與社會脈絡出發的成功老化與健康老化模式，目前的主流研究發現，假期與休閒時間之安排不但可維持長者的生理與心理狀態健康，也能藉由休閒放鬆而改善諸如氣喘與關節炎等生理慢性症狀。因此，就諸如台灣等亞洲高齡社會的孝道家庭文化觀而言，協助父母安排規劃旅遊或親自陪伴父母進行旅遊，如近年興起的養生旅遊等社會活動參與，逐漸成為亞洲華人社會子女表達孝親與照顧高齡父母的方式。然而，自文獻回顧看來，雖然近期研究已檢視了養生旅遊體驗與幸福福祉 (wellbeing) 間的關聯性，也探討了旅遊滿意度與性別年紀在此關係中的調節變數效果，但依然缺乏針對高齡社會脈絡下自旅遊者視角出發的養生旅遊評估，相關研究也建議後續研究者應針對此文化議題投入不同發展中國家與文化脈絡下更聚焦的養生旅遊評估研究。
    因此，本論文研究提出一研究設計架構來回答以上所衍生的幾項研究問題，首先，探討以台灣為例的華人社會在高齡社會下的文化特徵與脈絡，釐清分析隨著旅遊產業脈絡演進的養生旅遊在此高齡趨勢下之角色；其次，藉由文獻回顧引進幸福福祉的理論視角框架，評估台灣參與目前養生旅遊之高齡遊客的未滿足需求與體驗，藉此透過幸福福祉之視角而分析現有養生旅遊歷程中各階段的接觸點，探討由接觸點改善所出發的高齡者中心之服務設計準則與新服務設計模式；同時，透過個案研究方式，以目前台灣推出高齡旅遊的銀髮 e 起玩公司目前所提供的高齡養生旅遊服務作為分析與原型開發案例。
    研究結果顯示，高齡養生旅遊的服務設計模型可基於活躍與非活躍高齡使用者的研究，結合幸福感的觀點進行開發。以現有案例為模型，在旅程中加入了多個服務接觸點，包括旅遊活動的行前期待感設計、驚喜感設計、文學與藝術元素的整合以及團員共創活動等接觸點的規劃，希冀藉此發展可提供未來台灣高齡養生旅遊提供者使用的服務設計準則。

    This research aims to explore the service design model for elderly wellness tourism in Taiwan from a well-being perspective. With the global trend moving toward an aging population, especially in Asia and Chinese societies, recent studies about gerontology and aging issues focused more on healthy and prosperous aging in the context of culture and society. Current research finds that vacation maintains the physical and mental health of the elderly, which not only induces subjective feelings of relaxation but also improves certain chronic conditions, such as asthma and arthritis. Therefore, organizing tours for parents or accompanying parents on holidays, such as the social participation of wellness tourism, is becoming popular for children to express filial piety in the aging Chinese society. However, although the most recent empirical study examined the relationship between wellness tourism experience and well-being and identified both tourist satisfaction and gender-age moderating effects, it still lacks the highlights on exploring tourist perspective in wellness tourism for elderly wellness tourism in the context of an aging society. Meanwhile, the necessary research issue is also suggested to explore wellness tourism in different developing countries and cultural contexts.
    As a result, this study provides a research design to answer the research questions. The characteristics and context of Chinese society in an aging Asian society, especially in Taiwan, was explored firstly to identify the emergent role of elderly wellness tourism in the evolution of the tourism industry in the last twenty years. Then, the theoretical lens of well-being theory and perspective will be adopted to identify the current unsolved needs and experiences of the elders in wellness tourism, thereby conducting the current touchpoint analysis in the wellness tourism journey from the well-being framework and providing a new service design guideline and model for user-centered elderly wellness tourism in Taiwan. A case study of Egoldenyears company in Taiwan will also be conducted to analyze the currently provided wellness tourism package to connect the wellbeing-based touchpoints as a new user journey to a new service design model.
    This researh findings show that the service design model for elderly wellness tourism can be developed based on the active and inactive elder user study with wellbeing perspective adding several service touchpoints such as anticipation design for travel activities, sense of surprise, integration of literature and art component, and co-creation. Finally, a proposed service design guideline for wellbeing-based elderly wellness tourism can be developed as an elder-centered service design principle for future tourism providers in Taiwan.

    Abstract I 摘要 III Acknowledgement V Table of Contents X List of Figures XIII List of Table XV CHAPTER 1 – INTRODUCTION 1 1.1 Research Background 1 1.2 Research Motivation 3 1.3 Research Objectives and Questions 7 1.4 Key Terminology 8 CHAPTER 2 – LITERATURE REVIEW 11 2.1 Development of Aging Society in Asia 12 2.1.1 Trend of Aging Society and Research 12 2.1.2 Aging in Eastern Asia and Chinese Society 13 2.2 Wellness Tourism and Its Evolution 14 2.2.1 Evolution and Types of Tourism 14 2.2.2 Definition and Concept of Wellness Tourism 16 2.2.3 Recent Studies on Wellness Tourism 19 2.3 Theoretical Lens of Well-being 19 2.3.1 Definition and Psychological Approach of Well-being 19 2.3.2 Typology of Wellbeing 21 2.3.3 Aging Society from Wellbeing Perspective 22 2.4 Service Design and Senior Tourism 23 2.4.1 Service Design as an Approach 23 2.4.2 Service Design for Elderly Tourism Type 26 CHAPTER 3 – RESEARCH DESIGN AND METHODS 28 3.1 Research Design 28 3.1.1 Research Concept 29 3.1.2 Research Framework 30 3.3 Research Method 31 3.3.1 In-depth Interview 31 3.3.2 Case Study 32 3.4 Data Collection 32 3.4.1 Source of Data 32 3.4.2 Data Collection Plan 33 3.5 Data Analysis 35 3.5.1 Data Analysis for Wellbeing Evaluation 35 3.5.2 Data Analysis for Service Design Guideline 37 CHAPTER 4 – RESEARCH RESULTS 39 4.1 Data Sources and Participants 39 4.2 Type and Development of Wellness Tourism for Elder in Taiwan 45 4.2.1 Type of Current Elderly Tourism and Wellness Tourism 45 4.2.2 Case Study of Elderly Wellness Tourism in Taiwan 55 4.2.3 Category of Service Components of Elderly Wellness Tourism in Taiwan 57 4.2.4 Summary (Service Components of Current Elderly Wellness Tourism) 62 4.3 Experience and Needs of Elder for Wellness Tourism in Taiwan from the Wellbeing Perspective 64 4.3.1 Measuring Wellbeing in Elderly Wellness Tourism 64 4.3.2 Needs of Hedonic and Eudemonic Wellbeing for Active Elder 68 4.3.3 Needs of Hedonic and Eudemonic Wellbeing for In-active Elder 74 4.3.4 Summary (Wellbeing-based User Study for Elderly Wellness Tourism) 79 4.4 Service Design of Elderly Wellness Tourism from the Wellbeing Perspective 81 4.4.1 Wellbeing Touchpoint Design for Elderly Wellness Tourism 81 4.4.2 Proposed New Service Design Touchpoint and Journey 86 4.4.3 Concept of Storyboard as Service Design Prototype 99 4.4.4 Prototype Testing, and Feedback Analysis 117 CHAPTER 5 – DISCUSSION AND CONCLUSION 121 5.1 Discussion on Current Findings 121 5.1.1 Difference between H- and E- Wellbeing 121 5.1.2 Elderly Behavior in Different User Group 123 5.1.3 Service Design Principles on Elderly Tourism 125 5.2 Implication for Theory 128 5.3 Implication for Practice 130 5.4 Research Limitation 131 5.5 Recommendation for Future Study 132 REFERENCES 135 APPENDIX I Case Study: Egoldenyears 146 APPENDIX II : Type of Current Elderly Tourism and Wellness Tourism 162 APPENDIX III : Interview Outline 167 APPENDIX IV : Supporting Materials for Interviews 172 APPENDIX V : Interview with Inactive-1 and Inactive-2 191 APPENDIX VI : Interview with Active-1 and Active-2 200 APPENDIX VII : Interview with Active-3 205 APPENDIX VIII : Interview with Senior Travel Expert 209 APPENDIX IX : Interview with Service Designer 221 APPENDIX X : Interview with Service Provider 223 APPENDIX XI : Journey Map with Prompt and AI Generated Images with Descriptions 226

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