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研究生：	夏露婷 Xia, Lu-Ting
論文名稱：	「智慧旅遊」背景下的旅遊類 APP 之魅力因子研究 Study on the Charm of Tourism Apps under the Background of Smart Tourism
指導教授：	何俊亨 Ho, Chun-Heng
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 工業設計學系 Department of Industrial Design
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	157
中文關鍵詞：	旅遊 APP 、魅力工學、評價構造法、數量化 I 類
外文關鍵詞：	Tourism APP, Miryoku Engineering, Evaluation Grid Method, Quantification Theory Type I
相關次數：	點閱：101 下載：15
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社會經濟的發展以及人們生活壓力的不斷增加，越來越多的人願意通過旅遊來放鬆身心。而旅遊類 APP憑藉操作便捷，內容豐富，可以輕鬆解決旅遊時遇到的難題而受到了大家的歡迎。但隨著旅遊類 APP 市場競爭越來越激烈，使得企業能否擁有足夠的魅力來吸引消費者，增加其使用慾望，成為旅遊類APP 產品需要解決的重要課題。為瞭解旅遊類APP之所以能受大家歡迎的因素，該研究在於設法找出其背後所具有之魅力因素。研究目的有兩個：(1) 運用魅力工學的評價構造法與數量化I類分析，找出受消費者喜愛之旅遊類APP魅力因素。(2)通過分析瞭解高涉入族群和低涉入族群對旅遊APP之魅力要素分別為何，並尋求其魅力項目，再根據研究結果對市面上現有的旅遊APP嘗試提出創新優化的內容，最終帶給使用者提供更好的旅遊體驗。
本研究分為兩個階段，第一階段透過EGM 評價構造法，藉由訪談相關之高涉入使用者歸納出旅遊類APP的魅力特徵。接著透過第二階段的實驗，通過發放問卷調查，對蒐集到的調查結果進行數量化 I 類分析得到各專屬感魅力因素之權重，瞭解消費者傾向之特質，最後得到以下結論：依據數量化 I 類萃取後的旅遊APP魅力因素，發現「安全放心的」和「體貼周到的」兩大魅力因素在旅遊APP中比較會吸引到高涉入族群來使用。而「方便實用的」則比較會吸引到低涉入族群來使用，「獨特創新的」魅力因素在住宿項目中比較會吸引到低涉入族群來使用。得出吸引高涉入族群和吸引低涉入族群的魅力項目，期望可以在幫助消費者提升旅遊體驗之同時，也提供相關企業銷量提升之參考。

With the social economy developing and living pressure increasing, more and more people are willing to relax through tourism. Tourism APPs featured of convenience and rich content can settle down the issue during tour trips, which have become popular among people. However, increasing market competition of tourism APPs brings an important subject that companies could boost the charm to attract customers and increase their usage desire or not. In order to know the reason for such tourism APPs being so popular, this study is the purpose of finding the hidden factor. The study has two purposes. First, use the evaluation construction method of Miryoku Engineering and Quantitative Theory I analysis to find out the charm factors of tourism APPs popular in customers. Second, through analysis, we can understand what the attractive factors of high-involved groups and low-involved groups are to tourism APPs, and seek their charm items. Then Based on the research results, we try to propose innovative and optimized content to the existing tourism APPs in the market, and finally bring users a better travel experience.
This research is divided into two periods. In the first period, through the EGM evaluation construction method, the charm factor of tourism APPs are summarized through interview-related high-involved users. Then through the second period of the experiment, by issuing a questionnaire survey, the collected survey results were quantified Type I analysis to obtain the weight of each unique sense of charm factors, understand the characteristics of consumer trends, and finally reached the following conclusion: based on quantitative the charm factors of the tourism APPs after I extraction has found that the two major charm factors of "safe and secure" and "thoughtfulness" are more attractive to high-involved groups in the tourism APP. The "convenient and practical" will attract low-involved groups, while the "unique and innovative" charm factor will attract low-involved groups in accommodation items. It is concluded that charm items that attract high-involved groups and low-involved groups are expected to help consumers improve their travel experience while providing references for related companies to increase sales.

摘要	ii
SUMMARY	iii
ACKNOWLEDGEMENTS	iv
TABLE OF CONTENTS	v
LIST OF TABLES	ix
LIST OF FIGURES	x
CHAPTER 1 INTRODUCTION	1
1.1 Background and Motivation	1
1.2 Research Purpose	3
1.3 Research Scope and Limitations	4
CHAPTER 2 LITERATURE REVIEW	5
2.1 The Discussion of Smart Tourism in the Current Situation	5
2.2 Miryoku Engineering	8
2.2.1 Evaluation Grid Method	9
2.2.2 Quantitative Theory I	10
2.2.3 Brief Summary	10
CHAPTER 3 RESEARCH METHOD AND STEPS	12
3.1 Experimental Architecture and Process	12
3.2 Pre-experiment	13
3.2.1 Filtering Experiment Samples	14
3.2.2 Interviewee Selection	14
3.3 Experiment and Analysis	15
3.3.1 Qualitative Interview	15
3.3.2 Overall Evaluation Grid Chart	18
3.4 Questionnaire Design and Survey	20
3.5 Brief Summary	20
CHAPTER 4 ANALYSIS	21
4.1 Questionnaire Survey to Obtain Quantitative Data	21
4.2 The Analysis and Discussion of Quantitative Theory I	21
4.2.1 Analysis and Discussion on the Charismatic Features of the " Transportation " Project of tourism APPs	22
4.2.2 Analysis and Discussion on the Charismatic Features of the "Entertainment" Project of tourism APPs	33
4.2.3 Analysis and Discussion on the Charismatic Features of the "Accommodation" Project of tourism APPs	34
4.2.4 Analysis and Discussion on the Charismatic Features of the " Food " Project of tourism APPs	35
4.3 Positive Correlation Attractive Attributes	36
4.4 Brief Summary	43
CHAPTER 5 CONCLUSION	45
5.1 Research Conclusion	45
5.1.1 Comprehensive Comparison of Different Groups	46
5.2 Nine Attractive Items for Building Tourism Apps	50
5.2.1 The Attraction Factors of Tourism Apps of Different Types of Brands	53
5.3 Research Review and Follow-Up Recommendations	55
REFERENCES	57
Appendix A   中文論文	60
第1章 緒論	61
1.1 研究背景與動機	61
1.2 研究目的	63
1.3 研究範圍與限制	63
第2章 文獻探討	64
2.1 智慧旅遊現狀之探討	64
2.2 魅力工學	66
2.2.1 魅力工學與評價構造法(Evaluation Grid Method)	67
2.2.2 數量化理論 I 類 (Quantitative Theory type I)	68
2.2.3 小結	69
第3章 研究方法與步驟	70
3.1 實驗架構與流程	70
3.2 前置實驗	71
3.2.1 樣本篩選	71
3.2.2 訪談對象選定	72
3.3 實驗與分析	74
3.3.1 質性訪談	74
3.3.2 整體評價構造圖	81
3.4 問卷設計和調查	95
3.5 小結	95
第4章 分析與討論	96
4.1 問卷調查取得量化資料	96
4.2 數量化I類之分析與討論	96
4.2.1 旅遊 APP之「 交通 」項目的魅力特質分析與討論	96
4.2.2 旅遊 APP之「 遊玩 」項目的魅力特質分析與討論	105
4.2.3 旅遊 APP之「 住宿 」項目的魅力特質分析與討論	109
4.2.4 旅遊 APP之「 飲食 」項目的魅力特質分析與討論	113
4.3 正相關魅力因素	117
4.4 小結	123
第5章 結論	124
5.1 研究結論	124
5.1.1 不同族群的綜合比較探討	124
5.1.2 建立旅遊APP的九大魅力項目	128
5.1.3 不同類型品牌的旅遊APP的魅力因素	130
5.2 研究檢討與後續建議	132
Appendix B   受訪者之個人評價構造圖	133
B.1  受訪者 A 之評價構造圖	133
B.2  受訪者 B之評價構造圖	134
B.3  受訪者 C 之評價構造圖	135
B.4  受訪者 D 之評價構造圖	136
B.5  受訪者 E 之評價構造圖	137
B.6  受訪者 F 之評價構造圖	138
B.7  受訪者 G 之評價構造圖	139
B.8  受訪者 H 之評價構造圖	140
Appendix C   旅遊APP之魅力特質調查問卷	141
第一部份：個人基本資料	141
第二部分：旅遊APP魅力特徵調查	142
第三部分：旅遊APP魅力特徵調查	145
第四部分：旅遊APP魅力特徵調查	149
第五部分：旅遊APP魅力特徵調查	153


                                    

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