| Abstract: | 觀光旅遊不再像以前只是參訪既定景點、拍照存證、購買土產或紀念品，現在人們偏向參與當地節慶、都市探索、與當地居民互動交流等，人們對於觀光旅遊的需求將從物質上的獲取逐漸轉變為精神上的體驗，這意味著觀光旅遊將從服務性的移動產業走向「體驗經濟」，而此現象亦造就了「新型態觀光」的誕生。「新型態觀光」旨在幫助消費者達到自我實現，並從觀光活動當中獲得體驗與深度的價值，然而現今相關服務系統卻大多過於強調觀光景點介紹或移動路徑導引，相對地容易忽略觀光活動的本質與觀光者的自主性。本研究乃是基於上述背景，試圖從「觀光旅遊是一種移動行為」的概念著眼，以「移動對於人的意義」作為研究核心精神，對觀光服務電子平台擬定初步的設計指標與評估標準，並以深化「觀光移動過程所產生的心理價值（簡稱：移動價值）」為導引概念，建構一套強調「探索、互動、分享」，且包含個人攜帶裝置、互動型數位資訊、公共分享設施等整合性服務的新型態都市觀光電子平台，並於設計後透過預想使用者與相關領域的專家學者進行電子平台的成效評估。評估結果顯示，多數評估者對於本電子平台透過使用者的操作行為能有效引導出深層價值而感到肯定，其中觀光特質偏為探奇型的評估者對本電子平台有較高的評價，此外亦顯示出評估者對於觀光服務電子平台的內容較為注重其是否能提高使用者在觀光探索、溝通交流、記錄旅程、行程安排上的主動意識。整體而言，運用此電子平台的觀光引導模式應可讓使用者獲得一定程度的移動價值。而本研究期許透過評估結果所修正的設計指標與評估項目，可作為公部門或觀光服務業者在規劃都市觀光策略或設置相關平台時的參考，並使人們在觀光行為當中更能感受到觀光移動的心理價值，進而使社會營造出更優質的移動生活與價值。
Tourism, unlike before, has reached beyond visiting tourist attractions, taking pictures, and spending money on local cuisine and souvenirs. Now, people prefer to participate in local festivals, to explore the cities, and to communicate with residents. Our requirement for travel and tour is gradually changing, from material possession to spiritual experiences; it means that the nature of tourism, a service-providing mobile industry, is shifting into “experience economy”, such phenomenon gave birth to a “new type of tourism”. This “new type of tourism” is meant to help consumers in achieving self-realization, also to obtain experiences and deeper values out of tour activities. Yet in these days, most of the service-related systems are designed to focus on introducing tourist attractions or path guiding, essence of the tour and autonomy of the tourists are relatively easy to neglect.This research, based on the previous statement, tries to focus on the idea “Tour traveling is a mobile behavior”, establishing “the significance of transportation moving to men” as the core value of this research. It provides early possible standards to tourism service ePlatform designs and assessments. The paper emphasizes the moving value coming from tourism moving process, and builds the concept of exploring, interacting and sharing system. These integrated new type of tourism service ePlatforms include private and public ones, for instance, personal handy type, interactive digital information, public sharing installation, etc. The researcher invites ideal users and professionals to evaluate the ePlatform effects afterwards. The results show most evaluators give positive feedback on this tourism service ePlatform because its users afford it more deep values after using it. Especially those “allocentric type” tourism evaluators give it more appreciations. All of them highlight the important content of this ePlatform is to offer its user to have active consciousness with tourism exploring, communicating, trip recording and schedule arranging. All in all, to exercise this ePlatform tourism guide mode could have its user have good moving value. The researcher hopes the governments or related tourism industries could take the advices of modified design standards and assessments after evaluating while they are having new city tourism plans or setting up new platforms. So people could feel more inner moving values while traveling and they can help the society create better moving lives and values. |
