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论文编号：	2251
作者编号：	2120074037
上传时间：	2010/5/28 9:17:06
中文题目：	休闲渡假产业U化创新服务价值与流程之研究
英文题目：	The Research on Innovative Service Value and Process Of Ubiquitous Resort Industry-Case of Great Forest SPA Resort
指导老师：	吴晓云
中文关键字：	休闲产业 休闲渡假村 U化 创新服务价值
英文关键字：	Leisure Industry; Resort; Ubiquitous; Innovative Servive Value
中文摘要：	在休闲产业竞争日益加剧的环境中，想在产业界占有一席之地，除了产业本身独有特色之外, 如何服务才能贴近游客的需求、提升顾客满意度至为重要,以顾客需求为导向,运用创新的U化技术，引进新的服务模式,在未来产业连结中扮演举足轻重的角色， 产业科技化不单带动科技发展，也将休闲生活带入科技，推动企业可藉由U化科技加速服务,降低管理成本、建立顾客管理系统、简化作业流程，提升经营决策绩效、降低人事及维护成本、提升服务质量。创新服务模式引进休闲产业之运用,更带给传统休闲产业的革命性思维,而其广泛的运用,引导游客进入使用更便捷的科技旅游世界。本文选择休闲渡假村作为研究探讨之对象，如何在建置U化环境中,能在短期内精准的掌握顾客动向及需求，整合公司后端客户信息，主动提供顾客及时且贴心服务,营造U化创新服务价值, 透过智慧科技的结合，为企业创造新的契机。 休闲渡假产业通常设立于海滨、山区、温泉等天然或人文地域特殊游憩区(Gee,1996)，其目标市场与一般观光产业不同之处，在于追求健康休养与育乐为目的，而萧丽娟(2007)，依地点及设施不同分温泉休闲旅馆、海滨休闲旅馆、湖畔休闲旅馆、山区休闲旅馆、赌场游乐休闲旅馆、主题游乐区休闲旅馆等；姚德雄(1997)则依地理位置分：赌场游乐休闲旅馆、休闲型温泉渡假旅馆与海滨休闲旅馆三种。本研究个案之「大板根森林温泉渡假村」即属温泉渡假旅馆。 在面对同业激烈的竞争下，业者除了不断致力于产品创新及促销以吸引顾客外，更要倾听到顾客真实的心声，重视到他们内心的渴望，满足其真正的心理需求。例如知本地区温泉度假饭店业者应在营销上加入体验的元素，除了单纯从重视产品与服务的质量诉求外，更须重视顾客在泡温泉的感受与整个体验的过程，提供消费者一个能触动其情感的体验情境，并以温泉主题性硬件设施和高质量的软件服务，提供顾客注重细节及贴心的服务，来营造出特殊的住宿及泡温泉的体验，创造顾客满意的体验感受，让顾客愿意再次前来。在此前提下,本文研究首先针对渡假村拟定出39种U化创新服务项目型塑创意及收集，并依前端服务的电子票证、腕带式电子钱包及停车卡与后端管理等型态，进行创新服务价值与建置必要程度分析，对于大板根森林温泉渡假村游客采用问卷调查法，共计回收有效问卷455份，运用数理统计方法分析，了解游客对U化创新服务价值期待性与必要性，评估建置创新服务价值项目之效益，依休闲渡假村现有之服务项目规画,探讨其导入U化科技后需具备的服务项目为何，哪些服务项目是游客最期待、最值得投资建置，并依照研究结果提供相关产业规划U化环境之参考。研究结论如下: 一. 游客属性分析 本研究系以大板根旅游之游客为样本，根据调查结果分析显示: 女性游客较男性多，年龄多介于21岁至40岁之间为主，学历以大学及专科居多，职业以服务业、工商业为主，在旅游特性方面；多数游客为不定期出游为主，到大板根的旅游次数以不定期前往最多，而大板根的游客居住地以台湾为最多，其它国家仅占极少数。 二. U化创新服务应用之必要性与期待程度分四大构面分析 分别为前端服务停车卡、前端服务电子票证、前端服务腕带式电子钱包、后端管理, 研究结果显示,以高期待与高必要性之前端服务与后端管理两部份作分析,“前端服务”项目包含“提供重游者与会员快速住房登记”、“大厅柜台设置信息平台提供检索认证搜寻服务”、“饭店内游客信息查询系统”、“预约餐厅订位信息平台”、“餐厅候位区固定式菜单浏览与点餐信息平台”、“主动式顾客接送问候礼仪”、“显示餐厅候位动态信息”、“承载量数据实时显示”、“温泉区寄物柜感应式电子锁”与“客房内设置信息平台提供检索认证数据援寻之服务”、“停车场异常移车状况感测并实时警示”与“入园专属停车指示引导服务”共十二项,游客认为建置的必要性与期待性最高。 对于“后端管理”符合高期待与高必要性项目包含“游憩区孩童安全照护侦测”、“客房内重要物品防窃管理”与“经由感应认证简化结帐退房机制”三项要素，建议企业未来可依照游客对U化创新服务价值期待与必要程度调查分析之结果，作为优先导入U化系统的参考依据。 本研究主体对象仅限于有到大板根森林温泉渡假村旅游之游客，无法概括整体休闲渡假产业。限于调查时间与问项众多且调查对象均为一般游客，因此采用封闭式问卷调查方式，汇集游客潜在服务之需求,无法进一步对受访者作更深入之访谈，而形成本研究之缺憾。 后续研究建议,因本研究仅对单一渡假村做探讨，未来研究可纳入休闲产业内各种不同业态诸如：观光游乐业、旅馆业、休闲农场、民宿、游轮旅游等产业进行更深入探讨以发觉其中之差异。再者研究仅对渡假村U化创新服务价值游客之必要性及期待性作探讨及评估，建议与企业内部组织对其建置必要性及期待性之差异化，作更深入的研究,亦可增加对U化科技导入休闲产业之阻碍因素，提出具体改善办法。 期望借着此研究议题发挥抛砖引玉之效果，引发产业界或学术界人士，持续关切此议题作更深入之探讨，能使U化科技广泛运用于休闲产业，提升产业竞争力，为休闲产业找出新型态之经营契机。
英文摘要：	In the competitive environment, in order to be in possession of the position of leisure industry, in addition to industrial own unique character, how services can be closer to the needs of visitors and satisfy customers, are of paramount. Industries also have to make their service customer-oriented, apply innovative Ubiquitous Technology, introduce new service patterns, which may lead to an important role in future industry links. Technological industry is not only driven technological development, but also brings leisure life into technology, which promotes U-technology accelerated services, reduces management costs, establishes customer management systems, simplifies operational procedures, enhances business decision-making performance, reduces personnel and maintenance costs, and enhance service quality. The introduction of innovative service models into leisure industry brings revolutionary thinking of traditional leisure industry. Its extensive utilization guides visitors into more convenient technological travel. This study selects resort for the research target. This study is going to explore how to build up a U-environment in order to accurately meet customers' tendency and needs in a short period, integrates back-end customer information in a company, actively provides customers with timely and thoughtful service, and create a U-innovative services value, which makes new opportunities for enterprises through a combination of the intellectual technology. Leisure industries usually establish on seashore, mountainous areas, spa, and other natural or special cultural recreational areas (Gee, 1996), which aim on healthy relaxation, education, and entertainment that their target market is different from general tourism industries. Hsiao (2007) categorizes spa leisure hotels, coastal resorts, lake resorts, mountain resorts, casino resort hotel, and theme park hotels etc by different locations and installations. Yao (1997) classifies by geographical positions such as casino resort hotel, leisure spa resort hotels, and coastal resort hotels. In this case, Great Root Forestry Spa Resort belongs to spa resort hotel. To confront keen competition among same business, industries not only have to innovate and promote to attract customers but also listen to and satisfy customers' real heartfelt wishes. For example, local spa resort industries should add customer experience elements to not only ask for good products and services but spa experience and the whole experiencing process, providing a experiencing situation for touching customers' hearts. Also, spa theme hardware and high quality software services can provide detailed and thoughtful service that satisfies customers and increase costumers' willingness to come again. Under this premise, this study primarily aims at holiday resort via 39 U-innovative services methods. According to different management patterns of front-end service such as electronic tickets, wrist pocket, and parking cards as well as back-end service, this study promotes innovative service value and constructing necessary degree analysis. Questionnaire investigation method is adapted to Great Root Forestry Spa Resort customers, which 455 effective questionnaires were collected. By mathematic statistical methods, this study finds out the understanding of customers towards the expectancy and necessity of U-innovative service value, which provides good material to estimate the effect of building up innovative service value project. By the resort current service arrangement, what is the service project after introducing U-technology, what services are the most expected by customers, and the one which is worth to invest are discussed, which the research is provided as the reference for relevant industrial U-environment planning. Conclusions are as follow: 1. Costumer attributes analysis This study aims tourists at Great Root Forestry Spa Resort as specimen where shows the number of female tourists are more than male tourists; ages are between 21 to 40 year-old; most of the tourists get university or college degrees; service industry, industry, and commence are the main occupations. On the aspect of travel characteristics; most of the tourists are mainly traveling without a fixed schedule; most tourists who travel to Great Root Forestry Spa Resort are mainly traveling without a fixed schedule; tourists are mainly from Taiwa. 2. The necessity of U-innovation services application and expectancy extent on analysis of four aspects The four aspects are front-end service parking card, front-end electronic ticket, front-end wristband electronic wallet, back-end management. The study results that by analyzing high expectancy and high necessity front-end service and back-end management, 'front-end service' includes rapid check in service for revisiters, information platform settlement for retrieving confirmation services in the counter, tourists information inquiry system, information platform for restaurant booking service, fixed menu browsing and ordering platform in restaurant waiting zone, active greetings for shuttling customers, restaurant waiting information exhibition board, carrying capacity number exhibition board, spa zone locker with induction electronic lock and information platform settlement for retrieving confirmation services in guest rooms, unusual car shifting censoring and alerting in the car park, and 'entrance exclusive parking guiding service' are highly necessary and respected to be settled. The ‘back-end management’ meets the high expectations and high necessity that includes children safety care detection in recreational areas, anti-theft management of important items within guest room, and certified simplification check-out mechanism by induced. This study suggests corporations can adopt advanced U-system in accordance with the reaction reflected by U-innovation expectations and necessity degree survey analysis results. The main object of this study is limited to the tourists of Great Roots Forestry Spa Resort, which can not cover the whole resort industry. Because of the survey time limitation, relatively large number of questions, and survey target is general tourists, this study adopted close questionnaire so that could not investigate in-depth that it made the defect of this study. This study suggests that due to only discuss one holiday resort in this study, the future study can include every kinds of industries, such as tourist industries, hotel industries, leisure farms, B & B, cruise tour and so on. Moreover, this study only focuses on U-innovation service value necessity and expectations, which the further suggestion is to focus on the necessity and expectations on the differences of business internal organisation, exploring the in-depth reasons and finding obstacles elements to find solutions. This study expects that this article can be the pioneer to make industries or academy to pay attention to this issue that make U-science wildly used on recreational industries to improve industrial competition and fin new business opportunity.
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