The Effects of Online to Offline (O2O) Service Design on Tourism Experience and Tourism Satisfaction - Evidence from Maokong Gondola Tourism Service

• Main Authors: Yi-Jin Chou, 周宜瑾
• Other Authors: Tung-Jung Sung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ptv9fz

碩士 === 國立臺灣科技大學 === 設計系 === 105 === With the advent of the experience economy, how to effectively attract tourists is an importmant issue in the tourism industry. Due to advances in technology, an innvoative online to offline (O2O) model has increasingly being used in tourism. The mode not only enrichs tourism products but also facilitates travel for tourists. Therefore, this study aims to explore the effects of online to offline (O2O) service design on tourism experience and tourism satisfaction. The study took evidence from Maokong Gondola Tourism Service and employed a four-step research process. The first stage, identification of issues, was to clearly identify the problems and review the relevant literature. The second stage, exploration and definition, initially identified the whole travel process of Maokong Gondoa through the shadowing method, and employed the Critical Incident Technique (CIT) approach to discover the service gaps of Maokong Gondla. Then, 90 valid questionnaires were collected in order to investigate tourism experience and tourism satisfaction with existing services.　The third stage, design and development, began with an interview with service providers to confirm service gaps and the future development of Maokong Gondoa. Based on the results of the interview, the study eventually identified 4 key service gaps and co-created a new service design with tourists and service designers through a service design workshop. In the final stage, delivery and assessment, 101 tourists were invited on the internet to assess the new service design through Experience Prototype in Maokong Gondoa. Again, the study employed the CIT approach to discover critical incidents and identify the differences of the critical incidents between with the existing service design and new O2O service design. In doing so, the study collected a total of 90 valid questionnaires to uncover the effects of O2O service design on tourism experience and tourism satisfaction. The major findings of this study are: 1) there were four types of service gaps in the existing services, including queue time, tourists attraction information, Gondola atmosphere, and Maokong meal information; 2) the O2O service design has significant effects on relational, sensorial and pragmatic tourism experience; indeed, O2O service design can improve relational tourism experience but has the negative effects on sensorial and pragmatic tourism experience; 3) As for the O2O service design, emotional and Relational tourism experiences have significant and positive effects on tourism satisfaction. Based on the above findings, the study proposed some service design and research recommendations.