- 期刊
智慧觀光平台體驗與未來發展之研究－以一站式服務為例
A Study on the Experience and Future Development of Smart Tourism Platforms: A Case Study of One-Stop Services
摘要
隨著疫情趨緩國境漸漸開放，各地紛紛出現「報復性」旅遊潮，觀光產業開始復甦，而新型態的觀光旅遊方式也逐漸取代傳統的旅遊方式。智慧觀光平台提供一站式服務就是其一。本研究主要探討智慧觀光平台對於旅客在行程規劃上的體驗與未來發展，並以質化分析之深度訪談法來進行研究。訪談對象則以具有旅遊代表性之用戶進行訪談，主要探討智慧觀光平台的用戶體驗及意見、智慧觀光平台一站式服務未來發展之前景與建議，以及其他相關旅遊業者間的競爭與合作情況。研究結果發現，智慧觀光平台之優點，包含能結合地方在地化特色、發展國際化觀光，以及統整觀光資源、累計積分折扣與付費多元化等多項特色。至於缺點方面，則為無法看到實體所造成之落差，例如缺乏親切的服務以及旅遊產品異質性並無法滿足每位旅客的喜好等。最後，在未來發展之建議，可增加安全支付、即時定位周邊景點、智能化技術應用、平台資訊標示須明確化、國際語言翻譯需精確化，且在評分功能數據分析須提升，挖掘更有價值評論並加強與相關業者進行跨界合作是未來需持續努力的目標。
並列摘要
As the pandemic subsides and borders gradually reopen, a wave of "revenge travel" has emerged globally, signaling a revival in the tourism industry. New forms of tourism are progressively replacing traditional ones, with smart tourism platforms offering one-stop services being a prime example. This study mainly investigates the experience of travelers in planning their itineraries through smart tourism platforms and their future development, using qualitative analysis and in-depth interviews. Interviewees, chosen for their representativeness in travel, discussed their experiences and opinions on the smart tourism platforms, the future prospects and suggestions for the one-stop services, and the competitive and cooperative dynamics among various tourism stakeholders. The findings highlight the advantages of smart tourism platforms, including integrating local characteristics, promoting international tourism, and consolidating tourism resources, points accumulation for discounts, and diverse payment options. The drawbacks, however, include the disparity created by the absence of physical interaction, such as a lack of personal service and the inability to meet every traveler's preferences due to the heterogeneous nature of travel products. Future development suggestions include enhancing secure payments, real-time localization of nearby attractions, the application of smart technologies, clearer information labeling on platforms, precise translations in multiple languages, and improvements in data analytics for rating functions. Continuing efforts to extract valuable reviews and strengthen cross-sector collaborations with relevant industries are also recommended as ongoing goals.