建置度假型飯店之顧客旅程地圖
–以福容飯店福隆店為例

本研究以麗寶集團旗下福容大飯店福隆店為主要研究標的。福容大飯店全台共有十五家，分為商務型和度假型，其中位於福隆地區的福容大飯店福隆店，是ＢＯＴ（Build-Operate-Transfer）案。旅館區於2016年興建完工，共有174間房，加上原先承接的villa區，共可提供228間房。飯店位於福隆海水浴場旁，得天獨厚的黃金沙灘，發展出福隆國際沙雕藝術季，成為東北角夏天最受歡迎的活動。近年來，因為旅遊型態改變，團客數量減少，加上疫情衝擊，也改變消費者旅遊住宿的選擇模式。為了瞭解消費者對於出遊住宿的需求，洞察以服務為本質的旅宿業者，要如何提出以顧客優質體驗為導向的服務設計。本研究採用人物誌設定目標客群的角色原型，透過顧客體驗，一系列具功能性的方法，為福容大飯店福隆店建置顧客旅程地圖。本研究設定的族群為親子客群，因此人物誌對象，即為符合相同目的和觀點的目標客人。再利用顧客消費體驗，去了解整個服務流程的重要接觸點，進而建置完整的顧客旅程地圖。本研究目的，是要協助福容大飯店福隆店視覺化顧客旅程地圖，確認有哪些接觸點，然後根據這些接觸點，進行企業內部和目標客群訪談，比較落差，並從中找尋滿意度高的接觸點，讓飯店擴大運用，設計優質的顧客旅程地圖，提升飯店服務品質，為旅客創造歡樂幸福的旅遊體驗。本研究發現，傳統顧客旅程地圖的繪製，偏重功能性流程，未能納入顧客經驗的感受分析，導致只能表面式的解決痛點，無法轉化為感動式體驗。因此，研究結論也建議，要將顧客經驗做為參考點，如此設計出的顧客旅程地圖，才能更貼近顧客需求。

關鍵字

顧客旅程；顧客體驗；親子旅遊；度假型飯店

並列摘要

This research uses the Fullon Hotel Fulong under the Lihpao Group as the main research subject. There is a total of fifteen Fullon Hotels in Taiwan, which are divided into business type and resort type. Among them, the Fullon Hotel Fulong in Fulong area is a BOT (Build-Operate-Transfer) case. The hotel area was built in 2016, with a total of 174 rooms, plus the original villa area, providing a total of 228 rooms. The hotel is located next to Fulong Beach. The unique golden sand beach has developed the Fulong International Sand Sculpture Art Festival and has become the most popular summer activity in the Northeast Coast. In recent years, due to changes in tourism patterns, the number of group tourists has decreased, and the impact of the epidemic has also changed consumers' choice of travel accommodation. In order to understand consumers’ demand for travel accommodations, and gain insights into the service-oriented hotel industry, how to propose a service design oriented to the customer’s high-quality experience. This research uses the character prototype of the target customer group to set up the target audience. Through the customer experience, a series of functional methods are used to build a customer journey map for the Fullon Hotel Fulong. The ethnic group set in this study is the parent-child customer group, so the personage object is the target customer who meets the same purpose and viewpoint. Then the author (thesis) uses customer consumption experience to understand the important touch points of the entire service process, and then build a complete customer journey map. The purpose of this research is to help the Fullon Hotel Fulong visualize the customer journey map, identify the touch points, then according to these contact points, conduct internal and target group interviews to compare the difference, and find high satisfaction contact points from the study, so the hotel could expand its use to design high-quality customer journey maps, improve the quality of hotel services, and create a joyful and happy travel experience for tourists. This study found that the traditional drawing of customer journey maps emphasized functional processes but failed to incorporate customer experience perception analysis, which resulted in only superficial solutions to pain points and could not be transformed into touching experiences. Therefore, the conclusion of the study also suggest that customer experience should be used as a reference point, so that the customer journey map designed in this way can be closer to customer needs.