休閒服務分類架構與其策略意涵：以消費者與服務體驗觀點

A Classification for Leisure Services and Its Strategic Implications: From Perspectives of Consumers and Service Experiences

洪緯典(Wei-Tien Hung)

《休閒事業研究》 11卷3期 (2013/09) Pp. 61-75

https://doi.org/10.6746/LIR.201309_11(3).0004

摘要

本研究基於消費者與服務體驗觀點，嘗試提供一個可作為策略研究基礎的產業分類架構，以作為未來發展休閒廠商策略的基礎。本研究透過文獻整合後，產生12項臺灣現有的休閒產業，同時以Schmitt（1999）所提的服務體驗的五個構面為分類準則，透過問卷調查及群集分析，將12項現有的服務產業分類。經由資料分析與策略意涵的主觀考量，將12項服務產業分為三大類，分別是遊憩休閒、感官休閒與附加休閒。本研究認為「賦予意義」是遊憩休閒類廠商所需具備的能力，令消費者「忘我」是感官休閒類廠商所需的能力，而附加休閒類廠商所需具備的能力則是「情境塑造」。

關鍵字

休閒服務架構 ； 服務體驗 ； 廠商能力

並列摘要

This study aims to build a taxonomic framework for Taiwan's existing leisure services on perspectives of consumers and service experiences. The taxonomic framework could be a good start point for leisure firms' strategy development. In this study, many existing literature were integrated inducting 12 service classifications. Through conducting a survey for data collection and using cluster analysis three service categories were generated according to five criteria which were deducted from Schmitt's strategic experience modules (1999). These three categories were recreation-style leisure, sense-enjoy leisure and added leisure. Some strategic implications were also proposed by the taxonomic framework.

並列關鍵字

leisure services framework ； service experience ； firm capability