療癒遊程規劃要素之研究–遊客觀點

自從2020年新冠肺炎疫情爆發以來，導致了前所未有的全球危機和旅遊業的嚴重衰退。由於環境驟變，壓力遽增，人們在面對無法控制的疫情時也產生了許多無力感，從而感受到自己身心靈疲憊不堪急需被療癒，所以這幾年國內外有關於療癒的種種研究愈發被重視，眾多療癒的商機如雨後春筍般因應而起，促使不少旅行社與旅遊業者在這時也迫不及待的推出許多標榜著療癒旅遊的商品，期能為低迷已久的市場帶來一線曙光，然而這些療癒產品是否真的有為遊客帶來療癒效果？還是只為了迎合市場的跟風效應？這也是本研究極欲探討的重點，畢竟在現有的文獻中關於「療癒遊程」的研究知之甚少，在現今能找到的報告和文獻裡大都是關於空間療癒或者是森林療癒居多，因此本研究結合八位遊客觀點的訪談紀錄之後以內容分析法建構出療癒遊程規劃的六大要素，在遊程場域、活動設計、餐食安排、住宿安排、專業服務、健康促進這六大要素下再次歸納出24個關於療癒遊程設計的項目，期望能以更科學更有根據的研究提供給有心從事「療癒旅遊」的業者作為設計遊程時的參考準則，如今疫情的風暴還未止歇，邊境也尚未完全解封，我們何其有幸身處在好山好水好風情的台灣，如業者能把握時機設計出符合遊客需求的療癒遊程，想必能在這「後疫情」時代乘風破浪，再創高峰。

關鍵字

療癒旅遊；遊程規劃；疫後旅遊；體驗設計；儀式設計

並列摘要

Since year 2020, the onset of the COVID-19 pandemic has led to an unprecedented global crisis and a severe recession in the tourism industry. The sudden lifestyle change and the increasing pressure have caused a huge sense of powerlessness for people when facing the uncontrollable epidemic. Their bodies and minds are exhausted and in urgent need of healing. In recent years, studies of mental and physical health have been highly regarded and the opportunities of healing business have sprung up as well as the accelerated launching of various healing travel from many agencies and tourism operators. It is expected that these comforting tourist plans would bring a silver lining to the current sagging economy. However, do they really bring constructive effects to tourists? Or do they just jump on the bandwagon to cater to the market demands? These questions will be discussed and explored in this study. Little is known about the "healing journey" in the existing literatures. Most reports and research papers that can be found today are about space healing or forest healing. This study combines the interview from eight tourists' viewpoints to construct six elements of healing travel planning by content analysis method. 24 projects on the design of healing tours have been summarized under the six elements of touring fields, touring activities, catering arrangements, accommodation, professional services and health promotion. It is hoped that more scientific and well-founded researches can be provided to those who are interested in "healing tourism" as a reference guideline when designing tours. The storm of the epidemic has not ceased yet. Nations’ restrictions have not yet been fully lifted. It is so lucky and blessed to stay in Taiwan. If tourism operators can seize the opportunity to design a healing itinerary that meets the needs of tourists, they will surely be able to survive in this "post-epidemic" era and to reach to another peak in tourism industry.