從服務創新觀點探討科學類博物館之導覽解說服務設計

From the Perspective of Service Innovation on the Service Design of Guided Tours at a Science Museum

程淑濤(Shu –Tao Chen)

指導教授 ： 蔡怡君

國立暨南國際大學/教育學院/諮商心理與人力資源發展學系 終身學習與人力資源發展碩士班/碩士(2016年)

摘要

本研究主要目的在探討服務創新觀點下博物館將如何進行導覽解說服務設計。希望透過研究，達到以下目的：
一、探討博物館導覽解說員最常遇到的挑戰與困難。
二、瞭解服務創新中的博物館導覽解說服務設計概念。
三、探討博物館導覽解說服務設計的創新做法。
本研究採質性深度訪談的方式進行，並輔以半結構式訪談大綱，來蒐集研究所需之資料。訪談對象為國立自然科學博物館經由主管推薦，服務年資從7年半至23年不等之約聘導覽解說員共六位。根據研究發現，歸納出結論如下：
一、 導覽解說員在現場最常遇到的觀眾問題是與導覽解說內容無關的提問，不論是學生、親子或成人觀眾的提問都有此現象。
二、 完整的導覽解說包含前、中、後三階段作業，因此，實行客製化為導向的博物館導覽解說，其服務設計要點依序為：
(一)前置作業：了解預約觀眾的參觀目的、需求，再進行各項相關準備工作。
(二)中間過程：
1.以觀眾需求為中心：現場的非預約觀眾，仍需先了解其參觀目的與需求。
2.共同創造經驗與意義：善用導覽解說技巧，與觀眾創造共同經驗並滿足觀眾需求。
3.掌握導覽解說服務流程：掌握流程，在每個關鍵點都與觀眾產生良好互動。
4.經驗的具象連結與展現個人風格：運用展品、硬體設備如ipad，以幫助觀眾理解或加深印象，並呈現個人風格。
(三)後置作業：經驗的統整與反思，也就是導覽解說前、中、後三階段的檢討與反思。
三、落實博物館導覽解說服務設計之創新做法有：
(一)改變導覽解說的方式與技巧的提升。譬如以遊戲的方式進行導覽解說，讓觀眾改被動為主動參與，創造更多互動。
(二)更新博物館硬體設備或展品。譬如更新導覽解說預約系統，提供更完整詳細的參
觀資訊，以執行與傳遞更好的導覽解說服務。

最後根據研究結果，提出具體建議提供未來博物館在導覽解說相關服務設計時之參考。

關鍵字

科學類博物館 ； 博物館導覽解說 ； 服務創新 ； 博物館導覽解說服務設計

並列摘要

The main purpose of this research is to explore the service innovation perspective that how the museum processes the guided tours service design. It hopes to achieve the aims as followings by this study:
一、To discuss the challenge and difficulty which the tour guide at a museum meet often.
二、To understand the concept of guided tours service design of service innovation.
三、To explore the innovated practices on the service design of guided tours at a Museum.
This study adopts the deep interview to progress, and is with semi-construction interview outline to collect the information and data for this study requirement. These interviewees were recommended by the officers in National Museum of Natural Science, and their service background are 6 hired tour guides for service from 7.5 to 23 years. Here come the conclusions as followings, according to this search:
一、 The tour guides often face the audience on site to ask the questions without
relative to guided tours service, no matter students, parents and children or adults.
二、 The complete guided tours service includes preparation process, the middle
process, and post-preparation process; therefore, the service design key points to execute customized oriented guided tours are as followings:
(一) Preparation process: to realize the sightseeing aim and requirements, it will process every related preparations.
(二) The middle process:
1.Usercentered: it is necessary to realize the non-reservation on site audience.
2.Co-creative: to adopt the guided tours’ service skill creates co-creative experience with audience and satisfies the requirement of them.
3.Sequencing: to predominate the process generates good interaction with the audience at every crucial point.
4.Evidencing: to use exhibitions and hardware such as iPad assist the audience understand or impress and express the personal style of tour guide.
(三) Post-preparation process: the integration and reflection of experience are the inspection and reflection of the three stages of preparation before guided tours, the middle of guided tours and post-guided tours.
三、 To executive the innovation practices on the service design of guided tours at a museum as followings:
(一) To modify the ways and to improve the skills of guided tours. For example, to
conduct the guided tours service by playing games, it changes the interaction
way of audience from passive to positive, which creates more interaction.
(二) To update the hardware equipment and exhibitions in the museum. For example, to update the reservation system of guided tours service, it will provide more complete details of tour information, which executives and deliveries better guided tours service.
Finally, according to the research results, it provides the specific suggestions to offer the reference of relative service design of the museum in the future.

並列關鍵字

science museum ； guided tours at a museum ； service innovation ； the service design of guided tours at a museum

參考文獻

一、中文部分

文化部 (2014)。2012文化統計，51-52。取自文化部博物館入口網站：

http://museum.moc.gov.tw/

王宜琴 (2014)。文化創意園區場域創新與服務創新之研究-以松山文化創意園區

為例。國立臺灣藝街大學藝街管理與文化政萊研究所碩士論文。