嗅覺運用於旅遊體驗設計-府城氣味漫步手札

近年來五感在旅遊體驗中逐漸受到重視，但在五種感官之中，嗅覺其實一直都是最被忽略的元素，因為氣味難以回憶，並且很難再現。但氣味能引發的感性、記憶與情緒，或許更能激發旅客興趣。本研究的目的在於探討嗅覺在旅遊體驗中的呈現方式、可行性以及未來的發展性，以期能為旅遊體驗設計開展不同層面的思考方向。本研究採用文獻分析法、個案分析法、訪談法、進行研究與分析。首先以文獻分析進行回顧有關嗅覺、嗅覺與記憶、嗅覺與文字、旅遊體驗設計的相關理論背景，並針對現有氣味漫步研究的設計構成、呈現方式及體驗回饋進行探討。整理出個案研究的資料，與文獻中的理論交叉比對，從中建立可行的設計架構。接著與長期居住於臺南的在地居民進行半結構訪談，依訪談內容彙整出府城氣味印象的關鍵字。最終創作出結合氣味地圖、嗅覺記憶與氣味筆記的氣味旅遊手札。希望將在地居民的嗅覺印象傳達給遊客，以期能引發遊客對於嗅覺探索的興趣，同時提升旅遊體驗。而經由實體展場搭配氣味手札的呈現方式顯示，能有效的引起民眾對於城市嗅覺印象的興趣，甚至開啟久遠的自傳體回憶。希望未來與嗅覺相關的研究能依據此脈絡進行更進一步的旅遊體驗設計。

關鍵字

嗅覺；旅遊體驗；體驗設計；五感設計

並列摘要

In recent years, the leisure and travel industries have been increasing its focus on the five human sense during the trip, however among the five senses, the sense of smell has always been the neglected, because the smell can be very personal and difficult to preserved. A smell can trigger memories or emotion, it can capture the moment and allow travelers to bring back their memory. The purpose of this study is to explore the presentation, feasibility and future development of olfaction in tourism experience, with a view develop different aspect for tourism experience design. This research use literature analysis, case analysis to review the olfactory and the theories related to smell and memory, smell and linguistic, and tourism experience design. Based on the data of the case study, cross-comparison with the theory in the literature analysis, then establish a preliminary design. I selected Tainan as the study filed, then conduct interviews with local people for their smell impression of the city. I use them to create an odor travel handbook that includes smell map, olfactory memories and odor notes. The goal is for the olfactory impressions of local residents will be conveyed to tourists, in order to pick tourists' interest in olfactory exploration and enhance the tourism experience. The presentation of the odor note in the physical exhibition hall can effectively encourage the public's interest in the city's olfactory impression, and even prompt long-term autobiographical memories. The expectation is that future research related to smell can carry out further tourism experience design based on this context.