科技旅遊景點導覽之商業模式設計

The Design of Business Models for POI Guide in Technological Tourism

魏華儀(Hua-Yi Wei)

指導教授 ： 方鄒昭聰

國立臺北大學/商學院/資訊管理研究所/碩士(2010年)

摘要

觀光產業是世界各國普遍重視的無煙囪工業，依據觀光局的統計資料顯示國人個別旅遊的比率逐漸提升，但相對而言團體旅遊的比率卻下降，這印證了自助旅行已成為國人旅遊的一個趨勢。但現行的旅遊業者仍僅僅提供消費者傳統的導覽方式，例如：紙本導覽手冊等，此類的導覽侷限於靜態的文字和圖片，無法使消費者有更精緻的體驗和更深刻的印象。若能在導覽服務的方式上，應用資訊通訊技術 (ICT) 及相關產品於旅遊環境的概念，不但可以協助觀光業者發展出更多的加值應用，並提升消費者之服務使用率及出遊意願。
以資訊通訊技術及相關產品為基礎的科技旅遊導覽是以景點 (Point of Interest，POI) 為其標的內容，且POI係屬於數位內容之範疇，在電子商務的交易模式上，實體商品已被廣泛討論且接受，但數位出版品卻因為尚未有完整的數位出版品商業交易模式和數位版權管理的保護機制而遲遲未被推行。本研究設計出科技旅遊景點導覽電子市集的商業營運模式，其中內容計費模式將數位版權管理應用於科技旅遊所需的旅遊景點數位內容的交易模式上，且在權限控制的部分結合以角色為基礎的執行權管制 (RBAC) 機制。另外提出加值服務獲利模式，利用服務體驗工程方法論設計各種以POI內容為基礎的加值服務，以及根據服務機能產出服務產品模型、服務流程和服務資源展開圖，提供科技旅遊產業創新的商業模式以提升我國觀光產業的競爭力和鼓勵POI提供者創作出更多的內容。

關鍵字

科技旅遊 ； 數位版權管理數位內容 ； 服務體驗工程 ； 商業模式

並列摘要

The tourism industry is paid attention to as a kind of non-chimney industry all over the world. According to the statistical data from Tourism Bureau of Taiwan, there has been a gradual increase in the ratio of individual travel, while the relative proportion of group travel has declined. This confirms that self-service traveling has become a trend in tourism. However, present travel agents still only provide consumers with traditional guide methods, such as brochures. These kinds of guides, limited in static text and pictures, cannot provide consumers with finer experiences and more profound impressions. If the information and communication technology (ICT) and related products can be applied in the tourism environment, not only can they help the tourism industry develop more value-added applications, but also enhance the consumer’s usage and traveling desire.
Informational guides in technological tourism, which are based on the information and communication technology and related products, take point of interest (POI) as its content. The POI belongs to the category of digital content. In the e-commerce transaction model, physical goods have been widely discussed and accepted, but delays in digital publication are not implemented because of the incomplete commercial transaction model of digital publication and protection mechanism of digital rights management. Therefore, this study developed a business model for POI e-Marketplace in technological tourism, combined with digital rights management. Application of digital rights management on POI of the business model, and combined with role-based access control (RBAC) mechanism in POI contents access control. On the other hand, this study proposed value-added services revenue model that used the service experience engineering methodology to offer POI content-based value-added services. According to the service function of output service model, service process and service resource expand map. Provide innovative business model in technological tourism industry to enhance the competitiveness of Taiwan's tourism industry and encourage the POI providers to create more content.

並列關鍵字

Technological Tourism ； Digital Rights Management ； Digital Content ； Service Experience Engineering ； Business Model

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