為因應個人化時代的來臨,特殊主題旅遊(Special interest tourism)已成為旅遊市場中的重要型態,如何設計旅遊產品來滿足顧客需求是重要課題,過去探討旅遊市場之研究大多集中在大眾旅遊產品,而且多從心理區隔之觀點進行研究。本研究則在針對特殊主題旅遊產品,探究安藤忠雄建築之旅所塑造新的旅遊產品及服務,再者尋找出特有之屬性及透過這些屬性,讓遊客在觀光中所得到那些利益及價值。以方法目的鏈結模式透過產品及服務、屬性、利益及價值最終所得到的價值的意義之文獻回顧,再進行業者及遊客的訪談;且透過網路問卷及發放問卷發放給過去參與過此旅遊產品的遊客進行影響關係之研究。預計總共發放200份問卷,有效回收183份,有效回收率92%。本研究以安藤忠雄建築之旅作為顧客價值擴展模式,其結論將包括:1.產品及服務會影響屬性2.屬性會影響利益3.利益會影響價值4.屬性會影響價值5.產品及服務會影響利益6.產品及服務會影響價值;其中在產品及服務的觀察變項,有形產品和核心產品的影響顯著性較高;屬性方面則以原生屬性和形式屬性的影響顯著性較高;利益方面以功能利益和心理利益的影響顯著性較高;價值方面以知識價值和情感價值的影響顯著性較高。
Responding to the arrival of personalized era, special interest tourism has become a major type of traveling in the tourism market. The past studies discussed travel market mainly focused on the mass travel market and from the aspect of psychological segmentation. Therefore, this study focuses on SIT(special interest tourism) products ,and discovers TADAO ANDO Architecture Tours which make brand-new products and services. Besides, by means-end theory approaching,we discover the specific travel attribute, and tourist can find out its benefits and personal values through these attributes. By reviewing the literatures of these products and its services, travel attribute, benefits and personal values, the interviews of the business owner and tourists can be proceeded with. And, handing out surveys to the visiting tourists in order to investigate its affect relationships. A total of 200 questionnaires were distributed, and 183 valid questionnaires were returned. The valid return rate was 92 percent. The following are the results:1.Travel attribute are affected by products and services.2.Benefits are affected by travel attribute.3.Personal values are affected by benefits.4. Personal values are affected by travel attribute.5. Benefits are affected by products and services.6. Personal values are affected by products and services. The observational variable of products and services is relatively high with the influential patency of actual products and core products; attribute is relatively high with the influential patency of essential attributes and formal attributes ; The benefits are relatively high with the influential patency of function benefits and psychological benefits ; The value aspect is relatively high with the influential patency of knowledge value and emotion value.