新型冠狀病毒肺炎疫情導致全球邊境封鎖,國內團體套裝旅遊成為我國觀光產業的主要經濟來源。團體套裝旅遊涉及多重供應商之間共同執行服務傳遞工作,本研究以金門離島30個團體套裝旅遊為研究個案,採「非參與式觀察法」並深度訪談八名導遊,藉由服務設計優化「飯店住宿」、「餐廳用餐」、「景點參觀」及「購物活動」等四個場域的服務流程,改善服務品質。研究結果發現:(1)旅行業者須同時考量服務人力投入與監督傳遞服務品質的問題;(2)導遊人員是多重傳遞服務達到一致性的重要關鍵。本研究並提出若干實務意涵與未來研究方向之建議,作為金門團體套裝行程的運用與管理之參考。
The COVID-19 led to a global border blockade, and domestic group package tours have become Taiwan tourism industry's main economic source. This study takes 30 group package tours in Kinmen by non-participatory observation method and in-depth interviews with eight tour guides, and four components based on the service design optimization are categorized as follows: (1) accommodation; (2) restaurant; (3) attractions visit; and (4) shopping. The research data indicates that: (1) Tourism operators should consider both the input of service manpower and the supervision of the quality of service delivery. (2) Tour guides are the most important key in multiple delivery services. Practical implications and future research directions are also proposed for application and management.