| Summary: | 碩士 === 國立雲林科技大學 === 設計學研究所 === 105 === In recent years, experiential tour packages have become popular and Taiwanese people now care much about how to spend their leisure time. Although the fishing industry in Badouzi area is declining, with the newly built National Museum of Marine Science and Technology (NMMST) in the area, a guided tour in this fishing village has been developed. The government has been trying to turn Badouzi into an important marine tourism zone to let more people know more about this area and promote local tourism.
This research looked into the operation of the Badouzi Tourism Industry Promotion Association and analyzed the service planning and tourist experience of their experiential tour, the Badouzi Seaweed Fun Tour. The purposes of this research are to evaluate their (1) personnel empowerment and social network, and the (2) service planning, (3) tourist experience, as well as (4) problems and suggestions for the touch points, of the Tour.
The research adopted literature review, field study, participant observation, and in-depth interview and the findings are as follows. Personnel empowerment and social network: 1) Utilized NMMST volunteer tour guide training and certification and provided on-the-job training; 2) Partners included Ministry of Education, the NMMST, the Yang Ming Oceanic Culture & Art Museum, and a local NPO, competitors included organization MS and BW, and they also had an online marketing partner, Niceday. Service planning: 1) Before tour: established several online registration channels through service providers; 2) During tour: developed 7 directions of guided tour including master guide, landscape exploring, local foods, experience activities, museum tourism, atmosphere management and service attitude, and utilized the classrooms of community as well as the NMMST resources smartly to highlight the theme of the tour; 3) After tour: uploaded photos instantly to attract new customers and provide after sales service across distance. Tourist experience: 1) Customers were mostly individual or small groups of tourist at the early stage, now mostly large groups; 2) There were 78 sweet points and 44 pain points of tourist behavior, 7 opportunities regarding the season, route and tour that piqued customer interest, and 10 things about group activities that could either improve and damage customer satisfaction depending on customer preference; 3) The guided tours created 5 functional values upon natural resources and the cultural experience especially added to the epistemic value. Problems and suggestions for the touch points: concluded 29 problems and suggestions for the touch points before, during and after the tour.
Key words: Badouzi, tourism in fishing villages, Seaweed Fun Tour, experience, service design
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