Service Value Network of Cultural Tourism for Free Independent Travellers

• Main Authors: Yu, Kuo-Hsing, 俞國興
• Other Authors: Yuan, Soe-Tsyr Daphne
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2ryeu2

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 106 === Following the remarkable period of rapid economic growth over decades on both sides of the Taiwan Strait, tourism has become the famous doctrine in Chinese-speaking markets. Through travelling, people would enjoy the beauty and kindness of others, appreciate and respect diversified cultures.  Cultural tourism involves physical movement within space, as well as learning and understanding of the cultural context over times. The societal and economic value of cultural tourism is greater, with more significant impact than general leisure tourism, hence requires a different service system. The service problem of this thesis is “Based on human-oriented principle, how to integrate travel content, community, commerce, and local society, to  build a sustainable ecosystem to serve free independent travellers so that they would satisfy intellectually and spiritually through cultural tourism activities. This thesis focuses on following the four steps of System Thinking and Design Thinking: Discover, Define, Develop, Deliver, to develop a service system which would empower the free independent travellers with necessary knowledge and skills of cultural tourism using the personalized resources attained from the ecosystem stakeholders. This empowerment would  then facilitate the travellers' cognitive upgrade and self-development.  This thesis incorporates customer-driven value co-creation design and service system architecture theory with service dominant logic to create a platform and an ecosystem in which all stakeholders may contribute their value based on their specific roles and be mutually beneficial.