碩士 / 東海大學 / 企業管理學系碩士班 / 107 / As Taiwanese pay more and more attention to leisure and entertainment, not only the number of foreign tourists coming to Taiwan has increased, but also the demand for tourism has increased year by year, accelerating the development of Taiwan’s tourism and leisure industry. Xiaoqiuqiu is an island with rich ecological resources. It is also the region with the highest density of green turtles. In order to attract customers, it is necessary for B&B owners to create their own differentiation in this competitive environment. Haishu B&B has a unique geographical location, because it’s convenient for customers to see many green turtles foraging in the evening nearly the shore. Therefore, we adopt Haishu B&B as a research case in this study. We propose a design plan for the B&B service gap through the double diamond theory, enhance the customer experience and explore the differences of gamification on customer satisfaction and loyalty, and explore whether the experience can evoke the customer’s ecological awareness and enhance their knowledge about local characteristics. The double diamond theory is divided into four stages. The first stage is exploration. The interviews and participation observation methods are used to understand the service itineraries and gaps of Haishu B&B. The second stage is to define the key service gaps after the experience through the workshop. The third stage is development, which is continued the previous step to develop the feasible solutions according to the results are defined before. The fourth stage is the implementation, we analyze and evaluate the results by testing process, questionnaire survey and interviews. The result we conclude in the study is that after the customers experience the gamified service design, they play and learn about Xiaoqiuqiu and ecology in a more interesting way, also improve customers’ satisfaction, and make customers do more word-of-mouth marketing.
| Identifer | oai:union.ndltd.org:TW/107THU00121011 |
| Date | January 2019 |
| Creators | ZHANG,HUI-WEN, 張惠雯 |
| Contributors | Hsieh,Pei-Shan, 謝佩珊 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 128 |
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