從服務設計探討臺灣國際熱氣球嘉年華：以觀光休閒產業為例

伴隨體驗經濟時代來臨，消費訴求日益增加個性化、多元化，展現出提供顧客友善環境的重要性。本研究將以個案研究與文獻分析，從服務設計思考探討臺灣國際熱氣球嘉年華，作為臺東熱氣球產業、觀光休閒、服務設計等理論基礎；運用雙鑽石設計模型作為研究架構，以半結構式訪談找尋服務使用者痛點及需求，為增加設計議題的確定性，採用共情圖、服務金三角作為用戶歸檔，經訪談與調研結果發現：臺東縣政府藉由熱氣球話題吸引觀光人潮，透過具地方特色及代表性的自然人文風貌，打造與自然共生且完善的觀光休閒旅遊環境，推展熱氣球觀光策略。藉由繪製用戶體驗地圖、服務設計藍圖，以視覺化方式找出觀光客對於臺灣國際熱氣球嘉年華的需求特徵。最後，針對服務提供者進行深入訪談，以PZB模型歸納、分析創造解決方案。經研究獲得以下結果：
一、 臺東熱氣球觀光產業朝永續發展邁進：據交通部觀光局在2011~2022年針對鹿野高臺暑假旅遊造訪人次統計共成長86.97%，透過不斷提升專業知能、培養人才、深耕熱氣球文化，吸引觀光人潮，朝永續發展邁進。2020年全球經濟雖受COVID-19影響，來臺旅遊人數降至1,377,861人（-88.39%），但臺灣國際熱氣球嘉年華仍如約舉行，成為世界唯一舉辦的大型熱氣球活動，據臺東縣政府統計共120萬人次參與，觀光產值約達30億元。
二、 從臺灣國際熱氣球嘉年華開始提升城市競爭力：臺東在地方發展上，利用天然優勢發展觀光產業，被譽為最適合休閒運動的臺灣後花園。並舉辦WSL國際衝浪大賽、ITU國際鐵人三項等各項國際賽事，2017年更引進喜來登酒店，為臺東觀光開啟國際大門；南迴道路拓寬、鐵路電氣化進行，讓基礎建設獲得改善；積極推廣藝文相關活動與建設，逐步提高人文素養，從熱氣球活動著手提升城市競爭力。
三、 服務設計角度協助臺東熱氣球產業發展：透過服務設計發掘服務品質缺口，並針對「掌握並提升觀光客體驗感受過程」、「明訂標準作業流程，貫徹服務品質」、「建構軟硬體設備與人員的操作技能」、「評選並提升相關專才與設施」分別提出解決辦法與建議，從服務設計角度協助臺東熱氣球產業發展。
期望以服務設計導入臺灣國際熱氣球嘉年華，改善服務品質缺口的影響，並應用在地資源提供多樣化的服務內容，有效提升在觀光休閒中的體驗感受，有利於熱氣球活動在臺東縱谷內區域性無形價值的提升。

As the era of the experience economy approaches, consumer demands are becoming more personalized and diversified, demonstrating the importance of delivering a customer-friendly experience. Through case studies and literature analysis, this study explored the Taiwan International Balloon Festival from the perspective of service design as a theoretical basis for the hot-air balloon industry in Taitung, tourism and leisure, and service design. The double diamond design model was applied as the research framework, and semi-structured interviews were performed to identify users' pain points and demands. The user archiving with the empathy map and service triangle increased the precision of the design topics, and the results of the interviews and research revealed that: By attracting tourists through the topic of hot-air balloons, the Taitung County Government is promoting the hot-air balloon tourism strategy by creating a comprehensive tourism and leisure environment that is coexistent with nature through natural and cultural features with local characteristics and representativeness. Through the creation of a user experience map and blueprint of the service design, a visualization was performed to identify the characteristics of tourists' demands for the Taiwan International Balloon Festival. Finally, an in-depth interview was conducted with the service providers and summarized, analyzed, and produced a solution by the Parasuraman, Zeithaml, and Berry (PZB) model. The following results were established:
1. The hot air balloon tourism industry in Taitung moves toward sustainable development: According to the Tourism Bureau, Ministry of Transportation and Communications (MOTC), the number of summer vacation tourist visits to Luye Highlands has increased by 86.97% from 2011 to 2022. The industry moves toward sustainable development through the continuous improvement of professional knowledge, the development of human talents, and dedication to hot-air balloon culture to attract tourists. While the global economy was affected by COVID-19 in 2020, the number of visitors to Taiwan decreased to 1,377,861 (-88.39%), but the Taiwan International Balloon Festival was still held as scheduled and was the only large-scale hot air balloon event in the world.
Statistics from the Taitung County Government showed that a total of 1.2 million people participated in the event, and an approximate value of NTD3 billion in tourism was generated.
2. Boosting the competitiveness of the city through the Taiwan International Balloon Festival: In the development of the city, Taitung leverages its natural advantages to develop the tourism industry and is known as the most suitable leisure sports backyard in Taiwan. The international surfing competition hosted by World Surf League (WSL), the world triathlon ironman competition hosted by International Triathlon Union (ITU), and other international events were held in Taitung. In 2017, the opening of the Sheraton Hotel in Taitung further opened the door to international tourism. The infrastructure in Taitung was improved by the widening of the South Link Highway and railway electrification. Taitung has been actively promoting arts and culture-related activities and infrastructure, gradually improving cultural literacy and enhancing the competitiveness of the city through hot air balloon activities.
 
3. To assist the development of the hot-air balloon industry in Taitung from the perspective of service design: Through service design, the service quality shortcomings are explored. And the solutions and suggestions for “Understanding and enhancing the visitor experience process”, “Defining standard operating procedures and implementing service quality”, “Developing software, hardware, and personnel skills” and " Evaluating and upgrading related professionals and facilities” are proposed respectively to help the development of the hot-air balloon industry in Taiwan from the perspective of service design.
It is anticipated that the service design can be introduced at the Taiwan International Balloon Festival. Improving the impact of the service quality gap, and local resources will be applied to provide diversified service content to effectively enhance the experience in tourism and leisure, which will be conducive to the enhancement of the intangible value of hot air balloon activities in the Taitung Longitudinal valley.