以設計思考觀點探討布袋港發展體驗設計

隨著時代更替，人口外移影響及高齡化的來臨，政府及各地小鎮都積極地投入復育在地文化之使命，推廣多樣的文藝活動、規劃多元化的體驗活動行程等等，除了提供給遊客在文化知識上得著擴充，使其身心靈獲得豐富且難忘的回憶之外，更可以為地方帶來知名度、振興地方經濟等各不同層面之益處。而本研究者認為身為家鄉的一份子，勢必負有這份使命感，為故鄉盡一份心力，故希望藉由設計思考的觀點及體驗發展的關鍵要素，秉持以人為本的觀點切入布袋之地區，為地方找出問題點及機會點，並透過創意、創新的想法提出可執行之策略，使布袋地區能迎向更好的未來。
本研究預計採三個階段，各以不同研究方法進行議題探討：第一階段：採用個案研究法，將嘉義布袋港之主要活動場域，分別為：洲南鹽場以及布袋海上巴士進行研究探討；第二階段：採用半結構式訪談法，探究布袋地區活動場域：洲南鹽場以及布袋海上巴士的背景資料、內部營運狀況、以及發展體驗活動之執行狀況分析等構面，並將其訪談內容彙整逐字稿；第三階段：採用問卷法，主要是探究來到洲南鹽場以及布袋海上巴士體驗的遊客們，對於體驗活動的感受度、基本行為等，進行問卷調查。冀望藉由本研究之研究結果，能予以布袋兩者活動場域改善及進步相關分析建議，並為布袋地區思考如何能發展相關體驗設計之策略，將其策略提供給在地相關政府單位未來欲執行之參考。
根據上述之研究方法得出研究結果為：（1）場域透過環境教育之理念貫穿場域核心，運用五感體驗及友善同理態度服務遊客，且定期舉辦特色供遊客參與。（2）場域於體驗行銷之分析結果，洲南鹽場在年齡於情感行銷上顯著差異以及居住地於思考、行動、關聯行銷皆有顯著差異；在海上巴士則是年齡於情感行銷上顯著差異。（3）場域未來發展可針對以下進行改善：新增其他交通方式、增加體驗活動使其價格成正比、空間環境與資訊內容能更加美化且詳細，更可以注入科技的互動運用或是在地相關單位共同舉辦藝術展，以達到在地文化推廣及活絡地方。

With the change of time, and faced with population migration and aging, the local government and small towns are actively committed to regional culture restoration by promoting a variety of artistic and cultural activities, and planning diversified experience activities. Such activities allow visitors to know more about the local culture and obtain abundant and unforgettable memories while improving the popularity of a region and revitalizing the regional economy. Being a member of the town, the researcher was willing to take on the mission to revitalize the hometown. As a result, the researcher expected themselves to identify problems and opportunities for the development of the Budai area from the perspective of design thinking and through key factors to experience development, based on the people-oriented view. This study also proposed feasible strategies through creative and innovative ideas to help the Budai area to embrace a better future.
This study was conducted in three phases. Different research methods were applied in the three phases. In phase Ⅰ, the case study method was applied to divide the main activity fields in Budai Port, Chiayi into Zhou Nan Salt Field, and Budai Sea Bus. In phase II, the semi-structured interview method was applied to explore the background data, the internal operating condition, and the implementation of developing experience activities in the activity fields in Zhou Nan Salt Field and Budai Sea Bus. Afterwards, interview contents were organized into verbatim transcriptions. In phase III, the questionnaire method was applied to explore the feeling of visitors in Zhou Nan Salt Field and Budai Sea Bus about experience activities and their basic behaviors. It is expected that the findings of this study can provide suggestions for the improvement of the two activity fields in Budai and to provide development strategies for designing experience activities in Budai. Such strategies can provide a reference for related local government agencies in future implementation.
According to the above research methods, the research results are as follows: (1) The field passes through the core of the field through the concept of environmental education, uses the five-sense experience and friendly and empathetic attitude to serve tourists, and regularly organizes special events for tourists to participate. (2) According to the analysis results of experience marketing in the field, there are significant differences in age and emotion marketing in Zhou nan Salt Field, and in thinking, action and related marketing in the place of residence; On the sea bus, there is a significant difference between age and emotional marketing. (3) The future development of the field can be improved by adding other modes of transportation, increasing experience activities to make its price proportional, making the space environment and information content more beautiful and detailed, and injecting the interactive application of technology or jointly holding art exhibitions with relevant local units to promote local culture and liven up the local.