服務設計強調以人為出發點，透過有形與無形的媒介，結合不同專業領域，
幫助企業建構完整的服務體驗。近年來服務業的蓬勃發展，服務設計被視為快速
成長的新領域，促使學者從新認知服務設計，並建立其原則（Moritz，2005）。面
對產業日趨多樣，差異化下降，消費者對生活品質要求提高，創新成為企業最重
要課題。
隨著體驗經濟時代的來臨，國人越來越重視在消費體驗過程中所獲得的價值
感受。觀光業是一種服務業，也是一種感官享受的事業（陳堯帝，2003）。在經
濟部工業局的推動下，觀光工廠成為一個新形態的觀光景點，其特色是將產業知
識與在地文化結合，讓觀光兼具寓教於樂的功能，滿足不同觀光旅遊需求，讓旅
遊更豐富與深度化。
本研究旨在探討觀光工廠之服務設計，已位於台北的「維格夢工廠」為研究
案例，經由實地觀察後，建構服務流程圖分析出現有接觸點，為體驗分析焦點，
並依據案例研究結果提供後續創作之依據。
體驗分析採用由加州藝術大學所提出的“體驗設計的觀察與機會”為衡量分
析基礎，將體驗分為六個主要構面：1. 意義(Significance) 2. 觸發(Triggers) 3. 強烈
度(Intensity) 4. 期限( 時間)(Duration(Time)) 5. 廣泛性(Breadth) 6. 相互作用
(Interaction)進行分析。
本創作研究結果透過服務流程的每個體驗接觸點分析，探討體驗的每個構面，
透過體驗的分析，得知必須改善或創新的接觸點。產業觀光不外乎是透過體驗來
創造其核心價值，其方法在透過服務設計的導入來強化顧客體驗。最後，本研究
提出建議，提供業者透過服務設計，強化遊客體驗，以提升企業價值之參考。

Service Design emphasis on People as its service departure. Through both tangible and
intangible medium, and by combining with different areas of expertise, service design is to
help corporate companies to establish a comprehensive service experience for their targeted
groups. In recent years, with the rapid development of service industry, it is considered a
fast-growing new territory. By prompting scholars to re- acquaint with service design,
principals then can be build upon it (Moritz, 2005). However, with the growing diversities in
the industry, the differentiations between services have decreased. Consumers become
particularly demanding with quality of life and the services they receive. Innovation, thus
become the major task for corporate companies.
With the approach of the Experience Economy era, the general public becomes more and
more demanding on the value of visual and physical experience they receive from a consuming
activity. Tourism is accounted under Service Industry; it is also an industry involving all of our
sensual pleasures. (Chen Yao-Di, 2003). Under the impetus of Industrial Development Bureau,
Ministry of Economic Affairs of Taiwan, factory tours for tourists become a new form of
attraction. The feature of these factory tours are to integrate industry knowledge with local
culture, to satisfy tourists with their need, as well as educate and entertain them. These kinds of
tours enrich and give more depth to tourism.
This study aims to investigate and discuss the service design at factories that offer tours
for visitors. Taking “Vigor Kobo,” a traditional Taiwan pastry factory in Taipei, as a case
study, through field observations, construct service flowchart to demonstrate the contact points
that are currently in place at this company. Base on these contact points as main analytical
reference, to further provide subsequent design and solutions.
The Experience Analysis will be used base on the workbook module, “Observation and
Experience design Opportunities” suggested by the California College of the Arts. This
analysis is divided into six dimensions: 1. Significance 2. Triggers 3. Intensity 4. Duration
( Time) 5. Breadth 6. Interaction analysis.
The results of this creative study is to see if there could be improvement and new ideas
added to the current contact points with the targeted groups through analyzing each service
workflow, and by surveying the existing service structure. The core value of creating tourism
in a field of expertise, in this case, a factory tour, its ultimate goal is to enhance customer
experience through service design. Thus, by suggesting corporate companies to enhance their
customers’ experience using service design structure, it is also to help enhancing their
corporate image and value.

英文部分：
Stickdorn, M& Schneider, J (2011), This is service design thinking (3rd ed.). John Wiley& Sons, Inc., Hoboken, New Jersey.
Wheeler, A(2009), Designing brand identity. John Wiley& Sons, Inc., Hoboken, New Jersey.
Anne Marie Lally(2006). Articulating service concept to enhance Tourism experience design. Department of Languages, Tourism and Hospitality Waterford Institute of Technology.
Lucy Kimbell and Victor P. Seidel(2008)。Designing for Services - Multidisciplinary Perspectives: Proceedings from the Exploratory Project on Designing for Services in Science and Technology-based Enterprises. University of Oxford Saïd Business School.
Lenonard L. Berry, Valarie A. Zeithaml, and A. Parasuraman(2001).Quality Counts in Services, Too.
Janne- Valtteri Nisula(---).Searching for Definitions for Service Design.
Marc Stickdorn, Anita Zehrer(2009). Service design tourism. MCI Tourism, Weiherburggasse 8, A-6020 Innsbruck, Austria.
Ting-Yuan Chang、Shiann-Far Kung、Ding-Bang Luh(2012). The innovative service model- a study on tour guide service design in taiwan by ict application. Institute of Creative Industry Design, National Cheng Kung University, Taiwan, R.O.C.
Christopher Meyer and Andre Schwager (2007). Understanding customer experience. harvard business review.
Siv Skard、Herbjørn Nysveen、Per Egil Pedersen (2011). Brand and Customer Experience in Service Organization. Institute for research in economics and business administration
Bergen.
J. Jo ˘sko Brakus, Bernd H. Schmitt, & Lia Zarantonello(2007).Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? American Marketing Association, Journal of Marketing Vol. 73.
Marc Stickdorn, Jakob Schneider(2011). This is service design thinking. John Wiley&Sons, Inc., Hoboken, New Jersey.
John Schneider(2009). Service design: a robust way to build brands, Brands Create Customers. (http://tenayagroup.com/blog/2009/09/02/service-design-a-robust-way-to-build-brands/)
Edenspiekermann(2010). Service design and brand experience, Presentation at Creative Company Conference. (http://www.slideshare.net/estherovermars/ccc-edenspiekermann20100914-lr)

 
中文部分：
珍妮爾巴落（Janelle Barlow）(2009)＆保羅史都沃（Paul Stewart）。你的服務跟的上品牌嗎？（劉怡女譯）。台北市：英屬維京群島商高寶國際。
凱薩琳貝斯特（2008）。管理設計，創意獲利的關鍵競爭力。（李琦譯）。台北市：城邦文化。
貝克高貝（Marc Gobe）感動70億人心，才是好設計。（何霖）。台北市：大雁文化。
楊靜修（2011）。辦桌文化服務設計毯討與創作-以結婚宴為例。未出版之碩士論文，國立台灣師大學，台北市。
張立品（2002）。品牌體驗對品牌關係之研究。未出版之碩士論文，逢甲大學，台中市。
何雍慶（2011）。從品牌體驗觀點探討消費者忠誠度-以智慧行手機為例。未出版之碩士論文，國立中正大學，台北市。
成敏華（2006）。由品牌觀點探討如何建立品牌關係之研究-以連鎖咖啡店為例。未出版之碩士論文。國立交通大學經理管研究所，新竹。
張立品（2003）。品牌體驗對品牌關係之研究。未出版之碩士論文。逢甲大學企業管理研究所，台中。
馬倩琳（2010）。品牌體驗對顧客權益影響之研究。未出版之碩士論文。雲林科技大學企業管理系碩士班，雲林。
葉怡亨（2011）。從品牌體驗觀點探討消費者忠誠度。未出版之碩士論文。中正大學企業管理學系碩士班，嘉義。
陳國偉（2009）。澎湖地區民宿遊客體驗行銷與品牌建立之關係研究。未出版之碩士論文。高雄師範大學成人教育研究所。
徐錦芳（2002）。顧客滿意與品牌忠誠路之相關研究。未出版之碩士論文。高雄科技第一大學行銷與物流管理學系。
林穎妏(2010)。觀光工廠之五感體驗規劃探討-以源順觀光工廠為例。未出版之碩士論文。國立雲林科技大學設計運算研究所碩士班。
王麗雅(2009)。觀光工廠服務品質、體驗行銷、知覺價值與滿意度關係之研究。國立屏東商業技術學院行銷與流通管理研究所。
蔡家嫻(2012)。產業觀光工廠服務流程與顧客滿意度關係之研究。國立彰化師範大學國際企業經營管理碩士學位班。
網路部分：
吳學銘(2000)。創造多功能的觀光品牌。聯合新聞網。
網址：http://udn.com/TRAVEL/NATIONAL-TRAVEL/738158.htm
維格餅家。網址：http://www.taiwan-vigor.com.tw/
Jack(2008)。創造觀光品牌 臺北城市紀念品上市。台灣導遊協會。
網址：http://www.ttga.org.tw/newsdetail.php?Id=340
台灣觀光局。網址：http://www.taiwan.net.tw/
新聞稿。台灣觀光產業表現亮眼，行政院經濟委員會。
網址：http://www.cepd.gov.tw/m1.aspx?sNo=0014405
經濟部工業局，觀光工廠發展計劃與評鑑項目。網址http://www.taiwanplace21.org/factory/list_ok.htm