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題名 行動旅遊服務分類及系統發展研究
Classification and system development for mobile tourism services
作者 張小萍
Chang, Hsiao Ping
貢獻者 余千智
Yu, Chien Chih
張小萍
Chang, Hsiao Ping
關鍵詞 服務分類
系統發展
行動旅遊服務
行動服務
service classification
system development
mobile tourism service
mobile service
日期 2011
上傳時間 30-Oct-2012 11:21:31 (UTC+8)
摘要 行動服務分類與系統開發是一個理論上與實務上重要的議題，其中以應用在旅遊業的行動旅遊服務備受關注。本研究試圖提出以多觀點的角度來找出、分類、評估與開發具有價值的行動旅遊服務。也就是說，本研究試圖提出有價值的行動旅遊服務與服務分類，透過多觀點的角度來評估研究所提出的行動旅遊服務與服務分類，並提出系統開發架構與方法，透過雛型系統建置來驗證系統開發方法的可行性與雛型系統的效能。
本研究範圍主要在企業對客戶的行動旅遊服務，主要研究貢獻在於服務分類架構與系統開發架構。本研究試圖透過服務分類架構將企業對客戶的行動旅遊服務彙整出企業對客戶的行動旅遊服務分類，並透過旅客、電信業者與旅遊業等多觀點來評估本研究所提出的企業對客戶的行動旅遊服務與服務分類。本研究並根據系統開發架構來建置與評估企業對客戶的行動旅遊服務的雛型系統，來驗證本研究所提出的行動旅遊服務的可行性。為了驗證本研究所提出的服務分類架構的可應用性，本研究試圖將此服務分類架構延伸應用到企業內部的行動旅遊服務，並透過管理階層與員工雙方的觀點整理出企業內部的行動旅遊服務與服務分類。
本研究的研究方法主要為設計科學。透過文獻探討、半結構化的群組訪談與問卷調查來找出、分類與評估企業對客戶的行動旅遊服務與服務分類。透過物件導向系統發展方法與評估問卷來建置並評估企業對客戶的行動旅遊服務的雛型系統。做為一個延伸研究，企業內部的行動旅遊服務與服務分類所採用的研究方法包括文獻探討、半結構化的焦點團體討論與半結構化的田野訪談。
在企業對客戶的行動旅遊服務分類研究結果發現：(1) 在企業對客戶的行動旅遊服務分類中，行動搜尋與通知服務、行動推薦服務、行動交易與付款服務為三項旅客認為最有用，且電信業與旅遊業都認為最重要、最可行、最符合成本效益的服務；(2) 相較於旅遊業，電信業對於企業對客戶的行動旅遊服務態度上較積極；(3) 旅遊業與電信業者對於所提出的企業對客戶的行動旅遊服務的評估，在評分排序上是相同的。
本研究亦建置行動推薦服務的雛型系統，來說明系統發展架構與設計方法。行動推薦服務會依據旅客現在的位置與時間，以及個人偏好與需求，來進行個人化的地點相關的推薦，包括景點推薦、飯店推薦、餐廳推薦與旅遊行程推薦等。系統滿意度調查顯示該雛型系統具有高度系統滿意度。
就企業內部的行動旅遊服務分類的研究結果顯示，不同管理階層對於企業內部的行動旅遊服務有不同的需求，而不同的企業內部的行動旅遊服務在技術上的難易程度也不同。透過企業內部的行動旅遊服務分類架構，很容易瞭解到該企業內部的行動旅遊服務在技術上的複雜度與管理上的需求程度。這樣的服務分類架構對於規劃與開發企業內部的行動旅遊服務，提供一個參考基準與指引。此外，本研究結果指出，行動旅遊品質控管服務對管理階層來說，是很重要、可行與符合成本效益的服務。而行動銷售支援服務對管理階層來說，是一個可行有效但不是很重要的服務。最後，本研究建議後續研究將本研究所提的服務分類架構與系統開發架構應用到其他的行動服務領域，以驗證本研究所提出的服務分類架構與系統開發架構的可應用性。
The service classification and system development of mobile services is an important issue both in research and in practice, and research attention is called to the mobile services for the tourism industry. This study tries to identify, classify, evaluate, and develop value-added mobile tourism services with multiple perspectives. That is, user groups with different perspectives are asked to evaluate the proposed value-added mobile tourism services as well as a mobile tourism service classification framework. Moreover, this study also proposes the system development framework and processes, and the prototype system is built and evaluated to validate the feasibility of the proposed system development framework as well as the effectiveness of the prototype system.
The research scope is focused on the B2C mobile tourism services, and the main contribution of this study is the proposed service classification framework and the system development framework. This study tries to identify and classify B2C mobile tourism services based on the proposed service classification framework and processes. Moreover, tourists, 3G operators and the tourism industry are asked to evaluate the proposed B2C mobile tourism services as well as the service classification. Based on the proposed system development framework and processes, this study also builds and evaluates the prototype system to validate the feasibility of the proposed B2C mobile tourism services. To validate the appliance of our service classification framework, an extension research to the B2E mobile tourism services is also conducted. Management perspectives including managers and employees are taken into accounts to summarize the B2E mobile tourism services and the service classification framework.
The research methodology used in this study is the design science research methodology. With literature reviews, semi-structured group interviews, and surveys to identify, classify, and evaluate B2C mobile tourism services as well as the service classification. The prototype system of the B2C mobile tourism services is built through object-oriented system analysis and design, and the survey questionnaire is used for the system evaluation of the prototype system. As an extension study, the B2E mobile tourism service classification research is built with literature reviews, semi-structured focus group discussions and semi-structured field interviews.
The B2C mobile tourism service classification research results are as follows. (1) The mobile search & notification services, the mobile recommendation services, and the mobile transaction & payment services are top three useful B2C mobile tourism services valued by tourists, and these three B2C mobile tourism services are top three most important, feasible and cost-benefit effective services from the 3G operators’ and travel agencies’ perspectives. (2) The 3G operators hold more positive attitudes towards the B2C mobile tourism services than the tourism industry does. (3) Tourism industry sets the same priority list toward the proposed B2C mobile tourism services as the 3G operators do.
In this study, an application prototype of mobile recommendation services is also implemented to illustrate the development framework and design methods. The mobile recommendation services provide personalized and location-based recommendations regarding sightseeing spots, hotels, restaurants, and packaged tour plans based on tourists’ current location and time, as well as personal preferences and needs. Results from the system evaluation indicate high system satisfaction toward the prototype system.
Based on the research results of the B2E mobile tourism service classification, different management levels have different needs for B2E mobile tourism services, and different B2E mobile tourism services have different technology complexities. Through this B2E mobile tourism service classification framework, it is easy to understand the technology complexities of the B2E mobile tourism services and managerial needs for the B2E mobile tourism services. Such service classification framework offers a reference baseline and guidance for planning and system development of B2E mobile tourism services. Moreover, this research results show that from managers’ perspectives, the mobile tour quality control services are important, feasible, and cost-benefit effective while the mobile sales support services are feasible, effective, but not so important services. Finally, future researches are suggested to apply the service classification framework and system development framework to other mobile service domain to validate the appliance of the proposed service classification framework and system development framework.
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描述 博士
國立政治大學
資訊管理研究所
90356504
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0903565041
資料類型 thesis
dc.contributor.advisor 余千智zh_TW
dc.contributor.advisor Yu, Chien Chihen_US
dc.contributor.author (Authors) 張小萍zh_TW
dc.contributor.author (Authors) Chang, Hsiao Pingen_US
dc.creator (作者) 張小萍zh_TW
dc.creator (作者) Chang, Hsiao Pingen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:21:31 (UTC+8)-
dc.date.available 30-Oct-2012 11:21:31 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:21:31 (UTC+8)-
dc.identifier (Other Identifiers) G0903565041en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54578-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 90356504zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 行動服務分類與系統開發是一個理論上與實務上重要的議題，其中以應用在旅遊業的行動旅遊服務備受關注。本研究試圖提出以多觀點的角度來找出、分類、評估與開發具有價值的行動旅遊服務。也就是說，本研究試圖提出有價值的行動旅遊服務與服務分類，透過多觀點的角度來評估研究所提出的行動旅遊服務與服務分類，並提出系統開發架構與方法，透過雛型系統建置來驗證系統開發方法的可行性與雛型系統的效能。
本研究範圍主要在企業對客戶的行動旅遊服務，主要研究貢獻在於服務分類架構與系統開發架構。本研究試圖透過服務分類架構將企業對客戶的行動旅遊服務彙整出企業對客戶的行動旅遊服務分類，並透過旅客、電信業者與旅遊業等多觀點來評估本研究所提出的企業對客戶的行動旅遊服務與服務分類。本研究並根據系統開發架構來建置與評估企業對客戶的行動旅遊服務的雛型系統，來驗證本研究所提出的行動旅遊服務的可行性。為了驗證本研究所提出的服務分類架構的可應用性，本研究試圖將此服務分類架構延伸應用到企業內部的行動旅遊服務，並透過管理階層與員工雙方的觀點整理出企業內部的行動旅遊服務與服務分類。
本研究的研究方法主要為設計科學。透過文獻探討、半結構化的群組訪談與問卷調查來找出、分類與評估企業對客戶的行動旅遊服務與服務分類。透過物件導向系統發展方法與評估問卷來建置並評估企業對客戶的行動旅遊服務的雛型系統。做為一個延伸研究，企業內部的行動旅遊服務與服務分類所採用的研究方法包括文獻探討、半結構化的焦點團體討論與半結構化的田野訪談。
在企業對客戶的行動旅遊服務分類研究結果發現：(1) 在企業對客戶的行動旅遊服務分類中，行動搜尋與通知服務、行動推薦服務、行動交易與付款服務為三項旅客認為最有用，且電信業與旅遊業都認為最重要、最可行、最符合成本效益的服務；(2) 相較於旅遊業，電信業對於企業對客戶的行動旅遊服務態度上較積極；(3) 旅遊業與電信業者對於所提出的企業對客戶的行動旅遊服務的評估，在評分排序上是相同的。
本研究亦建置行動推薦服務的雛型系統，來說明系統發展架構與設計方法。行動推薦服務會依據旅客現在的位置與時間，以及個人偏好與需求，來進行個人化的地點相關的推薦，包括景點推薦、飯店推薦、餐廳推薦與旅遊行程推薦等。系統滿意度調查顯示該雛型系統具有高度系統滿意度。
就企業內部的行動旅遊服務分類的研究結果顯示，不同管理階層對於企業內部的行動旅遊服務有不同的需求，而不同的企業內部的行動旅遊服務在技術上的難易程度也不同。透過企業內部的行動旅遊服務分類架構，很容易瞭解到該企業內部的行動旅遊服務在技術上的複雜度與管理上的需求程度。這樣的服務分類架構對於規劃與開發企業內部的行動旅遊服務，提供一個參考基準與指引。此外，本研究結果指出，行動旅遊品質控管服務對管理階層來說，是很重要、可行與符合成本效益的服務。而行動銷售支援服務對管理階層來說，是一個可行有效但不是很重要的服務。最後，本研究建議後續研究將本研究所提的服務分類架構與系統開發架構應用到其他的行動服務領域，以驗證本研究所提出的服務分類架構與系統開發架構的可應用性。		zh_TW
dc.description.abstract (摘要) The service classification and system development of mobile services is an important issue both in research and in practice, and research attention is called to the mobile services for the tourism industry. This study tries to identify, classify, evaluate, and develop value-added mobile tourism services with multiple perspectives. That is, user groups with different perspectives are asked to evaluate the proposed value-added mobile tourism services as well as a mobile tourism service classification framework. Moreover, this study also proposes the system development framework and processes, and the prototype system is built and evaluated to validate the feasibility of the proposed system development framework as well as the effectiveness of the prototype system.
The research scope is focused on the B2C mobile tourism services, and the main contribution of this study is the proposed service classification framework and the system development framework. This study tries to identify and classify B2C mobile tourism services based on the proposed service classification framework and processes. Moreover, tourists, 3G operators and the tourism industry are asked to evaluate the proposed B2C mobile tourism services as well as the service classification. Based on the proposed system development framework and processes, this study also builds and evaluates the prototype system to validate the feasibility of the proposed B2C mobile tourism services. To validate the appliance of our service classification framework, an extension research to the B2E mobile tourism services is also conducted. Management perspectives including managers and employees are taken into accounts to summarize the B2E mobile tourism services and the service classification framework.
The research methodology used in this study is the design science research methodology. With literature reviews, semi-structured group interviews, and surveys to identify, classify, and evaluate B2C mobile tourism services as well as the service classification. The prototype system of the B2C mobile tourism services is built through object-oriented system analysis and design, and the survey questionnaire is used for the system evaluation of the prototype system. As an extension study, the B2E mobile tourism service classification research is built with literature reviews, semi-structured focus group discussions and semi-structured field interviews.
The B2C mobile tourism service classification research results are as follows. (1) The mobile search & notification services, the mobile recommendation services, and the mobile transaction & payment services are top three useful B2C mobile tourism services valued by tourists, and these three B2C mobile tourism services are top three most important, feasible and cost-benefit effective services from the 3G operators’ and travel agencies’ perspectives. (2) The 3G operators hold more positive attitudes towards the B2C mobile tourism services than the tourism industry does. (3) Tourism industry sets the same priority list toward the proposed B2C mobile tourism services as the 3G operators do.
In this study, an application prototype of mobile recommendation services is also implemented to illustrate the development framework and design methods. The mobile recommendation services provide personalized and location-based recommendations regarding sightseeing spots, hotels, restaurants, and packaged tour plans based on tourists’ current location and time, as well as personal preferences and needs. Results from the system evaluation indicate high system satisfaction toward the prototype system.
Based on the research results of the B2E mobile tourism service classification, different management levels have different needs for B2E mobile tourism services, and different B2E mobile tourism services have different technology complexities. Through this B2E mobile tourism service classification framework, it is easy to understand the technology complexities of the B2E mobile tourism services and managerial needs for the B2E mobile tourism services. Such service classification framework offers a reference baseline and guidance for planning and system development of B2E mobile tourism services. Moreover, this research results show that from managers’ perspectives, the mobile tour quality control services are important, feasible, and cost-benefit effective while the mobile sales support services are feasible, effective, but not so important services. Finally, future researches are suggested to apply the service classification framework and system development framework to other mobile service domain to validate the appliance of the proposed service classification framework and system development framework.		en_US
dc.description.tableofcontents Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Objective 2
1.3 Research Methodology 4
1.4 Study Limitation 8
Chapter 2 Literature Review on B2C Mobile Tourism Service 9
2.1 Requirement Assessment of B2C Mobile Tourism Service 9
2.2 System Development for B2C Mobile Tourism Service 11
Chapter 3 Research Method for B2C Mobile Tourism Service Classification 13
3.1 Research Method for B2C Mobile Tourism Service Identification 13
3.2 Research Method B2C Mobile Tourism Service Classification 14
3.3 Research Method for B2C Mobile Tourism Service Evaluation 19
Chapter 4 Research Result for B2C Mobile Tourism Service Classification 24
4.1 Demographics for B2C Mobile Tourism Service Evaluation Survey 24
4.2 Reliability and Validity for B2C Mobile Tourism Service Evaluation Survey 25
4.3 B2C Mobile Tourism Service Evaluation by Tourists 30
4.4 B2C Mobile Tourism Service Evaluation by Service Providers 31
4.5 Discussion on B2C Mobile Tourism Service Classification Result 33
Chapter 5 System Development for B2C Mobile Tourism Service 35
5.1 Requirement Analysis of B2C Mobile Tourism Service 35
5.2 System Framework and Process for B2C Mobile Tourism Service 36
5.3 Database Design for B2C Mobile Tourism Service 38
5.4 System Implementation for B2C Mobile Tourism Service 44
5.5 System Evaluation for B2C Mobile Tourism Service 48
Chapter 6 Extension to B2E Mobile Tourism Service Classification 51
6.1 Literature Review on B2E Mobile Tourism Service Classification 51
6.2 Research Method for B2E Mobile Tourism Service Classification 53
6.3 Research Result for B2E Mobile Tourism Service Classification 58
6.4 Discussion on B2E Mobile Tourism Service Classification Result 66
Chapter 7 Conclusion 69
7.1 Discussions and Managerial Implications 69
7.2 Limitations and Future Research Directions 70
References……………………. 73
Appendix 1. B2C Tourist On-line Survey 79
Appendix 2. B2C 3G Operator On-line Survey 82
Appendix 3. B2C Travel Agency Mail Survey 86
Appendix 4. B2C System Evaluation Survey 89
Appendix 5. B2E Mobile Service Survey 91
Appendix 6. B2E Mobile Service Framework Survey 94
Appendix 7. Item-to-item Correlation Matrix of the Usefulness Ratings by Tourists 97
Appendix 8. Item-to-item Correlation Matrix of the Importance Ratings by 3G Operators 98
Appendix 9 Item-to-item Correlation Matrix of the Feasibility Ratings by 3G Operators 99
Appendix 10. Item-to-item Correlation Matrix of the Effectiveness Ratings by 3G Operators…………………. 100
Appendix 11. Item-to-item Correlation Matrix of the Importance Ratings by Travel Agencies……………………… 101
Appendix 12. Item-to-item Correlation Matrix of the Feasibility Ratings by Travel Agencies…………………… 102
Appendix 13. Item-to-item Correlation Matrix of the Effectiveness Ratings by Travel Agencies………………….. 103		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0903565041en_US
dc.subject (關鍵詞) 服務分類zh_TW
dc.subject (關鍵詞) 系統發展zh_TW
dc.subject (關鍵詞) 行動旅遊服務zh_TW
dc.subject (關鍵詞) 行動服務zh_TW
dc.subject (關鍵詞) service classificationen_US
dc.subject (關鍵詞) system developmenten_US
dc.subject (關鍵詞) mobile tourism serviceen_US
dc.subject (關鍵詞) mobile serviceen_US
dc.title (題名) 行動旅遊服務分類及系統發展研究zh_TW
dc.title (題名) Classification and system development for mobile tourism servicesen_US
dc.type (資料類型) thesisen
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