後疫情時代體驗經濟對旅遊業的影響之探討—以宜蘭傳統藝術中心為例

Abstract

新冠肺炎的疫情對旅遊業造成了極大衝擊，同時也加速了旅遊產業的結構性轉變，在後疫情時代，如何透過更好的體驗設計來吸引並滿足消費者，將是體驗旅遊經營的主軸之一。然而許多旅遊業者面對疫情進行體驗活動設計時，普遍仍缺乏可依循的經驗模式，為填補此實務與研究缺口，本研究採用個案分析法，以宜蘭傳統藝術中心為例，探討個案如何運用體驗旅遊的轉型策略，突破疫情影響下旅遊業的經營困境。同時，本研究亦於文末歸納後疫情時代體驗旅遊的轉型方針、主題設計與體驗活動規劃，期能為後續體驗旅遊經營之觀光業者，提供具體的策略建議與未來發展方向。

The severe impact of the COVID-19 pandemic has led to a large-scale structural transformation in the tourism industry. To survive and revive in the post-pandemic era, it is critical for practitioners to attract, satisfy and retain customers through superior experiential traveling. However, there is still a lack of adequate business model and transformation strategy that deals with customer experiences in the face of pandemic challenges. To address this important issue, this research conducts a case study on the Yilan Traditional Art Center, aiming to investigate how it overcomes the challenges and successfully transforms itself based on the experiential design approaches. Through detailed exploration, this research summarizes valuable insights and provides suggestions on the experiential theme selection, activity planning, as well as transformation opportunities. Results, implications, limitations, and future research directions are then discussed.