創意遊程評選之研究

The Study on Creative Tours Evaluation

李麗英(Li-Yin Lee)；陳耀竹(Yaw-Chu Chen)；方彥博(Yen-Po Fang)

創意遊程 ； 評選 ； 模糊多評準決策 ； 文化觀光 ； creative tour ； selection ； fuzzy multi-criteria decision making ； cultural tourism

觀光旅遊研究學刊

16卷1期（2021 / 06 / 01）

63 - 83

繁體中文

創意是當今趨勢，不僅熱門且具有影響力，研究者延續此概念之外，亦說明創意旅遊導入的準則重要性。回顧旅行社如何依據每個特殊目的的性質，進行設計評估富有創意的行程產品，發現較缺乏此相關的研究議題可供探討。本研究採用的基本概念為模糊多準則決策方法。經證實分析獲得2個評選準則；創意活動（動態）和創意背景（靜態）。15個次準則；動態性旅遊包括專屬活動、人文社交、玩家帶路、航空選擇多樣化、獨特藝術、體驗學習、挑戰樂趣。靜態性旅遊包括旅遊景點、獨特建築、地標飯店、獨家服務、文化標識、餐廳環境、文化觀光、特色住宿。最終，再以上述層級架構實際評選出最佳創意遊程，作為本理論模式應用之範例，提出供企業決策者之具體行程規劃建議。

Creativity is today's trend. It is not only popular but also influential. In addition to continuing this concept, researchers also explain the importance of the guidelines for the introduction of creative tours. Looking back how travel agencies used to design and evaluate creative itinerary products based on the nature of each special purpose, it is found that there is a lack of relevant research topics to explore. The basic concept adopted in this research is the fuzzy multi-criteria decision-making method. Two main criteria were obtained through the confirmed analysis, creative activities (dynamic) and creative backgrounds (static). 15 sub-criteria; dynamic tourism includes exclusive events, cultural activities, expert escort, aviation selection, unique art, learning experience and challenge-fun. Static tourism includes tourist attractions, unique buildings, landmark hotels, exclusive services, cultural sites, restaurant ambience, cultural tourism, and special accommodations. Finally, the abovementioned is the best creative tour which is an example of theoretical mode. This special itinerary can help the enterprise to decide itinerary planning.

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