中文摘要

數字科技促進了疫情下文化古蹟的進一步創新，使其更貼近消費者的日常生活，與年輕一代的聯繫更加緊密。與傳統的文化古蹟相比，營利性的文化古蹟需要銷售其產品來維持運營。本研究旨在總結文化古蹟在疫情背景下的策略和創新。本案例研究說明了台灣的文化古蹟如何利用數字技術進行服務設計和體驗創新，以改善在疫情期間無法實體經營的狀況。

本案例研究包括了台灣的三個文化機構，數據來自於半結構化訪談以及觀察和次級資料。數據分析以基礎理論為基礎，建立理論框架，收集數據並使用開放編碼、軸心編碼和選擇性編碼的策略來解釋數據。

本文闡述台灣文化古蹟的策略和措施，尤其是技術使用和數字平台的作用和促進社會參與。研究結果發現具有互動性的直播作為一種新的促進銷售的方式正在崛起。利用多種數字平台可以保持消費者對文化古蹟的興趣，鼓勵後續訪問，從而帶來更多的線上和線下流量。

本文說明了數字技術在疫情背景下的優勢，特別是了引入了不同於傳統文化古蹟的直播和社交平台的創新技術。這符合現代電子商務的發展趨勢以及年輕一代的使用習慣。研究結果擴展了現有文化古蹟的研究範圍至數位科技互動，特別是關於亞洲地區的文化古蹟研究。本研究提出了一個概念框架。它描述了服務設計、體驗創新和數字平台可參與消費交互過程。基於服務設計的觀點，研究觀察從實體服務到線上服務的轉變，強化了文化古蹟的相關理論。本文有助於文化古蹟行業了解疫情中的轉型路徑和創新策略並梳理了文化遺產的網絡運營手段，有助於文化古蹟在疫情下實行創新策略。

Abstract

Digital technology has promoted the further innovation of cultural monuments under the epidemic situation, making them closer to consumers' daily life and closer to the younger generation. Compared with traditional cultural monuments, for-profit cultural monuments need to sell their products to maintain operations. This study aims to summarize the strategies and innovations of cultural monuments in the context of the epidemic. This case study illustrates how a cultural heritage site in Taiwan leverages digital technology for service design and experience innovation to improve its inability to operate physically during the pandemic.

This case study included three cultural institutions in Taiwan, and the data were obtained from semi-structured interviews as well as observation and secondary sources. Based on fundamental theory, data analysis establishes a theoretical framework, collects data and uses strategies of open coding, axial coding and selective coding to interpret the data. This article elaborates on the strategies and measures of Taiwan's cultural heritage, especially the use of technology and the role of digital platforms and promoting social participation. The results of the study found that interactive live streaming is on the rise as a new way to boost sales. Utilizing multiple digital platforms can maintain consumer interest in cultural monuments and encourage follow-up visits, resulting in more online and offline traffic.

This article illustrates the advantages of digital technology in the context of the epidemic, especially the introduction of innovative technologies that introduce live broadcasting and social platforms that are different from traditional cultural monuments. This is in line with the development trend of modern e-commerce and the usage habits of the younger generation. The findings extend the scope of existing research on cultural monuments to digital-technological interactions, especially with regard to cultural monuments in the Asian region. This study proposes a conceptual framework. It describes service design, experience innovation, and digital platforms that can participate in consumer interaction processes. Based on a service design perspective, the study observes the transition from brick-and-mortar services to online services, reinforcing theories about cultural monuments. This article helps the cultural heritage industry understand the transformation path and innovation strategy during the epidemic, and sorts out the network operation methods of cultural heritage, which will help cultural heritage implement innovative strategies under the epidemic.

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