人機共舞：兩岸機場自助服務科技之價值共創與共毀

Abstract

近年來，智慧科技的合理運用能有效提升機場整體營運效率，自助辦理登機大大增進了旅客的便利性，減少了排隊等待時間。然而，這項技術也存在介面複雜等問題，無法滿足所有旅客的需求。臺灣桃園國際機場和廣州白雲國際機場分別是臺灣和中國大陸最繁忙的機場，為了應對不斷增長的旅客流量和變化，這兩個機場正積極採納自助服務科技。因此，本研究欲瞭解這兩個機場出境大廳內的自助服務科技之現況，更深入了解兩岸旅客和地勤人員對機場自助報到機 (Self Check-in Kiosk)、自助行李托運 (Self Service Baggage Drop) 的感受和看法，以及互動狀況。本研究設計採立意抽樣方式，針對曾使用過自助報到機或自助行李託運之旅客以及負責自助設備區域之地勤人員進行半結構式訪談，共訪問大陸及臺灣地區旅客、地勤人員共12位，並採用內容分析法進行資料分析。研究指出，大陸旅客對自助服務科技的需求主要在于節省時間、簡化流程、降低風險、整合功能、減少工作量和注重設計美學。在價值共創過程中，地勤人員的主動指引、友善態度和技術支持至關重要。大陸旅客偏好自主操作，但仍願接受地勤人員的協助；相對地，臺灣旅客期待更貼心的服務。然而，共創過程中存在一些共毀現象，如操作流程不清晰、設備故障風險下，對特殊情況的應對不足等，這需要進一步改進和優化。期望透過以上研究協助機場和航空公司更好地了解旅客需求，以優化自助服務科技的應用、加強旅客和地勤人員之間的合作，來提高機場運營效率，增進旅客體驗，並促進更多的旅客參與。In recent years, the rational use of smart technology has effectively improved overall airport operational efficiency. Self-service check-in has greatly enhanced passenger convenience and reduced queue waiting times. However, this technology also has issues such as complex interfaces that may not meet all passengers' needs. Taiwan's Taoyuan International Airport and China's Guangzhou Baiyun International Airport are the busiest airports in Taiwan and Mainland China, respectively. To cope with the growing passenger flow and changes, these two airports are actively adopting self-service technology. Therefore, this study aims to understand the current status of self-service technology in the departure halls of these two airports and to gain a deeper understanding of the experiences and views of both MainlandChinese and Taiwanese passengers, as well as ground staff regarding self-check-in kiosks and self-service baggage drops. This study uses purposive sampling and semi-structured interviews with 12 passengers and ground staff whohave used self-check-in kiosks or self-service baggage drops. Content analysis was employed for data analysis. The study indicates that Mainland Chinese passengers’ demands for self-service technology mainly focus on saving time, simplifying processes, reducing risks, integrating functions, decreasing workload, and emphasizing design aesthetics. In the value co-creation process, proactive guidance, friendly attitudes, and technical support from ground staff are crucial. While Mainland Chinese passengers prefer self-operation, they are still willing to accept assistance from ground staff; conversely, Taiwanese passengers expect more considerate service. However, there are some destructive co-creation phenomena, such as unclear operation processes, risks of equipment malfunction, and insufficient handling of special situations, which need further improvement and optimization. It is hoped that this research will help airports and airlines better understand passenger needs, optimize the application of self-service technology, enhance cooperation between passengers and ground staff, improve airport operational efficiency, enrich passenger experiences, and encourage more passenger engagement.