機場是旅客最先抵達的地方，是一個國家的門面，機場的服務的好壞，會影響 旅客對於一個國家的印象。本研究機場旅客為研究對象，探討旅客對於台灣機場創 新服務的需求偏好。本研究問卷為研究者整理並修改文獻之量表，再經由專家訪談 後編製而成，採取便利抽樣方式進行問卷調查，受測對象為近兩年內有到過機場的 旅客。共計發出380 份問卷，回收362 份有效問卷，有效問卷回收率為95%。本 研究採用Kano 二維品質模式，將旅客對於機場服務的偏好分成魅力品質、一元品 質、二元品質、當然品質及反轉品質，研究結果顯示，旅客對於多元創新服務與旅 遊規劃服務的喜愛程度較高，其魅力品質占多數，但對於綠色機場與共創價值的文 化服務則是無差異品質居多。本研究期望將研究分析結果提供給台灣機場，作為未 來在經營管理及後續研究之參考與建議。

The airport is the first place for visitors who arrive. This is also a façade of the country. The quality of the airport service affects the country's image for the passenger. The subject for this study was airport visitors who had been to the airport in last two years. The aim of this study was to explore the needs of innovative service preferences to Taiwan Airport. The questionnaire was modified by the previous scales from the literature review, and evaluated by expert validity interviews. A convenient sampling survey was used for data collection. The total of 380 questionnaires was 362 valid questionnaires, and the effective response rate was 95%. Data was analyzed by Noriaki Kano Model for airport services for passengers preferences into the charm, one-dimensional, two-dimensional, must-be and reversal of qualities. The findings showed that passenger service innovation for pluralism and tourism planning services in relation to the high quality of favorite and the majority of its charm. However, there is no significant difference in the variables of green airport and multi-cultural services. This study was expected to provide the results to Taiwan airport which could be a reference for the future administration and management and follow-up research.