ABSTRACT
Taiwan’s wedding industry is facing the bottleneck of market shrinkage. Scientifically reviewing service provision and searching for creative extraction and design for the Taiwanese wedding industry is a real need. In this study, 25 wedding consultants discussed service design, aiming at the pain points of ritual cumbersome, unclear, time-consuming, laborious, and interactive, and proposed a merged marriage ceremony called “Once a Lifetime,” simplified customary materials, and dating events that will increase interaction. After two years and six months of experiment, the results show that 84% of newcomers and 53% of parents are satisfied. Another questionnaire conducted with 45 wedding consultants averaging 6–10 years experience in hotel, banquet hall, and restaurant wedding planning and practice, from the north, central, and south regions of Taiwan, showed that 81.5% consider the simplified wedding ceremony to be acceptable, 70.4% feel it is feasible, and the actual practice rate was 71.1%. As a result the booking rate has increased by 62.2%, and 92.9% of the people can feel a reduction in tediousness, which indicates that the introduction of service design can help design innovation.
