宜蘭地區觀光工廠觀光吸引力、服務品質、休閒效益與重遊意願之關聯性研究

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Title:	宜蘭地區觀光工廠觀光吸引力、服務品質、休閒效益與重遊意願之關聯性研究 The Relationship Among Tourism Attraction Service Quality,Leisure Benefits and Revisiting Willingness A case study of Tourism factory in Ilan Country
Authors:	江立鐘
Contributors:	觀光事業學系觀光休閒事業管理碩士在職專班
Keywords:	觀光吸引力服務品質休閒效益重遊意願 Tourism attraction Service quality Leisure benefits Revisiting Willingness
Date:	2014
Issue Date:	2015-02-04 13:37:47 (UTC+8)
Abstract:	近年來國人生活型態轉變，對休閒旅遊有明顯的需求，加上台灣傳統產業結構變遷，以製造業為主的工廠逐漸衰弱或外移，許多工廠為了突破營運瓶頸，在經濟部的輔導之下，已轉型為保有生產製造及廠區參觀的觀光工廠，除了製造產品之外，也開始開放教學參觀，並設計參觀動線、手做DIY活動、簡報室及展售室等，讓工廠有更多元化的經營。觀光工廠的推動對傳統產業或工廠而言，儼然注入一股新生命的泉源，政府協助具有產業文化或觀光教育價值的傳統工廠轉型，使民眾加深對產業知識與在地文化的認識，同時創造傳統產業第二春。這種新興體驗的旅遊活動，逐漸在台灣各地區興起，趁著週休二日帶著孩子來趟戶外教學，已成為家長規劃旅遊的新指標。隨著國人旅遊需求的影響，觀光工廠熱潮將會持續延燒，在此背景之下，企業主下一步要思考的是如何提升服務品質與經營管理的課題，展現工廠真正的價值，才不致淪為蛋塔效應。本研究針對正在體驗宜蘭地區觀光工廠族群做調查，研究目的在於探討觀光吸引力、服務品質、休閒效益與重遊意願對遊客參與體驗觀光工廠之間的影響關係，研究方法以過往文獻基礎與理論推演研究假設後，分別以敘述統計、相關分析，並採用問卷調查方式進行資料的蒐集，最後，根據研究結果提出結論與建議，以提供業者為來經營方向之參考。 In recent years, people change lifestyle, leisure travel has obvious demand, coupled with structural changes in Taiwan's traditional industries, manufacturing-based factories gradually weakened or relocation of many factories operating in order to break the bottleneck in the counseling of the Ministry of Economy under the ownership has been transformed into manufacturing and factory visit tourist facility, in addition to manufacturing products, but also began to open teaching tour and visit the moving line design, hand-made DIY activities, briefing rooms and exhibition rooms for sale, so that the factory has more diversified business. Promote tourism plant or factory in terms of traditional industries, as if infused new life springing Government to help traditional industries cultural or tourism facility has educational value of the transition, so that people learn more about the industry knowledge and understanding of the local culture, while creating traditional industries second spring. This new experience of tourism activities, and gradually rise in all regions of Taiwan, taking advantage of the week off two day trip to take the kids to outdoor education, tourism has become the parents planning a new index. With the influence of people travel demand, tourism boom will continue to spread the plant, in this context, corporate owners have to ponder the next step is how to improve the service quality and management issues, to show the real value of the plant, it will not perish for tart effects. For this study had experienced Ilan factory tour groups to do research, study was to investigate tourist attraction, service quality, efficiency and customer loyalty and leisure visitors to participate in the experience of the impact of the relationship between the plant tour to study ways to document the basis of past After deduction theory hypothesis, respectively, descriptive statistics, correlation analysis, and the use of a questionnaire survey method to collect data, and finally, conclusions and recommendations based on the findings in order to provide the industry with reference to experience improvement in marketing activities to enhance better service quality.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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