| 摘要: | 為探討觀光工廠遊客涉入、體驗價值、解說服務與忠誠度關係之研究，經由間接文獻之引用及邏輯之推理，發現變數間之關係有必要進一步釐清。本研究是透過發送實體問卷的方式，請觀光工廠遊客幫忙填寫。總共發送了500份問卷，總共回收489份，去除無效問卷17份，總共有效問卷為472份，問卷有效率為94.4%，針對資料分析方面，使用SPSS統計套裝軟體進行資料分析，所採取的統計方法包括敘述性統計、信度分析、相關分析和迴歸分析等。以了解觀光工廠遊客對於遊客涉入、體驗價值、解說服務與忠誠度之間的衡量。
研究結果顯示，遊客涉入與體驗價值為高度相關；遊客涉入與解說服務為中度相關；遊客涉入與忠誠度為中度相關；體驗價值與解說服務為中度相關；體驗價值與忠誠度為高度相關；解說服務與忠誠度為中度相關，且發現遊客涉入、體驗價值、解說服務與忠誠度均具有正向顯著影響，其研究假設獲得支持。
The purpose of this study was to investigate the effects of the elements of tourism factory including tourist involvement, experiential value, interpretation service and customers’ loyalty. It is imperative to discuss on the interactive effects of tourist involvement, experiential value, interpretation service and customers’ loyalty through literature review and logical reasoning.
Therefore, the research uses the questionnaire investigating items to measure and then put the questionnaires in some tourism factories. The research surveyed 500 customers about their opinions in tourist involvement, experiential value, interpretation service and customers’ loyalty. Sampling subjects were Issued a total of 500 questionnaires, 489 were returned, 472 valid questionnaires,(response rate 94.4%). Meanwhile, all raw data were processed and applied by using descriptive statistics, factor analysis, reliability analysis, validity analysis and SPSS statistical software to examine the influences and differences which affected by variables.
The analysis results were summarized as follows, Tourist involvement has positive significant effect on experiential value, has significant effect both on interpretation service and customers’ loyalty. Experiential value has significant effect on interpretation service, has positive significant on customers’ loyalty. Interpretation service has significant on customers’ loyalty. Specifically, for all of the samples, tourist involvement, experiential value, and interpretation service have positive significant effects on customers’ loyalty. |
