觀光工廠遊客之涉入程度、態度、主觀規範、知覺行為控制與旅遊意願之相關研究－以高雄橋頭糖廠為例

A Study of the Relationship among Visitors' Involvement, Attitude, Subjective Norm, Perceived Behavioral Control, and Travel Desire of a Tourism factory-A Case of Qiaotou Taiwan Sugar Museum in Kaohsiung

蔡長清(Chang-Ching Tsai) ； 高淑娟(Shu-Chuan Kao)

《商業現代化學刊》 6卷2期 (2011/09) Pp. 255-274

https://doi.org/10.6132/JCM.2011.6.2.15

摘要

國內工廠廠商對工廠兼營觀光服務計畫的認知程度雖顯不足，卻仍有越來越多的工廠尋求轉型，希望可轉型為觀光工廠另尋商機，高雄市正積極發展產業觀光，因此如何規劃一個成功的觀光工廠已成為新興的熱門議題。本研究應用計畫性行為理論為基礎，以參觀高雄橋頭糖廠的遊客作為研究對象，以實地問卷調查收集資料，一共發放250份問卷，實得有效問卷227份。將收集資料以SPSS17.0進行分析與檢定，資料分析方法為敘述性統計、信度分析、項目分析、單因子變異數分析、因素分析及路徑分析等，探討遊客觀光工廠涉入程度、態度、主觀規範、知覺行為控制與旅遊意願模式，以瞭解影響遊客旅遊意願之關鍵因素。研究結果顯示受訪遊客中，性別以女性為居多，佔65.6%；職業以學生為居多，佔32.2%；年齡以18~29為居多，佔50.7%；教育程度以大學／專科為居多，佔62.6%；居住地以南部為居多，佔89.4%。實證分析結果顯示，觀光工廠涉入因素中影響旅遊意願最大者為「吸引力」，橋頭糖廠遊客之觀光工廠涉入、態度、主觀規範、知覺行為控制會顯著影響旅遊意願。

關鍵字

觀光工廠 ； 計畫性行為理論 ； 旅遊意願

並列摘要

Although factories lack of perception toward tourism service plan, more and more are seeking chance to transform as a tourism factory to expand their revenue. Kaoshiung is enthusiastic to develop industry tourism now, so it is an popular issue to plan a successful tourism factory. Based on the theory of planned behavior, this study investigates the tourists visiting Qiaotou Taiwan Sugar Museum in Kaohsiung. A total of 250 questionnaires were sent and 227 were completed. The collected data were analyzed by descriptive statistics, reliability analysis, item analysis, ANOVA analysis, factor analysis and path analysis using SPSS 17.0 to explore the tourism factory tourists' involvement, attitude, subjective norm, perceived behavioral control and travel desire. The results show that most of subjects are female, students, 18 to 29 years old, college graduates, and living in southern Taiwan. The results also show that one of the items of involvement ”attractiveness” is the most influential factors on tourism desire. In addition, the tourist's involvement, attitude, subjective norm, perceived behavioral control will significantly affect the travel desire.

並列關鍵字

Tourism Factory ； Theory of Planned Behavior ； Travel Desire