本研究旨在探討成功觀光工廠之經營實務,並以歸納邏輯建構出觀光工廠的創新事業模式。研究方法採用個案研究法,以領有營利事業登記證及工廠登記證之製造業者,且同時願意投入相對資源進行企業轉型之傳統產業者為研究對象。依循理論紮根程序,透過MAXQDA質性分析軟體,本研究從四家成功轉型為觀光工廠的經營者訪談資料中,得到三個重要發現:一、觀光工廠的創新事業模式中,其價值主張包括有體驗、創新和懷舊等三個構面,其資源要素則包括有文化資產、人力資源和正當性;二、觀光工廠的轉型經過三個階段:認知、調整、拓展;三、成功轉型的觀光工廠,其效益包括有實質利潤和企業形象。
The purpose of this study is to investigate the business practices of successful tourism factory, and use inductive logic to construct a tourism factory’s innovative business model. This study used a case study approach, and in accordance with grounded theory procedures to analyze the data. By analyzing the interviews of four successful tourism factories, the study found three important results. First, in tourism factory’s innovative business model, the value proposition includes the three dimensions of experience, innovation and nostalgia, the resources includes the three dimensions of cultural assets, human resources and legitimacy. Second, the transformation of tourism factory through three stages: cognition, adjustment and expansion. Third, successful transformation benefits include real profit and corporate image.