觀光工廠感質設計與遊客再遊意願之研究

The Study of Qualia Design in Tourism Factories and Tourists' Re-visiting Intention

呂玟蓁(Wen-Chen Lu) ； 白凢芸(Fan-Yun Pai) ； 葉子明(Tsu-Ming Yeh)

《運動與遊憩評論》 10期 (2022/01) Pp. 51-78

摘要

本研究以感質體驗觀點結合修正式德菲法與模糊層級分析法探討影響遊客旅遊觀光工廠意願之因素。經文獻探討設計出「核心知識」、「深度體驗」、「高質美感」三大構面、七項因素、23個子因素之前測問卷，以修正式德菲法之專家問卷經兩階段衡量，結果保留剩餘21項子因素來建構修正後的第二階段的模糊層級架構。研究結果顯示在感質觀點三大構面之品質、品味、品牌之中，品質構面對觀光工廠遊客旅遊意願具有最大的影響力，包含服務品質、流程品質與硬體品質等元素，其中最關鍵的指標為整體觀光工廠的服務品質以專業知識最具影響力。整體串聯權重之數值前五高的子因素依序為「A33專業知識」、「A22獨特性」、「B13有趣的」、「A12安全」、「A31禮貌」。

關鍵字

觀光工廠 ； 感質體驗 ； 修正式德菲法 ； 模糊層級分析法

並列摘要

The research aims at finding the factors that influence tourist traveling intention to tourism factories from qualia perspective. Based on the literature review, the research has designed three dimensions, seven factors, and 23 sub-factors. Regarding the research processes, the research made experts questionnaire to survey Qualia perspective opinions from experts by modified Delphi. However, the result showed that only two sub-factors were lower than the average 4 points. Therefore, the research has deleted two sub-factors and have kept the rest of 21 sub-factors to construct the revised fuzzy hierarchy structures. The results showed that the greatest influence on the tourist intentions of tourism factories, included service quality, process quality, and hardware quality. What's more, the most important sub-factor is ＂A33 Professional knowledge＂. However, the top five sub-factors of the overall are ＂Professional knowledge ＂, ＂Uniqueness＂, ＂Interesting＂, ＂Security＂, and ＂Politeness＂.

並列關鍵字

tourism factories ； qualia experiences ； fuzzy level analysis method ； modified Duffy method