觀光工廠遊客知覺價值對重遊意願之影響

Influences of Tourist Perceived Value on Revisiting Intention in Tourism Factory

趙世寬(Shi-Kuan Zhao)

指導教授 ： 林晏州

國立臺灣大學/生物資源暨農學院/園藝暨景觀學系/碩士(2018年)

https://doi.org/10.6342/NTU201800983

摘要

近年來隨著台灣產業的轉型，觀光工廠蓬勃發展，去觀光工廠遊玩已經成為很多人選擇的休閒方式，目前重遊遊客相對較少，大多遊客隨團參加，極大限制了觀光工廠的發展，前人研究發現重遊者比初遊者能帶來更多的經濟效益,在制定經營決策時應該得到更多的重視。過去對於遊客重遊意願的研究多引用知覺價值這一變項進行探討，本研究以巧克力共和國、新旺集瓷觀光工廠、金車噶瑪蘭威士忌酒廠、台灣玻璃館、祥儀機器人夢工廠五處不同類型的觀光工廠為研究基地，主要探討遊客知覺價值各個構面與重遊意願的關係，同時將知覺價值構面進行拆解，探討這五個觀光工廠在知覺價值各個構面上的差異。本研究透過網路問卷的形式進行抽樣調查，共計回收301份，最後有效樣本為289份，5個觀光工廠資料共420筆。研究結果表明不同觀光工廠遊客在知覺價值各個構面上均有顯著差異；在重遊意願構面上，不同觀光工廠在推薦構面以及再次重遊構面上有顯著差異；就迴歸分析結果來看，知覺價值中品質、聲望、情感反饋構面對於重遊意願有顯著正向影響；遊客對於觀光工廠是否有高度評價主要受到知覺價值的品質、行為成本、情感反饋、聲望構面影響；是否推薦他人主要受到知覺價值的情感反饋、聲望構面影響；是否再次重遊主要受到知覺價值的品質、行為成本、聲望構面影響。研究結果有助於觀光工廠經營者透過具體的經營推廣策略提昇重遊遊客數量。

關鍵字

產業轉型 ； 品質 ； 聲望 ； 情感反饋 ； 經營策略

並列摘要

With the industrial transformation of Taiwan, tourism factory is developing rapidly, traveling tourism factory is becoming a popular choice for the public, however, tourists often choose group travel, there are few revisit tourists, which limits the development of tourism factory. Research shows that revisit tourists bring more economic benefits than first-time travelers, which is paid great attention to. Perceived Value is ofen studied in lots of research of revisiting intention. We investigate five different types of tourism factories in Taiwan, the aims of the study are to test the relationships between perceived value and revisiting intention and the differences of dimensions of perceived value of various tourism factories. Questionnaire method is adopted in this study, our results indicate that the dimensions of traveler’s perceived value is different in various tourism factories, “recommend the destination to friends and relatives” of traveler’s revisiting intention is different in various tourism factories, “revisit the destination” of traveler’s perceived value is different in various tourism factories. Quality, Reputation and Emotional response have significantly positive effects on revisiting intention, which are the dimensions of perceived value. Whether or not tourists will speak highly of the destination to friends and relatives is affected by Quality, Behavioral price, Emotional response and Reputation. Whether or not tourists will recommend the destination to friends and relatives is affected by Emotional response and Reputation. Whether or not tourists will choose the destination again is affected by Quality, Behavioral price, Reputation. The results could help managements of tourism factories develop business strategy to increase the number of revisit tourists.

並列關鍵字

Industrial transformation ； Quality ； Reputation ； Emotional response ； Management strategy

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