觀光工廠意象與品牌知名度、購買意願關係之研究-以大黑松小倆口牛軋糖博物館為例

A Study of the Relationship among Image, Brand Awareness and Purchase Intentionss of Factory Tour – Case of Da Hei Song Xiao Liang Kou Nougat Museum.

張理如(Lee-ju Chang)

指導教授 ： 顏建賢

朝陽科技大學/管理學院/休閒事業管理系/碩士(2009年)

摘要

由於產業觀光的興起，經濟部工業局中部辦公室自2003年起即積極輔導具有歷史、文化的傳統工廠轉型兼營觀光服務，協助有意願轉型的企業，成為兼具製造、歷史文化、觀光休閒價值的活體工廠。而自2008年起工業局輔導方式增加評鑑機制，使得國內各知名大廠如義美、郭元益、白木屋、順天堂、白蘭氏等已多年投入相當資源從事觀光化服務的知名廠商相繼參與，為國內傳統產業轉型提供了新的發展契機。觀光工廠已被視為一個旅遊景點，其意象會影響遊客的旅遊行為與事後行為意向。
本研究以「大黑松小倆口牛軋糖博物館」為研究基地，分平日與假日對前往之遊客進行訪談與問卷調查，共發放400份，回收388份有效問卷。研究結果顯示:平日到訪遊客約有3成，假日到訪的遊客約有7成，平日或假日來訪者其觀光工廠意象、品牌知名度、購買意願都有顯著差異，且部份遊客背景特性對觀光工廠意象與品牌知名度、產品購買意願上有顯著差異。
資料顯示，遊客資訊來源多為宣傳DM、報章雜誌，遊客對觀光工廠意象的認同程度與品牌知名度、產品購買意願有中度相關; 研究結果亦顯示，觀光工廠品牌知名度會影響遊客對產品的購買意願。
本研究結果將提供觀光工廠在意象營造、規劃與提高其品牌知名度之實務方面與推廣策略之建議，以朝向優質化的服務產出、創新的營運模式、深刻的體驗互動。在未來期許能夠跳脫資金、原料與製造優勢的舊思維，而努力掌握想像力、靈感巧思與創造力的價值優勢的新思維，以塑造一個企業文化與傳承意象的觀光工廠。

關鍵字

觀光工廠意象 ； 品牌知名度 ； 購買意願

並列摘要

As the tourism of industry rising up, the Industrial Development Bureau Ministry of Economic Affairs has started to help the historical, cultural traditional factory to operate the tourism service, and assists enterprises which need to transfer to be a tourism service, and living activated factory mixed with manufacture, historical culture, and tourism function from 2003.
Industrial Development Bureau started the evaluation mechanism from 2008, then the famous domestic factories invest huge resource to develop the tourism serve, for example the I-Mei, Guo Yuan Ye, White Wood House, Sun Ten Pharmaceutical, Brand’s etc. Nowadays factory tour becomes a scenic spots, the image of factory tour will influence the visitor''s purchase intentions and the after behavior.
The research sample has including ordinary day and holiday tourists who visit the museum. We interview totally 400 visitors and get 388 valid questionnaires. The conclusions were summarized as follows:
Dada shows that there are about 30% Foreign Independent Tourist (FIT) and Group Inclusive Tourist (GIT) in ordinary day, and about 70% tourists visit the museum in holidays. Some tourist’s background in image of factory tour and brand awareness, product purchase intention of factory tour does have the significance difference.
Most of information have source and from DM, newspapers and magazines. The visitor''s approbation to image of the factory tour degree and brand awareness, product''s purchasing intentions will be related and shows the image of the factory tour that the visitor feels is higher. Research also suggests as a result, make the brand awareness of the factory tour will influence a visitor to the will of the purchasing intentions of product.
The research result will provide the tourism factories to manage their image, to promote the brand awareness and develop the strategy of factory tour. We hope they can create a new business culture and new image of factory tour in near future.

並列關鍵字

Image of factory tour ； Brand awareness ； Purchase intentions

參考文獻

池文海、楊宗儒、蘇鈺玲（2007）。品牌知名度、知覺價值與顧客忠誠度關　係-以花蓮地區觀光旅館的餐廳為例。真理觀光學報，6，37-54。

李元恕（2007）。定價組合策略對消費者認知與購買意願之影響。輔仁管理評論。14(2)，93-112。

李世昌、李林源、張紋菱（2007）。月眉育樂探索樂園遊客旅遊動機、觀光意象與忠誠度關係之研究。屏東教大體育，11，146-166。

李田樹、李芳齡（譯）（2003）。成功不墜Revival of the Fittest。台北：天下雜誌。(Sull, Donald N., 2003)

李君如、陳俞伶（2008）。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究-以白蘭氏觀光工廠為例。顧客滿意學刊，5(1)，93-119。