休閒產業正面臨觀光需求多樣化、地方的特性與文化受到重視與重新詮釋、近代產業遺產被當作新的觀光資源等環境改變,使得產業觀光日益受到重視,而觀光工廠是典型的產業觀光之一。重遊觀光工廠能為業者帶來更多的商機值得被注意,本研究目的在探討觀光工廠遊客的重遊意願,以軟性階梯法訪談60位北中南各地具有重遊同一家觀光工廠經驗的遊客,從訪談資料中先透過關鍵事件技術法(CIT)勾起遊客的回憶,讓遊客回想起願意及不願意重遊的觀光工廠旅遊經驗,從正反兩面去觀察遊客願意和不願意重遊的事件、原因及結果,而方法目的鏈(MEC)將重遊經驗透過內容分析法、涵義矩陣估算、建構價值階梯圖等分析過程,挖掘顧客重遊背後的吸引力與重遊動機並建構遊客重遊觀光工廠之價值階梯圖,使用兩種方法分析出遊客願意重遊觀光工廠的因素及觀光工廠的吸引力,研究結果發現遊客重遊觀光工廠的價值是因為(1)觀光工廠產品設計獨特、(2)產業導覽設計豐富有趣互動性高、(3)園區設計能帶遊客進入產業的故事營造參觀氛圍,本研究最後針對此三項結果提出給觀光工廠業者相關建議。
Leisure industry is facing diversified needs for sightseeing, local characteristics and the attention of culture. Besides, modern industrial heritage as a new tourism resource and tourism industry become popular, the tourism factory is the one of the typical tourism industry. Revisit the sightseeing factory can bring more business opportunities and the purpose of this study is to investigate factory tourism willingness to revisit. Around 60 samples the revisit factory experience of tourists from Taiwan had been interviewed though the soft steps method. Firstly, we use the method of critical incident technique (CIT) evoked memories of tourists, let visitors recall the willing to and don''t want to revisit the factory experience, from both sides to observe the reasons tourists willing to and don''t want to revisit. Then, the revisit experience will be analysis though content analysis, meaning matrix estimation and construct the value ladder diagram under the method-end chains (MEC). The analysis process attempt find out the attractiveness and motivations that customers revisit and construct the value ladder diagram of tourism revisit the factory, use two methods to analyze the factors of tourism willing to revisit the factory and the attraction of factory, the results found that tourism revisit the factory because of the value(1) product design of tourism factory is unique、(2) Industrial Site design highly interactive rich and interesting、(3) the design of park created an atmosphere willing to visit and let them knew more about industrial story. This research finally proposed in view of the three results for tourism related suggestion for the factory.