由於體驗經濟時代來臨,產業觀光已成為現今旅遊市場中新竄起的休閒型態,且消費者越來越注重休閒活動的品質,而觀光工廠也有越來越多樣化的休閒體驗活動可以選擇。本研究以觀光工廠的消費者為觀點,來探討服務品質、體驗行銷、知覺價值對口碑行銷是否有影響。本研究以参觀過觀光工廠的消費者為研究對象,發放問卷150份,且全部回收,皆為有效問卷。實證結果發現:體驗行銷對於知覺價值有顯著的正向影響、知覺價值對於口碑行銷有顯著的正向影響、體驗行銷對於服務品質有顯著的正向影響、體驗行銷對於口碑行銷有顯著的正向影響、服務品質並無顯著正向影響知覺價值。
In experience economy era, the tourism industry has already become one of the newly developed recreationbusinesses of the travel sectors.Therefore when the consumers choice the travel sectors, service quality are critical factory they concern when the service provide offer the variety content in their business. From the consumers’ perspective, this study try to explore the relationships among service quality,experience marketing, perceived value, and word of mouth marketing.We collected 150 participants from factory tours customers; meanwhile, 150 questionnaires were valid for data analysis.According to the empirical findings, we found that service quality has not significant positive effects perceived value, however experience marketing has positive on effects on perceived value, perceived value has positive effects on word of mouth marketing, experience marketing has positive effects on service quality, experience marketing has positive effects on word of mouth marketing.