國內觀光工廠期刊文獻之回顧研究

隨著經濟發展與時代變遷，近年來民眾對於知識性與體驗性活動的需求顯著提升，加上政府的推動與倡導，不僅促使國內休閒觀光旅遊產業蓬勃發展，也讓同時兼具企業經營、知識教育以及休閒旅遊功能的觀光工廠已經成為國民旅遊的熱門景點之一。有鑑於此，觀光工廠的發展盛況也帶動相關研究議題產生，故本研究乃針對範圍以2018至2023年間有關觀光工廠的國內相關期刊文獻，共計有23篇進行文獻回顧，藉此瞭解台灣觀光工廠之分布與經營發展情況，以及研究主題、方法和遊客族群特徵。結果顯示，目前台灣地區之觀光工廠以桃園、台南二縣市分布家數最多，並經由內容分析可知，觀光工廠之相關研究主題以「服務品質」、「體驗價值」、「滿意度」、「重遊意願」占大多數；研究方法以量化問卷調查為主；遊客族群則集中於受過高等教育、個人月收入三至五萬元、家庭旅遊型態為主的此類群體居多。透過本研究分析結果，期能提供後續相關研究及業界實務營運上作為參考依據，從而提升國內觀光工廠的觀光效益。

關鍵字

觀光工廠；內容分析；服務品質；體驗行銷

並列摘要

With economic development and times change, people's demand for knowledge-based and experiential activities has increased significantly in recent years. Coupled with the government's promotion and advocacy, it has not only promoted the vigorous development of the domestic leisure tourism industry, but also made the tourism factory with the function of enterprise management, knowledge education and leisure tourism has become one of the popular sightseeing spots of national tourism. In view of this, the great development of tourism factories has also led to the emergence of related research topics. Therefore, this study is based on the journal literature related to tourism factories from 2018 to 2023, and a total of 23 materials were reviewed to understand the relationship between tourism factories, distribution and business development, as well as research themes, methods and characteristics of tourism groups. The results show that currently Taoyuan and Tainan have the most tourism factories in Taiwan. Through content analysis, it can be seen that the relevant research topics of the tourism factory are mostly "service quality", "experience value", "satisfaction" and "willingness to revisit". The research method is mainly based on quantitative questionnaire survey. The tourist group is concentrated in those who have received higher education, have a personal monthly income of $30,000 to $50,000, and mainly travel as families. Through the analysis results of this study, it is expected to provide follow-up relevant research and practical operation of the industry as a reference, so as to enhance the tourism benefits of domestic tourism factories.

並列關鍵字

Tourism Factory ； Content Analysis ； Service Quality ； Experience Marketing

參考文獻

王麗卿 (2018)。消費者對於台灣北區觀光工廠空間設計重視因素之調查研究。文化創意產業研究學報， 8(2) ， 9-17 。 https://doi.org/ 10.6639/JCCIR.201806_8(2).0002

林義斌 (2021)。觀光工廠做為戶外教育學習場域之探索研究。嘉大體育健康休閒期刊，20(2)，74-86。https://doi.org/10.6169/NCYUJPEHR.202112_20(2).06

殷育士、張文榮 (2020)。旅遊目的地品牌權益分析-以台灣觀光工廠為例。真理觀光學報，17，19-32。https://doi.org/10.6438/TOJT.202012_(17).0002

張詠盛、張千雲、鄭瑞昌、簡淑惠 (2019)。體驗行銷、體驗價值、觀光工廠意象對重遊意願之影響-以緞帶王觀光工廠為例。休閒產業管理學刊，12(2)，39-62。https://doi.org/10.6213/JLRIM.201909_12(2).0003

張德儀、汪芷榆、羅筱婷 (2018)。以消費體驗觀點探討觀光工廠之行銷策略。餐旅暨觀光，15(1)，1-26。https://doi.org/10.6572/JHT.201803_15(1).0001

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