觀光工廠之展示構成、價值與參觀效益之研究－以三家糕餅博物館為例

Display Configuration, Value, and Visiting Benefit of Tourism Factories: A Case Study of Three Pastry Museums

李君如(Chun-Ju Li)

《行銷科學學報》 11卷1期 (2015/04) Pp. 85-114

https://doi.org/10.3966/181666012015041101004

摘要

為協助傳統產業面對經濟結構變遷而來的種種挑戰，政府於2003年推動製造業兼營觀光發展計畫，企圖改變產業的獲利模式，推向更高的績效格局。對企業而言，工廠觀光化除直接經濟收入外，如何經由各項軟硬體展示引動遊客的價值感受，產生產品忠誠度，更是不容忽視的長效課題。故本研究目的乃是以遊客調查為基礎據以評估工廠開放觀光所帶來價值與效益；以評鑑項目為展示構成之內涵，探討其對遊客價值的影響，而價值又是如何影響參觀效益。研究於2013年8月至獲得優良觀光工廠殊榮的三家糕餅博物館進行調查，共得有效問卷725份。經由PLS確認各構面之信效度。結構模型分析發現展示構成之體驗設計對價值的影響最高；在價值對參觀效益的影響方面，解釋力依序為知覺價值、滿意度、館忠誠度、產品忠誠度，對知覺價值最具預測力者為功能價值，滿意度為嘗新價值、館忠誠度為功能價值，產品忠誠度則為情緒價值。而不同的觀光工廠，展示構成、價值、與參觀效益之關係有別。研究發現可作為企業持續改善精進的參考，以在雷同的產業觀光中凸顯獨特性，將有限資源投入做最有效的規劃，以創造更高的參觀效益。

關鍵字

展示構成 ； 價值 ； 偏最小平方法

並列摘要

To assist traditional industries in facing the various challenges following the changes in industry economic structures, the government began promoting tourism development plans for the manufacturing industry in 2003 in an attempt to modify its profit model and improve its performance. For firms, in addition to obtaining direct income from touristification, determining how to use various hardware and software display methods to promote a sense of value and create product loyalty among tourists is a long-term goal that cannot be ignored. Therefore, this study surveyed tourists to evaluate the value and benefits from opening factories to tourist visitors. The survey questionnaire items were designed to measure the aspects of display configuration, and its influence on tourists' perceived value as well as the influence of value on visiting benefit. The survey was conducted in August 2013 at 3 pastry museums that had received awards for being excellent tourism factories. A total of 725 valid questionnaires were obtained. Partial least squares regression was used to confirm the reliability and validity of each dimension. Structural model analysis revealed that the experience design of display configuration exerted the greatest influence on value. Regarding the influence of value on visiting benefit, perceived value yielded the highest explanatory power, followed by satisfaction, museum loyalty, and product loyalty. The most powerful predictors of perceived value, satisfaction, museum loyalty, and product loyalty were functional value, epistemic value, functional value, and emotional value, respectively. In addition, the relationship among display configuration, value, and visiting benefit differed among the investigated tourism factories. The results of this study can provide a reference for firms to engage in continuous improvement to highlight their unique characteristics among their competitors and utilize their limited resources to create effective plans that increase their visiting benefit.

並列關鍵字

display ； value ； partial least squares (PLS)

參考文獻

李君如(2012)。節慶活動遊客價值量表的建構與驗證－以中台灣燈會為例。高雄師大學報。32，91-112。

李君如、林筱淇(2010)。觀光工廠屬性、顧客價值、滿意度與忠誠度關係之研究－以白蘭氏健康博物館為例。休閒與遊憩研究。4(1)，113-155。

鍾政偉、曾宗德(2014)。觀光工廠遊客環境知覺、遊客價值與遊後行為意圖關係之研究─兼論品牌認同之中介效果。島嶼觀光研究。7(4)，27-47。

李君如(2012)。白蘭氏健康博物館遊客參觀品質、滿意度 與參觀效益之模式建構與驗證。品質學報。19(6)，541-563。

陳寬裕、楊明青、林永森、李謀監(2011)。觀光工廠服務場景、解說服務品質與遊客行為意圖關係之研究。戶外遊憩研究。24(4)，1-28。