觀光工廠參觀動機、觀光吸引力、知覺價值與重遊意願關係之研究-以台灣玻璃館為例

The Study of Relationships Among Attraction, Revisit Intention, Perceived Values, tourist attractiveand motivation-A Case Study Based on Taiwan Mirror Glass Enterprise Tourism factory.

林妤璞(Yu-Pu Lin)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

「觀光工廠」為結合製造業、文化產業與觀光所發展出的觀光型態，何種動機及吸引力驅使遊客前往，以及將其視為一般之觀光旅遊，而願意繼續造訪，實為一值得探討議題。為此，本研究探討觀光工廠遊客的參觀動機、觀光吸引力、知覺價值對重遊意願之影響。
本研究以台灣玻璃館遊客為研究範圍與對象，進行問卷調查，共回收有效問卷共324份。研究結果顯示，受訪遊客性別以女性為多數、年齡以21-30歲為最多、教育程度為大學程度最多、婚姻狀況以未婚為主、職業方面以服務業居多、居住地以中部遊客為大宗、多數月收入為20,001-30,000元。遊客對於觀光工廠的參觀動機、觀光吸引力及知覺價值為中上程度，重遊意願則是呈現中等程度的結果。經迴歸分析顯示，觀光吸引力與知覺價值對重遊意願有顯著正向影響，且知覺價值影響程度較高。另外，由多變量變異數分析結果顯示，受試遊客之基本特性於參觀動機、觀光吸引力、知覺價值與重遊意願中皆有部分顯著差異。
為此，本研究建議業者可定時更換展覽作品或不定時更新體驗內容；或以遊戲的方式進行解說並帶動體驗課程來提高遊客對此的重遊意願。另外，建議業者可以在平日導入環境教育課程，亦可與週邊社區結合並發展旅遊平台，以增加平日團客的人數，縮減平日與假日人潮的落差。

關鍵字

重遊意願 ； 知覺價值 ； 參觀動機 ； 觀光吸引力

並列摘要

Tourism Factory is a new type of travel attraction, which it combine manufacturing, cultural industries and tourism. Therefore, it is worthy to understand what make the visitors’ come, and take it as a travel choice, so they would like to revisit. Hence, this study tries to investigate the impact of visitors'' motivation, tourism attraction and perceived value on revisiting.
This research took the visitors’ of Taiwan Mirror Glass Enterprise as the objects, and 324 effective questionnaires were collected. The results showed that majority of the visitors are female, with age of 21-30, university level of education, unmarried dominated, services industry of occupation, Central region, monthly income of NT $ 20,001-30,000. The motivation, tourism attraction and perceived value were about the upper levels, and revisit intention is moderate. Regression analysis showed that both tourism attraction and perceived value have a significant positive impact on revisiting willingness, with the perceived value a higher degree of impact. MANOVA showed that the subjects'' personal information to visit the motivation, tourist attraction, perceived value and revisiting willingness individually partly significant differences.
Therefore, this study suggests that regular replacement of industry exhibition and experience, and interpretation through game could be used as way to increase the willing of revisit. In addition, we proposed environmental education and combined with communities and to reduce the gap between weekdays and weekends crowds.

並列關鍵字

Revisit Intention ； Perceived Values ； Tourist Attractive ； Recreation Motivation

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