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

Constructing and Experimenting the Model of Tourists Viewing Quality, Satisfaction, and Viewing Benefit: A Case on Brand's Health Museum

10.6220/joq.2012.19(6).02

李君如(Chun-Ju Li)

觀光工廠 ； 滿度意 ； 忠誠度 ； 結構方程模型 ； tourism factory ； satisfaction ； loyalty ； structural equation model

品質學報

19卷6期（2012 / 12 / 01）

541 - 563

繁體中文

由於經濟結構的變遷，傳統產業面臨轉型或升級的挑戰；於是許多企業開始思考如何以生產元素為基底，企圖從製程、管理的創新進而思索服務、行銷創新的可能，觀光工廠即是此一思維下的產物。本研究以位於彰濱工業區的「白蘭氏健康博物館」為對象，於2011年3月至4月針對來館的遊客進行問卷調查，回收有效問卷600份。分析重點有三：（1）以驗證性因素分析建構與檢定參觀品質量表。（2）為深入了解工廠開放參觀的效益，本研究因應企業特質深化傳統的忠誠度概念，研提保健食品認知、保健食品行為意向、白蘭氏產品行為意向、品牌印象等參觀效益四構面，並以驗證性因素分析確認各構面之信效度。（3）建構與驗證參觀品質、滿意度與參觀效益之結構方程模式，並藉以評估工廠開放參觀所創造的價值。研究結果顯示，不同的依變項所建構的模式均達到良好或可被接受之配適度，並通過交叉效度之檢驗，符合群組恆等性；競爭模式則以依變項為忠誠度者較佳。在變項關係方面，博物館的參觀品質（含展示設施、人員導覽及主題規劃）會顯著正向影響遊客的滿意度，並對參觀後之忠誠度及效益產生直間接的正向效果。研究發現提供企業對此政策的執行效益評估，對於企業創新服務的價值具有理論與實務上的重要意涵。

Since the transition of economic structure in Taiwan, conventional industries are facing the challenge of transformation and upgrade. Basing on producing elements, many enterprises attempt to find out the innovative service mode and marketing strategies by original way of manufacture and management; therefore, tourism factory is one of the outcomes. Taking Brand's Health Museum in Changhua coastal industrial park as the research subject, a total of 600 effective questionnaires were collected from the visitors who visited the museum from March to April in 2011. The current study analyzed 3 points as below: (1) Constructing and experimenting the viewing quality scale by confirmatory factor analysis. (2) Conforming the reliability and validity of four components: ”conception of healthy food,” ”behavior intention of healthy food,” ”behavior intention of Brand's products,” and ”brand impression.” This point is for comprehending the viewing benefit of tourism factory, so that the foregoing was adopted to respond to the traditional conception of loyalty which is reinforced by business characteristics. (3) Constructing and experimenting the structural equation models of viewing quality, satisfaction, and viewing benefit to estimate the value which are produced after the factory is open for visiting. The results show the model constructed by different dependent variables not only reach well or acceptable goodness fitting, but also conform to the group invariance by cross validity test; moreover, loyalty is the better dependent variable from competition model. On the part of variables association, the viewing quality which includes exhibition facilities, narrators, and theme planning would positively influence tourists' satisfaction; furthermore, it also produced positively direct and indirect effects to the loyalty and benefit after visiting. The study findings could assist enterprises to estimate the benefit at executing this kind of policy, and they provided the theoretical and practical significance for the value of innovative service as well.

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1. 陳瑞龍(2015)。服務品質、顧客價值、顧客滿意、口碑傳播與顧客忠誠之關聯性研究─以民宿產業為例。品質學報，22(3)，161-182。
2. 李君如(2013)。白蘭氏健康博物館參觀品質、滿意度與參觀效益之關係～以遊客特性為干擾變數。數據分析，8(1)，85-108。
3. 李君如(2014)。以多目標探討工廠開放觀光之體驗價值與參觀效益—以桃園觀光工廠為例。數據分析，9(5)，107-134。
4. 李君如(2015)。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。行銷科學學報，11(1)，85-114。