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

Relationships among Tourism Factory Attributes, Customer Value, Satisfaction and Loyalty: The Case of BRAND'S Health Museum

10.6157/2010.4(1).4

李君如(Chu-Ju Li)；林筱淇(Hsiao-Chi Lin)

觀光工廠 ； 顧客價值 ； 滿意度 ； 忠誠度 ； tourism factory ； customer value ； satisfaction ； loyalty

休閒與遊憩研究

4卷1期（2010 / 05 / 01）

113 - 155

繁體中文

隨著經濟的發展與現代化重組了台灣的經濟結構，爲了生存，傳統產業面臨轉型或升級的挑戰；於是思考以生產元素爲基底，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。本研究藉由Holbrook(2006)提出的顧客價值觀點，探討遊客參觀工廠所感受到的「觀光工廠屬性」、「顧客價值」、「滿意度」與「忠誠度」之間的關聯性。研究以位於彰濱工業區的白蘭氏健康博物館爲基地，針對來訪遊客進行問卷調查，共計回收401份有效問卷。研究發現有三：1.觀光工廠遊客的人口統計變項（性別、婚姻狀況、年齡與教育程度）在觀光工廠屬性之環境設施構面、顧客價值之社會及效率價值構面、滿意度與忠誠度上有顯著差異。2.觀光工廠屬性與顧客價值之間確實存在相關性，透過典型相關分析顯示主要是透過「遊憩體驗」、「參觀情境」與「產品購買」等控制變項，而影響遊客的「外在形象」、「遊樂價值」等效標變項。3.透過多元迴歸分析顯示不同客層的遊客，影響其滿意度與忠誠度的因素有所差異。研究建議館方可因應遊客特性，選擇最適的觀光工廠屬性內涵做出改善，可使遊客感受到較高的顧客價值，進而達到提升滿意度與忠誠度的目的。

The force from economic development and modernization continues to reshape the economic structure in Taiwan. To survive, traditional industries are facing a challenge of business transformation. By focusing on the basic manufacturing/production procedure (elements), the traditional industries attempt to find a business solution by introducing new management methods, new service concept as well as innovative marketing strategies. ”Tourism Factory”, the study subject of this research, is a typical example of the byproducts. Used Holbrook's customer value typology (2006) as its study framework, this research intended to explore the relationships among the attributes of tourism factory, customer values, satisfaction, and tourist loyalty. A survey was conducted at Brand's Health Museum in Changhua coastal industrial park. A total of 401 valid questionnaires were collected from the visitors who visited the museum during that period of time. The study results indicate 3 significant findings: 1. There are significant differences between demographic characters and the other study components including physical facilities of factory attributes, social and efficient value of customers, satisfaction and loyalty. 2. Strong connections exist between tourism factory attributes and customer values. Results from canonical correction analysis show that three control variables -recreation experience, visiting circumstances and product purchase- have influences on external image and play value, the criterion variables. 3. Results from multiple regression analysis also indicate the difference between customer sections and customer's satisfaction and loyalty. This research concludes that by selecting the right types of physical attributes, the tourism factory can improve visitors' visiting experiences and increase their satisfaction as well as loyalty level.

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