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

Experiential Value and Visiting Benefit of Tourism Factories from a Multiobjective Perspective-A Case Study in Taoyuan County

10.6338/JDA.201410_9(5).0006

李君如(Chun-Ju Li)

展示構成 ； 價值 ； 偏最小平方法PLS ； exhibition ； value ； partial least squares (PLS)

Journal of Data Analysis

9卷5期（2014 / 10 / 01）

107 - 133

繁體中文

為輔導傳統製造業因應全球經濟變遷所面對的衝擊，政府於2003年推動製造業兼營觀光發展計畫，執行至今，中央層級之經濟部所關注之焦點從轉型初期的輔導規劃，中期建立確保品質的評鑑制度，到近期的國際推廣與行銷；而地方政府亦逐步整合資源，將在地產業推向更高的績效格局。對企業而言，工廠觀光化除了經濟商機，遊客價值的創造及品牌的深化，亦不容忽視；而就地方來看，則有促動區域發展的效應。故本研究以桃園縣的觀光工廠為對象，經由遊客調查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，探討其對體驗價值的影響，並將參觀效益從傳統的知覺價值、滿意度、忠誠度擴充至企業形象及產品忠誠度，並再加入城市意象及旅遊潛力。於2013年10月至15家工廠現地進行調查，共得有效問卷989份。經PLS分析發現，在展示構成對體驗價值的影響方面，展示體驗、主題設計及服務管理對四項價值均有顯著影響，又以展示體驗的影響最大；環境設施會顯著影響情緒價值，指標資訊則顯著影響功能價值。在體驗價值對參觀效益的影響方面，功能、嘗新及社會價值會顯著影響知覺價值，四項價值均顯著影響滿意度及忠誠度，對產品忠誠度最具預測力者為社會價值，對企業形象、地方意象及旅遊潛力最具預測力則為情緒價值。

In response to the effects of global economic transition on conventional manufacturing industries, the government authorities in Taiwan have encouraged manufacturing industries to develop tourism plans since 2003. The Ministry of Economic Affairs, as the highest government authority in Taiwan, developed a three-phase plan to assist manufacturing industries: (a) develop transformation plans in the initial phase; (b) establish a quality evaluation system in the second phase; and (c) engage in international promotion and marketing in the third phase. Moreover, local governments in Taiwan have integrated resources and improved the performance of local industries. From the perspective of enterprises, tourism factories can provide business opportunities, create visitor value, and advertise their brands. From the perspective of local communities, tourism factories can facilitate regional development. Therefore, the author of this study used the tourism factories in Taoyuan County to conduct a case study and investigated the value and benefit of these tourism factories through questionnaires. This study examined the content of the exhibit layout and the effects on experiential value. In addition to the traditional viewing benefits of perceived value, satisfaction, and loyalty, the author included corporate image, product loyalty, city image, and tourism potential for evaluation. The on-site questionnaire survey was administered in 15 tourism factories in October 2013. A total of 989 valid questionnaires were obtained, and the authors subsequently conducted partial least squares analysis. Regarding the effects of exhibit layout on experiential value, exhibit experience was the most significantly correlated with the four values, followed by theme design and service management. Environmental facilities significantly affected emotional value, and indicator information significantly affected functional value. Regarding the effects of experiential value on viewing benefit, functions, new treat, and social value significantly affected perceived value, and the four values significantly affected satisfaction and loyalty. Social value was the optimal predictor of product loyalty. Emotional value was the optimal predictor of corporate image, place image, and tourism potential.

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