桃園市觀光工廠產業聚落吸引力研究

Study on the Attraction of Taoyuan City's Tourist Factory Industrial Settlement

江佳勳(Chia-Hsun Chiang)；林秋堂(Chiu-Tang Lin)；施君翰(Chun-Han Shih)；郭明珍(Ming-Cheng Kuo)

觀光工廠 ； 體驗行銷 ； 行銷策略 ； 觀光拉推力 ； Tourism factory ； Experience marketing ； Marketing strategy ； Tourism promotion

休憩管理研究

8卷1期（2021 / 07 / 01）

53 - 79

繁體中文

近年來政府大力推動產業轉型為觀光工廠，使傳統的製造工廠轉型成為具備生產製造、歷史文化、觀光價值的休閒園區，目前在國內的學術研究中，體驗行銷是一個嶄新的行銷概念；在觀光工廠萌芽發展之初，透過本研究觀察消費者對於觀光工廠所提供的體驗項目之看法，提供觀光工廠經營者建構貼近消費者之體驗環境，以研究內容及行銷策略之參考；因此本研究將以18家觀光工廠為產業背景，探討研究內容、體驗行銷及行銷策略之間的關係，面對全球化產業結構的重整，以及高感性消費時代的來臨，傳統產業走出舊的模式，轉型至以服務為取項的新傳統產業。此外，本研究利用觀光拉推力地理資訊空間分析評估18家觀光工廠與近十年來桃園市旅遊的遊客建立空間內效函數，評估來桃園市旅遊的遊客有沒有可能拉來做為觀光工廠遊客的機會，或是推力？研究結果顯示前5年顯示為推力，觀光工廠的遊客與來桃園市風景區遊玩的遊客不屬於同一群重疊性也不高，後五年的結果顯示來桃園風景區的遊客會將觀光工廠安排為其中一個遊程站，但各家工廠受限於經營理念、行銷策略並沒有成功開發形成拉力，仍需政府相關政策配套吸引遊程改善拉推力。

In recent years, the government has vigorously promoted the transformation of industry into tourism factories, transforming traditional manufacturing factories into leisure parks with manufacturing, historical and cultural values, and tourism. At present, in domestic academic research, experience marketing is a brand-new marketing concept; in tourism At the beginning of the embryonic development of the factory, through this research, we will observe consumers' views on the experience items provided by the tourist factories, and provide tourist factory operators with a reference for constructing an experience environment close to consumers for researching content and marketing strategies; therefore, this research will use With 18 tourism factories as the industrial background, we explored the relationship between research content, experience marketing and marketing strategy. Faced with the reorganization of the global industrial structure and the advent of the era of high-sensitivity consumption, traditional industries moved out of the old model and transformed to The service is the new traditional industry of the project. In addition, this study uses the tourism pulling force geographic information spatial analysis to evaluate 18 tourism factories and the tourists who have traveled in Taoyuan City in the past ten years to establish a spatial internal effect function, to evaluate whether it is possible to attract tourists to Taoyuan City as tourists to the tourism factory. Opportunity, or thrust? The results of the study show that the first 5 years are thrust. Tourists from the tourist factories and tourists who come to Taoyuan Scenic Area do not belong to the same group and the overlap is not high. The results of the next five years show that those who come to Taoyuan Scenic Area are not in the same group. Tourists will arrange the sightseeing factory as one of the tour stops, but each factory is limited by the business philosophy, marketing strategy, and, still need the government's related policies to attract the improvement of the itinerary and pull the push.

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