臺灣博碩士論文加值系統

摘 要

產業觀光已成為當今旅遊市場中竄起的新興休閒型態，在不同的轉型歷程中，依循著各自獨有的產業內涵、自然或人文的資源特性，以差異化的主題設計與營運模式，營造合乎其品牌形象的產業魅力。研究架構係參考相關文獻後以歐洲顧客滿意度模式為基礎，依產業特性作題項設計與調整。研究對象為參觀白蘭氏與大黑松小倆口之遊客，於2008年1~2月間進行問卷調查。研究目的為：1.探討觀光工廠的觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度，並分析不同的遊客屬性在各變數的感受是否有顯著差異；2.建立觀光工廠滿意度之結構方程模式，探討各變數間之關係。研究發現主要有：
遊客在觀光吸引力之「人員服務與產業知識」構面認同度較高；服務品質以「保證性與反應性」構面較為認同。另外，遊客屬性分析方面，白蘭氏以40-49歲、國中以下、已婚、服務業、自行開車及參觀二次上的遊客，在觀光吸引力、服務品質、知覺價值、顧客滿意度、忠誠度變數具較高的認同程度；而大黑松小倆口則是50歲以上、國中以下、未婚、服務業、居住中部、收入1~19,999元、透過旅行社、遊覽車及參觀二次上的遊客，在觀光吸引力、服務品質、知覺價值、顧客滿意度、忠誠度變數具較高的認同程度。
在滿意度模式分析方面，兩家觀光工廠的模式契合度皆達理想適配值；在變數之間的關係假設檢定結果顯示，共同的是服務品質會直接影響知覺價值，知覺價值會直接影響滿意度，滿意度會直接影響忠誠度；另外，白蘭氏之觀光吸引力會直接影響知覺價值；服務品質會直接影響忠誠度；而大黑松小倆口之觀光吸引力會直接影響滿意度。在整體效果方面，觀光吸引力較服務品質對忠誠度更具影響效果。

【關鍵詞】：產業觀光、觀光工廠、觀光吸引力、服務品質、知覺價值、顧客滿意度

Abstract
The tourism industry has already become one of the newly developed recreation businesses of the travel sectors. In the different process of transformation, the industry has great diversity of theme design and operation model with its unique characteristics of industrial, natural and cultural resources to build its glamour in accordance with its brand image. After reviewing of the literature, the research put its emphasis on the basis of European customer satisfaction model to make its questions’ design and adjustment following different industrial characteristics. The research focuses on the visitors of Brand and Dahesong Salico''s, we conducted the surveys of the visitors by questionnaires from January to February in 2008, it aims at: 1. the investigation of tourism attraction of tourism factory, service quality, perception value, customer satisfaction and loyalty, as well as the analysis of the significant difference with respect to the different feeling of attribute of variables among different visitors. 2. the establishment of the structural equation about the satisfaction of tourism factory, to realize the relationships among variables with one another.
The main findings are: the component of Service and Industrial Knowledge with regarding to tourism attraction receives highly recognition from visitors; the component of Guarantee and Response comparatively receives more recognition in respect of service quality. In addition, the analysis of visitors’ attributes in the Museum of Brand are from 40 to 49 years old, under junior high school degree, married, working as services, driving by themselves and visiting more than twice, they have highly recognition to the variables of tourism attraction, service quality, perception value, customer satisfaction and loyalty; the analysis in Dahesong Salico''s, the visitors who are more than 50 years old, under junior high school degree, single, working as services, the habitant of central Taiwan, NT10,000-19,999 income, arranged by the travel agency, visiting more than twice and by bus, they also have highly recognition to the variables of tourism attraction, service quality, perception value, customer satisfaction and loyalty.
Concerning the analysis of satisfaction model, two tourism factories both reach the ideal fitness value. The result of the hypothesis test of the relationships among variables implied in common that the service quality will directly affect the perception value; the perception value will directly affect the degree of satisfaction which will also affect the loyalty directly. In BRAND, it represents that the tourism attraction positively affect the perception value, the service quality affect the loyalty directly while in Dahesong Salico''s, the tourism attraction affect the satisfaction directly. The result of this research to the whole effect represents that tourism attraction has more influence on loyalty than service quality.
Keywords: tourism industry, tourism factory, tourism attraction, service quality, perception value, customer satisfaction

目錄

審定書.......................I
授權書.......................II
摘 要........................III
ABSTRACT.....................IV
謝誌............ .............VI
目錄............ .............VII
表目錄........................IX
圖目錄........................XII
第一章 緒論...................1
第一節 研究動機................1
第二節 研究目的與問題...........1
第三節 名詞解釋................2
第二章 文獻探討................3
第一節 產業觀光................3
第二節 觀光目的地吸引力.........8
第三節 服務品質................12
第四節 知覺價值................15
第五節 顧客滿意度..............17
第六節 顧客忠誠度...............21
第七節 相關研究.................22
第三章 研究方法.................25
第一節 研究架構與研究假設.........25
第二節 研究變數的衡量與問卷設計....26
第三節 抽樣設計..................28
第四節 分析方法..................30
第四章 資料分析..................31
第一節 樣本結構分析...............31
第二節 因素分析...................39
第三節 研究變數構面信效度...........40
第四節 遊客屬性檢定分析.............41
第五節 多樣本結構模式檢定分析........76
第五章 結論與建議...................92
第一節 結論........................92
第二節 實務建議.....................97
第三節 研究限制與後續建議............98
參考文獻...........................100
一、中文文獻........................100
二、英文文獻........................102
附錄一.............................107

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