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題名：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
書刊名：休閒與遊憩研究
作者：李君如 引用關係／林筱淇
作者(外文)：Li, Chu-ju／Lin, Hsiao-chi
出版日期：2010
卷期：4:1
頁次：頁113-155
主題關鍵詞：觀光工廠；顧客價值；滿意度；忠誠度；Tourism factory；Customer value；Satisfaction；Loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(9) 博士論文(0) 專書(0) 專書論文(1)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:12
  • 點閱點閱:93
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.
期刊論文
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4.林宜靜、陳禎祥、曾倫崇(200609)。產品類型與實虛通路型態對顧客價值、顧客滿意度與忠誠度之影響。顧客滿意學刊，2(2)，121-159。new window  延伸查詢new window
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13.Gallarza, Martina G.、Gil-Saura, Irene(2006)。Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students' Travel Behaviour。Tourism Management，27(3)，437-452。  new window
14.Woodruff, R. B.、Gardial, S. F.(1996)。Once and future products。The Journal of Business Strategy，17(3)，11-12。  new window
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17.Holbrook, M. B.、Hirschman, E. C.(1982)。The experience aspects of consumption: Consumer fantasies, feeling and fun。Journal of Consumer Research，9(5)，132-140。  new window
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19.Yoon, Y.-S.、Lee, J.-S.、Lee, C.-K.(2010)。Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach。International Journal of Hospitality Management，29(2)，335-342。  new window
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29.Holbrook, M. B.(2005)。Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection。Journal of Business Research，58(1)，1-45。  new window
30.Øystein, J.、Victor, H. K.(2007)。Consumer Values among Restaurant Customers。International Journal of Hospitality Management，26(3)，603-622。  new window
31.Holbrook, M. B.(2006)。Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay。Journal of Business Research，59(6)，714-725。  new window
32.Lee, Y. K.、Lee, C. K.、Lee, S. K.、Babin B. J.(2008)。estivalscapes and patrons' emotions, satisfaction, and loyalty。Journal of Business Research，61(1)，56-64。  new window
33.Cole, S. T.、Chancellor, H.C.(2009)。Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention。Journal of Vacation Marketing，15(4)，323-333。  new window
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35.Žabkar, V.、Brenčič, M. M.、Dmitrović, T.(2010)。Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level。Tourism Management，31(4)，537–546。  new window
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會議論文
1.李君如、陳兪伶(2008)。觀光吸引力、服務品質、知覺價値、滿意度及忠誠度關係之硏究--以白蘭氏健康博物館爲例。桃園：銘傳大學桃園校區觀光學院。301-320。  延伸查詢new window
2.李君如(2007)。從工業經濟到體驗經濟--以觀光創造新藍海的傳統產業。服務創新與企業家精神--觀光工廠研討會，(會議日期: 2007/10/20)。台中：靜宜大學。5-20。  延伸查詢new window
圖書
1.Kolter, P.(1991)。Marketing Management: Analysis, Planning Implementation and Control。New Jersey：Prentice-Hall International。  new window
2.Howard, J. A.、J. N. Sheth(1969)。The Theory of Buyer Behavior。New York：John Wiley & Sons。  new window
3.Kotler, P.、Armstrong, G.(1999)。Principles of marketing。New Jersey：Prentice-Hall。  new window
4.Holbrook, M. B.(1999)。Introduction to customer value. Customer value: A framework for analysis and research。New York：Routledge。  new window
5.Gale, Bradley T.、Wood, Robert Chapman(1994)。Managing Customer Value: Creating Quality and Service that Customers Can See。New York：The Free Press。  new window
6.邱皓政(2005)。量化研究法（二）：統計原理與分析技術。臺北市：雙葉書廊。  延伸查詢new window
7.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
8.Rokeach, M.(1968)。Beliefs, attitudes, and values: A theory of organization and change。Jossey-Bass。  new window
9.Berman, B.、Evans, J.(2001)。Retail management: A strategic approach。NJ：Prentice Hall。  new window
圖書論文
1.Brown, S.(1999)。Devaluing value: The apophatic ethic and the spirit of postmodern consumption。Consumer value: A framework for analysis and research。New York：Routledge。  new window
 
 
 
 
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