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題名：白蘭氏健康博物館遊客參觀品質、滿意度與參觀效益之模式建構與驗證
書刊名：品質學報
作者：李君如 引用關係
作者(外文)：Li, Chun-ju
出版日期：2012
卷期：19:6
頁次：頁541-563
主題關鍵詞：觀光工廠；滿度意；忠誠度；結構方程模型；Tourism factory；Satisfaction；Loyalty；Structural equation model
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(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:47
  • 點閱點閱:126
由於經濟結構的變遷，傳統產業面臨轉型或升級的挑戰；於是許多企業開始思考如何以生產元素為基底，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。本研究以位於彰濱工業區的「白蘭氏健康博物館」為對象，於2011年3月至4月針對來館的遊客進行問卷調查，回收有效問卷600份。分析重點有三：（1）以驗證性因素分析建構與檢定參觀品質量表。（2）為深入了解工廠開放參觀的效益，本研究因應企業特質深化傳統的忠誠度概念，研提保健食品認知、保健食品行為意向、白蘭氏產品行為意向、品牌印象等參觀效益四構面，並以驗證性因素分析確認各構面之信效度。（3）建構與驗證參觀品質、滿意度與參觀效益之結構方程模式，並藉以評估工廠開放參觀所創造的價值。研究結果顯示，不同的依變項所建構的模式均達到良好或可被接受之配適度，並通過交叉效度之檢驗，符合群組恆等性；競爭模式則以依變項為忠誠度者較佳。在變項關係方面，博物館的參觀品質（含展示設施、人員導覽及主題規劃）會顯著正向影響遊客的滿意度，並對參觀後之忠誠度及效益產生直間接的正向效果。研究發現提供企業對此政策的執行效益評估，對於企業創新服務的價值具有理論與實務上的重要意涵。
Since the transition of economic structure in Taiwan, conventional industries are facing the challenge of transformation and upgrade. Basing on producing elements, many enterprises attempt to find out the innovative service mode and marketing strategies by original way of manufacture and management; therefore, tourism factory is one of the outcomes. Taking Brand's Health Museum in Changhua coastal industrial park as the research subject, a total of 600 effective questionnaires were collected from the visitors who visited the museum from March to April in 2011. The current study analyzed 3 points as below: (1) Constructing and experimenting the viewing quality scale by confirmatory factor analysis. (2) Conforming the reliability and validity of four components: "conception of healthy food," "behavior intention of healthy food," "behavior intention of Brand's products," and "brand impression." This point is for comprehending the viewing benefit of tourism factory, so that the foregoing was adopted to respond to the traditional conception of loyalty which is reinforced by business characteristics. (3) Constructing and experimenting the structural equation models of viewing quality, satisfaction, and viewing benefit to estimate the value which are produced after the factory is open for visiting. The results show the model constructed by different dependent variables not only reach well or acceptable goodness fitting, but also conform to the group invariance by cross validity test; moreover, loyalty is the better dependent variable from competition model. On the part of variables association, the viewing quality which includes exhibition facilities, narrators, and theme planning would positively influence tourists' satisfaction; furthermore, it also produced positively direct and indirect effects to the loyalty and benefit after visiting. The study findings could assist enterprises to estimate the benefit at executing this kind of policy, and they provided the theoretical and practical significance for the value of innovative service as well.
期刊論文
1.李君如、林筱淇(20100500)。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。休閒與遊憩研究，4(1)，113-155。new window  延伸查詢new window
2.Taylor, S. A.、Celuch, K.、Goodwin, S.(2004)。The Importance of Brand Equity to Customer Loyalty。The Journal of Product and Brand Management，13(4/5)，217-227。  new window
3.Grappi, S.、Montanari, F.(2010)。The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival。Tourism Management，32(5)，1128-1140。  new window
4.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
5.Webster, F. E. Jr.(1994)。Defining the New Marketing Concept。Marketing Management，2(4)，22-31。  new window
6.Millán, Ángel、Esteban, Águeda(2004)。Development of a Multiple-item Scale for Measuring Customer Satisfaction in Travel Agencies Services。Tourism Management，25(5)，533-546。  new window
7.Park, J. W.、Robertson, R.、Wu, C. L.(2004)。The Effect of Airline Service Quality on Passengers' Behavioural Intentions: A Korean Case Study。Journal of Air Transport Management，10(6)，435-439。  new window
8.李君如、陳俞伶(20090300)。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究--以白蘭氏觀光工廠為例。顧客滿意學刊，5(1)，93-119。new window  延伸查詢new window
9.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
10.Russell-Bennett, Rebekah、McColl-Kennedy, Janet R.、Coote, Leonard V.(2007)。Involvement, satisfaction, and brand loyalty in a small business services setting。Journal of Business Research，60(12)，1253-1260。  new window
11.Lee, J.、Graefe, A. R.、Burns, R. C.(2004)。Service Quality, Satisfaction, and Behavioral Intention among Forest Visitors。Journal of Travel & Tourism Marketing，17(1)，73-82。  new window
12.Kim, M. K.、Park, M. C.、Jeong, D. H.(2004)。The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services。Telecommunications Policy，28(2)，145-159。  new window
13.Westbrook, R. A.(1980)。Intrapersonal affective influences on consumer satisfaction with products。Journal of Consumer Research，7(1)，49-54。  new window
14.Lee, Y. K.、Lee, C. K.、Lee, S. K.、Babin, B. J.(2008)。Festivals capes and patrons' emotions, satisfaction, and loyalty。Journal of Business Research，61(1)，54-64。  new window
15.Nevitt, J.、Hancock, Gregory R.(2001)。Performance of bootstrapping approaches to model test statistics and parameter standard error estimation in structural equation modeling。Structural Equation Modeling，8(3)，353-377。  new window
16.Little, Todd D.(1997)。Mean and Covariance Structures (MACS) Analyses of Cross-Cultural Data: Practical and Theoretical Issues。Multivariate Behavioral Research，32(1)，53-76。  new window
17.Parasuraman, Anantharanthan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1991)。Refinement and Reassessment of the SERVQUAL Scale。Journal of Retailing，67(4)，420-450。  new window
18.Williams, Paul、Soutar, Geoffrey N.(2009)。Value, Satisfaction and Behavioral Intentions in an Adventure Tourism Context。Annals of Tourism Research，36(3)，413-438。  new window
19.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
20.Lee, Choong-Ki、Yoon, Yoo-Shik、Lee, Seung-Kon(2007)。Investigating the Relationships among Perceived Value, Satisfaction, and Recommendations: The Case of the Korean DMZ。Tourism Management，28(1)，204-214。  new window
21.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
22.Cheung, Gordon W.、Rensvold, Roger B.(2002)。Evaluating goodness-of-fit indexes for testing measurement invariance。Structural Equation Modeling: A Multidisciplinary Journal，9(2)，233-255。  new window
23.Flott, Leslie W.(2002)。Customer Satisfaction。Metal Finishing，100(1)，58-63。  new window
24.Torkzadeh, Gholamreza、Koufteros, Xenophon、Pflughoeft, Kurt(2003)。Confirmatory analysis of computer self-efficacy。Structural Equation Modeling: A Multidisciplinary Journal，10(2)，263-275。  new window
25.Peltier, J. W.、Westfall, J. E.(2000)。Dissecting the HMO-benefits managers relationship: What to measure and why?。Marketing Health Services，20(2)，4-13。  new window
26.Chen, Ching-Fu、Chen, Fu-Shian(2010)。Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists。Tourism Management，31(1)，29-35。  new window
27.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
28.Rust, Roland T.、Zahorik, Anthony J.(1993)。Customer Satisfaction, Customer Retention, and Market Share。Journal of Retailing，69(2)，193-215。  new window
29.李君如、陳俞伶(20090600)。觀光工廠遊客滿意度模式之實證研究--以改館前後的白蘭氏健康博物館為例。健康管理學刊，7(1)，21-43。new window  延伸查詢new window
30.Fečiková, Ingrid(2004)。An index method for measurement of customer satisfaction。The TQM Magazine，16(1)，57-66。  new window
31.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
32.MacCallum, Robert C.、Browne, Michael W.、Sugawara, Hazuki M.(1996)。Power analysis and determination of sample size for covariance structure modeling。Psychological Methods，1(2)，130-149。  new window
33.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
34.Yoon, Yooshik、Uysal, Muzaffer(2005)。An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a structural model。Tourism Management，26(1)，45-56。  new window
35.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
會議論文
1.李君如(2007)。邁向觀光工廠之發展策略。服務創新與企業家精神--觀光工廠研討會，(會議日期: 2007/10/23)。台中：靜宜大學。164-172。  延伸查詢new window
2.Czepiel, John A.、Larry, J. Rosenberg、Akerele, Adebayo(1974)。Perspectives on Consumer Satisfaction119-123。  new window
圖書
1.Cram, T.(2001)。Customers that count。Pearson Education。  new window
2.Schumacker, R. E.、Lomax, R. G.(2004)。A beginner's guide for structural equation modeling。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
3.Sheth, Jagdish N.、Mittal, Banwari、Newman, Bruce I.(1999)。Customer Behavior: Consumer Behavior and Beyond。The Dryden Press。  new window
4.Brown, Timothy A.(2006)。Confirmatory Factor Analysis for Applied Research。New York, NY：The Guilford Press。  new window
5.Byrne, B. M.(1998)。Structural equation modeling with LISREL, PREL1S, and SIMPLIS: Basis concepts, applications and programming。Lawrence Erlbaum Associates。  new window
6.須田寬(2002)。產業觀光。名古屋：日本交通新聞社。  延伸查詢new window
7.Byrne, B. M.(2010)。Structural equation modeling with AMOS: basic concepts, applications, and programming。New York, NY：Psychology Press：Taylor & Francis：Routledge。  new window
8.Zeithaml, Valarie A.、Bitner, Mari Jo(1996)。Services Marketing。New York, NY：McGraw-Hill。  new window
9.Kline, Rex B.(2005)。Principles and practice of structural equation modeling。New York, NY：Guilford Press。  new window
10.Inskeep, E.(1991)。Tourism Planning: An Integrated and Sustainable Development Approach。Van Nostrand Reinhold。  new window
11.Thompson, Bruce(2004)。Exploratory and confirmatory factor analysis: Understanding concepts and applications。American Psychological Association。  new window
12.Page, S. J.、Brunt, P.、Busby, G.、Connell, J.(2006)。Tourism: A Morden Synthesis。London：Thomson。  new window
13.Prentice, Richard C.(1993)。Tourism and Heritage Attractions。Routledge。  new window
14.Zeithaml, Valarie A.、Bitner, Mary Jo(2000)。Service marketing: Integrating customer focus across the firm。McGraw-Hill。  new window
15.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis。Prentice-Hall, Inc.。  new window
16.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
其他
1.李炯華、張麗琍、叢麗(2011)。試論工業旅遊及其研究進展。  延伸查詢new window
2.Alonso, A. D., O’Neill, M. A., and Kim, K.(2010)。In search of authenticity: a case examination of the transformation of Alabama’s Langdale Cotton Mill into an industrial heritage tourism attraction。  new window
3.Fredericks, J. O.(2001)。Connecting customer loyalty to financial results。  new window
4.Hospers, G.(2002)。Industrial heritage tourism and regional restructuring in the European Union。  new window
5.Leung, M. W. H. and Soyez, D.(2009)。Industrial heritage: valorising the spatial-temporal dynamics of another Hong Kong story。  new window
6.Li, C. J.(2006)。Review and analysis of academic theses on tourism planning studies in Taiwan。  new window
7.Loftus, M.(2010)。The new industrial revolution。  new window
8.Mohammad, B. and Som, A.(2010)。Industrial mining tourism activities。  new window
9.Petrick, J. F.(1999)。An Examination of the Relationship between Golf Travelers’ Satisfaction。  new window
 
 
 
 
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