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題名：觀光工廠之展示構成、價值與參觀效益之研究--以三家糕餅博物館為例
書刊名：行銷科學學報
作者：李君如 引用關係
作者(外文)：Li, Chun-ju
出版日期：2015
卷期：11:1
頁次：頁85-114
主題關鍵詞：展示構成；價值；偏最小平方法；Display；Value；Partial least squares；PLS
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(1) 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:1
  • 共同引用共同引用:51
  • 點閱點閱:39
為協助傳統產業面對經濟結構變遷而來的種種挑戰，政府於2003年推動製造業兼營觀光發展計畫，企圖改變產業的獲利模式，推向更高的績效格局。對企業而言，工廠觀光化除直接經濟收入外，如何經由各項軟硬體展示引動遊客的價值感受，產生產品忠誠度，更是不容忽視的長效課題。故本研究目的乃是以遊客調查為基礎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，探討其對遊客價值的影響，而價值又是如何影響參觀效益。研究於2013年8月至獲得優良觀光工廠殊榮的三家糕餅博物館進行調查，共得有效問卷725份。經由PLS確認各構面之信效度。結構模型分析發現展示構成之體驗設計對價值的影響最高；在價值對參觀效益的影響方面，解釋力依序為知覺價值、滿意度、館忠誠度、產品忠誠度，對知覺價值最具預測力者為功能價值，滿意度為嘗新價值、館忠誠度為功能價值，產品忠誠度則為情緒價值。而不同的觀光工廠，展示構成、價值、與參觀效益之關係有別。研究發現可作為企業持續改善精進的參考，以在雷同的產業觀光中凸顯獨特性，將有限資源投入做最有效的規劃，以創造更高的參觀效益。
To assist traditional industries in facing the various challenges following the changes in industry economic structures, the government began promoting tourism development plans for the manufacturing industry in 2003 in an attempt to modify its profit model and improve its performance. For firms, in addition to obtaining direct income from touristification, determining how to use various hardware and software display methods to promote a sense of value and create product loyalty among tourists is a long-term goal that cannot be ignored. Therefore, this study surveyed tourists to evaluate the value and benefits from opening factories to tourist visitors. The survey questionnaire items were designed to measure the aspects of display configuration, and its influence on tourists' perceived value as well as the influence of value on visiting benefit. The survey was conducted in August 2013 at 3 pastry museums that had received awards for being excellent tourism factories. A total of 725 valid questionnaires were obtained. Partial least squares regression was used to confirm the reliability and validity of each dimension. Structural model analysis revealed that the experience design of display configuration exerted the greatest influence on value. Regarding the influence of value on visiting benefit, perceived value yielded the highest explanatory power, followed by satisfaction, museum loyalty, and product loyalty. The most powerful predictors of perceived value, satisfaction, museum loyalty, and product loyalty were functional value, epistemic value, functional value, and emotional value, respectively. In addition, the relationship among display configuration, value, and visiting benefit differed among the investigated tourism factories. The results of this study can provide a reference for firms to engage in continuous improvement to highlight their unique characteristics among their competitors and utilize their limited resources to create effective plans that increase their visiting benefit.
期刊論文
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2.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
3.Taplin, R. H.(2013)。The influence of competition on visitor satisfaction and loyalty。Tourism Management，36(2)，238-246。  new window
4.張簡惠湘、呂宛蓁(20130600)。臺灣地區觀光工廠的博碩士論文之內容分析。休閒與社會研究，7，119-130。new window  延伸查詢new window
5.李君如(20121200)。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。品質學報，19(6)，541-563。new window  延伸查詢new window
6.李君如(20120600)。節慶活動遊客價值量表的建構與驗證--以中臺灣燈會為例。高雄師大學報．教育與社會科學類，32，91-112。new window  延伸查詢new window
7.Mitchell, Mark A.、Mitchell, Sheila J.(2001)。Consumer experience tourism in the nonprofit and public sectors。Journal of Nonprofit & Public Sector Marketing，9(3)，21-27。  new window
8.Ringle, C. M.、Sarstedt, M.、Straub, D. W.(2012)。A Critical Look at the Use of PLS-SEM in MIS Quarterly。MIS Quarterly，36(1)，3-14。  new window
9.郭東昇、蕭莨錡(20140600)。觀光工廠重遊意願因素之研究。觀光與休閒管理期刊，2(1)，121-129。new window  延伸查詢new window
10.鍾政偉、曾宗德(20141200)。觀光工廠遊客環境知覺、遊客價值與遊後行為意圖關係之研究--兼論品牌認同之中介效果。島嶼觀光研究，7(4)，27-47。new window  延伸查詢new window
11.Pihlström, Minna、Brush, Gregory J.(2008)。Comparing the perceived value of information and entertainment mobile services。Psychology & Marketing，25(8)，732-755。  new window
12.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
13.Wu, Cedric Hsi-Jui、Liang, Rong-Da(2009)。Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants。International Journal of Hospitality Management，28(4)，586-593。  new window
14.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。  new window
15.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
16.陳寬裕、楊明青、林永森、李謀監(20111200)。觀光工廠服務場景、解說服務品質與遊客行為意圖關係之研究。戶外遊憩研究，24(4)，1-28。new window  延伸查詢new window
17.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
18.Dodds, W. B.(1991)。In Search of Value: How Price and Store Name Information Influence Buyers, Product Perceptions。Journal of Services Marketing，5(3)，27-36。  new window
19.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
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.Yang, J.、Gu, Y.、Cen, J.(2011)。Festival Tourists' Emotion, Perceived Value, and Behavioral Intentions: A Test of the Moderating Effect of Festivalscape。Journal of Convention & Event Tourism，12(1)，25-44。  new window
22.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
23.Henseler, Jörg、Ringle, Chirstian M.、Sarstedt, Marko(2015)。A new criterion for assessing discriminant validity in variance-based structural equation modeling。Journal of the Academy of Marketing Science，43(1)，115-135。  new window
24.Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。  new window
25.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
26.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
圖書
1.Sheth, Jagdish N.、Newman, Bruce I.、Gross, Barbara L.(1991)。Consumption Values and Market Choices: Theory and Applications。South-Western Publishing Co.。  new window
2.須田寬(2002)。產業觀光。名古屋：日本交通新聞社。  延伸查詢new window
3.Kotler, P.、Keller, K. L.、Ang, S. H.、Leong, S. M.、Tan, C. H.(2012)。Marketing Management: An Asian Perspective。Prentice-Hall。  new window
4.Page, S. J.、Brunt, P.、Busby, G.、Connell, J.(2006)。Tourism: A Morden Synthesis。London：Thomson。  new window
5.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
6.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis: A Global Perspective。Prentice-Hall。  new window
圖書論文
1.Henseler, Jörg F.、Ringle, Christian M.、Sinkovics, Rudolf R.(2009)。The Use of Partial Least Squares Path Modeling in International Marketing。New Challenges to International Marketing。Emerald Group Publishing Limited。  new window
2.Chin, Wynne W.(1998)。The partial least squares approach to structural equation modeling。Modern methods for business research。Lawrence Erlbaum Associates Publishers。  new window
3.Chin, W. W.、Newsted, P. R.(1999)。Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares。Statistical Strategies for Small Sample Research。Sage。  new window
 
 
 
 
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