以台灣氣球博物館探討遊客體驗滿意度之調查研究

Preliminary Study of the Relationship between Blood Type and Religious Factors on Color Preference

近年來產業觀光興起，許多傳統製造工廠紛紛轉型為觀光工廠，觀光工廠蓬勃興起，已成為一個熱門的新興觀光產業。有鑑於此，本研究目的期望探討分析觀光工廠的體驗價值與顧客滿意度兩者之間相關性，藉由研究瞭解氣球博物館的經營理念及行銷策略等。研究過程首先將相關文獻整理分析，再以問卷調查方式以了解消費者對氣球觀光工廠的體驗與服務品質的滿意度，藉此掌握消費者觀點和意見，以提高企業產品及服務市場上的競爭優勢，甚至設計出滿足顧客需求的產品及優良服務品質。本研究以台灣氣球博物館的遊客為研究調查樣本，進行便利抽樣，利用體驗行銷與體驗價值的概念，結合顧客滿意度，探討觀光工廠遊客體驗價值與顧客滿意度各構面的關係，最終依據研究結果對觀光工廠提出實務上之具體建議，其中包含(1)創新產品價值(2)博物館整體空間與活動規劃。

In recent years, due to the rising of cultural and creative industries, many traditional manufacturing factories have transformed into tour factories. Based on the above, this study explored the management concepts and marketing strategies of the Taiwan Balloon Museum, and analyzed the correlation between experience value and customer satisfaction towards the tour factory. In terms of research process, this study first conducted literature review, and conducted a questionnaire survey on the customer experience of Taiwan Balloon Museum and satisfaction towards service quality, in order to understand customers’ needs opinions, improve competitive advantages in the products and services, and further design products that satisfy customers’ needs. This study took the tourists of Taiwan Balloon Museum as the subjects by convenience sampling. Based on the concepts of experience marketing and experience value, combining customer satisfaction, this study discussed the relationship between customer experience value and each dimension of customer satisfaction. Based on the results, this study proposed suggestions for tour factories, including (1) values of creative products; (2) overall space and activity planning of museum.