歷史建築園區參觀之知覺品質量表建構

Developing Measurement Scale of the Perceived Quality for Visiting Historic Building

歷史建築整修利用與開放參觀常擔負多重的角色與使命，多元的使用使其提供高品質的體驗益形複雜與困難。然而開放參觀與經營利用成功的關鍵在於參觀品質，因此參觀品質的衡量與監測是歷史建築等古蹟遺址使用管理的重要課題。本研究針對北投梅庭與淡水紅毛城遊客進行四次抽樣調查，透過探索式與確認式因素分析重複確認量表因素結構與信、效度。參觀品質主要構面可分為人員服務、解說導覽、關懷性、建築有形、可及性五構面，並藉由部分最小平方法結構方程模型重複驗證參觀品質與各式效標間關聯效度。可信與有效的參觀品質衡量量表，不僅可做為歷史建築相關管理單位應用，量表結構與建構方法更可推廣至類似文化古蹟遺址運用。

Renovation and reuse of historic buildings have assumed multiple roles and missions in recent years. The multiple functions of historic buildings have made high quality experiences for visitors become more complex and difficult. Because the key to the success of historic attractions depends on the quality of the visitors' experiences, a measurement and monitoring instrument is an important issue for the management. Four sampling surveys were conducted at Beitou Plum Garden and Fort San Domingo. The results of exploratory and confirmatory factor analyses revealed vigorous factoral structure, reliability and validity. Perceived quality consists of the following five dimensions: staff service, interpretation service, empathy, building tangibles and accessibility. Partial least squares structural equation modeling (PLS-SEM) was applied to verify criterion-related validity. A reliable and valid scale can be applied for managerial purposes, and a scale structure and development can be generalized across the heritage service context.