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

An Empirical Study on Visitor Satisfaction Model for Tourism Factory- The Comparison Before and After the Revitalization of Brand’s Health Museum

從工業經濟到體驗經濟，結合生活藝術、歷史文化、教育學習、國民旅遊的觀光工廠正蓄勢待發，轉型過程面臨許多挑戰，也因而更凸顯企業強韌的生命力與靈活的彈性作，做為全球知名的健康食品企業，白蘭氏在1999年即開放部分工廠供遊客參觀，並於2003年設立健康博物館，直接面對消費者做更深度的品牌行銷；更在2008年改館以讓遊客獲得更好的體驗。本研究及在探討改管前後遊客的滿意度與影響因素是否有所差異，透過整體模式確立觀光吸引力、服務品質、知覺價值、滿意度及忠誠度之關係。分別於2008年1-2月及10-11樂在館內進行調查，經由前後各294份有效問卷分析的結果發現：1.不同遊客屬性在個變項的感受情況會有顯著差異，改館前後亦有不同。2.跨樣本整體模式適配檢定，階段一集階段二均達標準。模式結果為觀光吸引力叫服務品質對滿意度的直接影響性更高，而服務品質較觀光吸引力對知覺價值的直接影響性更高。知覺價值及滿意度扮演著重要的中介角色。觀光吸引力較服務品質對忠誠度的整體效果更顯著。

From the transformation of Industrial Economy to Experience Economy, the tourism factory comprises living art, historical culture, educational learning and domestic travel has gathered the strength is ready to launch; accordingly, it also can present the powerful and flexible vitality of life facing difficulties during the process of transformation. As a worldwide well-known health enterprise, Brand’s opened its door to the public since 1999, and established the health museum later in 2003 while implementing directly the comprehensive brand promotion to the people. Since 2008, it provides even better experiences to the visitors in terms of the revitalization of the museum. The object of this study focuses on the significant differences between visitors’ satisfaction and influential elements before and after the revitalization of Brand’s Health Museum in terms of the whole model to recognize the relationship among the variables of Tourism Attraction, Service Quality, Perception Value, Satisfaction and Loyalty. The survey was conducted separately in 2008 from January to February and October to November, 294 effective respondents of the questionnaire implied that: 1) different attribute of visitors among different variables have significant difference toward the feeling, also as the same situation as before and after the revitalization 2) the test of whole model fit of the cross-sample was qualified regarding to the stage 1 and stage 2. The findings of the model indicate that Tourism Attraction will directly affect the Satisfaction Degree rather than Service Quality; however, Service Quality will directly affect Perception Value rather than Tourism Attraction, both Perception Value and Satisfaction Degree play the central role in the study; Tourism Attraction concerning the whole effectiveness is more significant on the Loyalty than Service Quality.