影響遊客參觀觀光工廠之因素探討

Factors Influencing Tourists’ Sightseeing of Factory Tours

觀光工廠的出現是為了符合現代觀光的需求與創造傳統產業的附加價值，同時兼具歷史文化傳承與寓教育樂功能，亦提高了觀光旅遊的深度化。然而，過往研究鮮少以計畫行為理論模型探討遊客參觀觀光工廠的重要因素。因此，本研究主要之目的著重於應用TPB計畫行為理論探討遊客對於參觀觀光工廠的重要因素影響效果。本研究以台灣屏東鮮饌道觀光工廠的遊客為主要抽樣對象，採取便利抽樣方式，共回收442份有效問卷，並以線性結構方程模型進行分析。研究結果發現態度、主觀規範與知覺行為控制對於行為意圖具有正向顯著影響，而行為意圖亦會正向顯著影響實際行為。然而，知覺行為控制對於實際行為不具有顯著影響。最後，本研究提出管理意涵與未來研究方向給與學術界與實務界參考建議。

Factory tours emerges for the tourism demand and create additional value for the traditional industries. While both the historical, cultural and educational functions, which improves the depth of sightseeing. The purpose of our study is aim to use the theory of planned behavior model to discuss the key factors of the tourists sightseeing in factory tours. Our findings showed that the attitude, subjective norm and perceived behavior control were significantly toward behavior intention, and behavior intention was significantly toward actual behavior. Only the perceived behavior control was not significantly toward actual behavior. Finally, our study proposed management implication and future research direction to academic and practical circles for future reference.