遊客對廣興紙寮觀光工廠觀光吸引力認知、體驗價值及與重遊意願之研究

A Study on the Sightseeing Attractiveness, Values of Experience, and Intentions to Revisit of Guang-Xing Paper Mill, Nantou, Taiwan

廣興紙寮是位於南投縣埔里鎮的觀光工廠，「瞭解遊客對廣興紙寮觀光工廠觀光吸引力認知、體驗價值及與重遊意願之關係」乃本研究的研究主要目的，「觀光吸引力與體驗價值呈現正相關」及「觀光吸引力、體驗價值與重遊意願達顯著正相關」為本研究之假設。民國108年2月6日至3月2日期間，請至廣興紙寮觀光的遊客填寫自填式問卷，共發出問卷250份，有效問卷234份，有效問卷回收率93.6﹪。所得有效問卷經統計分析，所得結果如下：1.受訪遊客女性比例略高於男性，年齡以20歲以下最多，學歷普遍為國中（含以下），職業以學生居多，居住地點以北部的遊客最多，資訊來源部分以「親友介紹」居多。2.受訪遊客對廣興紙寮整體觀光吸引力評價很高，對其整體體驗價值頗為認同，重遊意願很高，且很願意推薦親朋好友到廣興紙寮旅遊、並跟其他人宣傳廣興紙寮。3.受訪遊客認為廣興紙寮之整體觀光吸引力分別與其整體體驗價值、及其整體重遊意願有顯著正相關，受訪遊客之整體體驗價值與其整體重遊意願有顯著正相關。建議廣興紙寮業者改善受訪遊客於問卷中較不認同之項目，積極與旅行社合作，以增加中小學學生等客源；並積極至北部旅展或藝文活動行銷廣興紙寮。

Guang-Xing Paper Mill is a tourist factory located in Puli Township, Nantou County, Taiwan. The main purpose of this research was to understand the tourists' perception of sightseeing attractiveness, values of experience, and intentions to revisit of Guang-XingPaper Mill.Hypotheses of this study were “There is a positive correlation between the sightseeing attractiveness and the value of experience'' and '' There are significant positive correlations between sightseeing attractiveness, value of experience and the intentions to revisit.This study used methodology of questionnaire survey to gain an understanding of Guang-Xing Paper Mill visitors’ mentality and overall visiting experiences. The surveys were conducted during the period of February 6 to March 2, 2019. Two hundred and fifty tourists were randomly selected in this cross-sectional, descriptive study to answer a structured questionnaire, out of which t two hundred and thirty-four valid data were used to analyze as the results, the valid corresponding rate was 93.6%.The results of this study were as follow:1. Female tourists surveyed were slightly more than male tourists. Most respondents belong to age group under 20 years old. Majority of respondents were students and with education level of junior high. More respondents live in the northern Taiwan; Most of the information gained about the site s were from ''introductions by relatives and friends.''2. The surveyed tourists rated Guang-Xing Paper Mill overall sightseeing attractiveness as very high, approve of its overall value of experience, and were willing to revisit again, as well as willing to recommend visiting the mill to relatives, friends and others.3.The respondents’' perception of the overall sightseeing attractiveness of Guang-Xing Paper Mill was significantly positive-correlated with its overall value to experience, and intentions to revisit of Guang-Xing Paper Mill. In addition, the respondents’ overall value of experience was significantly positively correlated with the overall revisiting intentions of Guang-Xing Paper Mill.Based on the above conclusions, it is recommended that the management of Guang-Xing Paper Mill to cherish the assets it has but to further improve on the items reflected by the surveyed tourists as not agreeable in the questionnaires, and to proactively work with travel agencies to increase sources of sightseeing customers such as elementary to high school students. In addition, it is suggested to promote the mill’s business in tourist exhibitions or arts/cultural activities in major cities of Taiwan.