觀光工廠自在遊：結合服務疏失與舒適理論──探討餐飲類觀光工廠遊客網路負面評論之分析

An Integrated Analysis of Online Negative Reviews of Food and Beverage Tourist Factories through the Lens of Service Failure and Comfort Theory

隨著數位科技與網路平台的興起，線上評論作為網路口碑的一種形式，深刻影響了顧客的決策行為，尤其在觀光工廠這類以服務與體驗為核心的旅遊目的地中更為顯著。然而在營運者積極經營五星好評以塑造正面形象時，現今顧客愈趨精明，負評反而更能左右他們的選擇。因此，本研究聚焦於臺灣餐飲類觀光工廠的線上負面評論，針對ㄧ年間收集的968則Google商家負評，結合內容分析法，探討遊客不滿的來源與核心問題，並以服務疏失與舒適因子理論進行分析。其細分為結果性失誤、程序性失誤、生理舒適、功能性舒適與心理舒適五大類別。本研究亦據此提出建議，期能協助觀光工廠改善評論管理與空間體驗，營造更具舒適性與友善感受的參訪環境，進而提升顧客的整體體驗與滿意程度。

With the rise of digital technology and online platforms, online reviews as a form of electronic word-of-mouth (eWOM) have become a critical influence on consumer decision-making. This impact is particularly significant in food and beverage tourism factories, where service and experiential quality play a central role. While operators often focus on managing five-star reviews to maintain a positive brand image, today’s increasingly discerning consumers are frequently more influenced by negative feedback. Against this backdrop, the present study investigates negative online reviews of beverage tourism factories in Taiwan. A total of 968 Google reviews, posted between September 2023 and August 2024, were collected and analyzed using content analysis to identify the key sources of visitor dissatisfaction. Drawing on the concepts of service failure and comfort theory, the reviews were categorized into five primary themes: outcome failures, process failures, physiological comfort, functional comfort, and psychological comfort. Based on these findings, this study provides practical recommendations to help tourism factory operators improve review management and enhance environmental experience and comfort, thereby creating a more pleasant and visitor-friendly environment that contributes to better overall experiences and greater customer satisfaction.