近年來，觀光工廠依循著本身獨特的產業內涵及文化歷史的特色，以創新且具有差異化的主題設計與經營模式，發展出具多元性觀光元素的觀光工廠。基於此，本研究欲從遊客的多元旅遊動機，探究遊客前往興隆毛巾觀光工廠之旅遊行為的市場區隔，並從各個市場區隔的集群特性中，進而了解遊客進行觀光工廠旅遊活動時，業者可採行的行銷策略。本研究以因素分析法將旅遊動機分為「文化歷史」、「家庭互動」、「身心放鬆」、「人際交流」、「學習體驗」及「新奇創新」等六項，再以六項旅遊動機因素作為市場區隔變數，利用集群分析將興隆毛巾觀光工廠的遊客分為三群：「享受休閒生活型」、「重視感情維繫型」、「尋求創新體驗型」。本研究結果可提供觀光工廠經營管理者參考，可依不同客群的特性作為制定行銷策略與定位時的參考依據。 In recent years, some traditional factories have transformed themselves into tourism factory with multiple attractive elements by not only integrating their unique characteristics of industry traits and cultural history, but also utilizing differentiated theme designing and operation models. Accordingly, the present study is attempted to explore the market segmentation of visitors’ travel behavior in SL towel tourism factory from tourists’ diverse travel motivations, furthermore, to investigate feasible marketing strategies for managers to implement while tourists visit the factory by means of analyzing cluster characteristic of each market segmentation. By using factor analysis, this study divided motivation factors into six parts and were named as followed: “cultural history”,”family interaction”,”relaxation”,” interpersonal reciprocation”,“learning experience” and “novel innovation”. These factors were taken as market segmentation variables to conduct the cluster analysis, and then the researcher classified visitors into three segments: the “enjoy-the-leisure-life” type, the “emphasizing-emotion-abiding” type and the “seeking-innovation-and-experience” type. The outcome of the study serves as a practical reference for tourism factory managers who manage to develop marketing strategies and positioning with different visitors’ characteristics.
