觀光工廠品牌形象與服務品質之研究－以瓜瓜園觀光工廠為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/29814

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Title:	觀光工廠品牌形象與服務品質之研究－以瓜瓜園觀光工廠為例
Other Titles:	Research on Brand Image and Service Quality of Sweet Potato Tourism Factory
Authors:	黃于晏 HUANG, YU-YAN
Contributors:	旅遊管理學系旅遊管理碩士班莊鎧溫 CHUANG, KAI-WAYNE
Keywords:	觀光工廠;服務品質;品牌形象 Tourism factory;Service quality;brand image;IPA
Date:	2023
Issue Date:	2023-11-14 13:09:43 (UTC+8)
Abstract:	這一次的研究目標在於探究遊客前往瓜瓜園觀光工廠體驗參觀，對服務品質與品牌形象的重要與表現之間的高低落差，探索遊客對於瓜瓜園觀光工廠所期待和實際感受的差異。　　這次研究是以重要-表現度分析法(Importance-Performance Analysis，簡稱IPA)探索來到瓜瓜園觀光工廠的遊客們體驗工廠所提供的各項服務與設施，反映出遊客內心中重要期待與實際體驗後的感知上的差異，以作為這次研究改善的憑據。此研究採用實地發放問卷的調查，資料分析採用單因子變異數分析、獨立樣本T檢定、敘述性統計、重要-表現度分析及成對樣本T檢定等統計方法分析遊客們。　　此次的探究分析此研究結果發現，在分析瓜瓜園品牌形象這方面，遊客們對於瓜瓜園觀光工廠的聲譽及口碑、產品品質及專業，遊客們是表示滿意的，可以繼續保持；瓜瓜園觀光工廠的設施與生活品味、安全感印象為次要改善的部分。再來分析瓜瓜園的服務品質這方面，來到此地的遊客們對於工廠的服務人員的態度與專業、觀光工廠營業時間度、觀光工廠內的環境的表現是滿意的；觀光工廠參觀動線規畫為需迫切提升的部分；服務員與遊客們互動、商品價格、採地瓜體驗活動，觀光工廠內的導覽以及動線為次要改善的部分；觀光工廠內的具有現代化設備則為過度供給的部分。　　The purpose of this study is how the Sweet Potato Tourist Factory stands out from the many catering tourist factories in Taiwan, playing an important role in brand image and service quality, and to explore the differences between tourists’ expectations and actual feelings about the Sweet Potato Tourist Factory.　　This research uses the “Importance-Performance Analysis” (IPA) to explore the tourists' experience of the various services and facilities provided by the Sweet Potato Tourist Factory, reflecting the differences in tourists' expectations and perceptions as an improvement. basis. This study adopts questionnaire survey method, data analysis adopts descriptive statistics, single factor analysis of variance, independent sample T test, significance-expression analysis and paired sample test and other statistical methods.　　The results of the study found that in terms of brand image, tourists are satisfied with the facilities, products and friendly atmosphere of the tourist factory, and should continue to maintain it; the functional and symbolic features of the tourist factory are secondary improvements. In terms of service quality, tourists are satisfied with the environment of the tourist factory, the attitude and professionalism of the service personnel, and the performance of the factory's business hours, Sweet potato picking experience activities, factory moving lines and tour guides are the secondary improvement parts; while the sightseeing factory with modern equipment is the oversupply part.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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