觀光工廠服務品質與體驗行銷研究－以吳福洋襪子故事館為例

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 987654321/28448

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Title:	觀光工廠服務品質與體驗行銷研究－以吳福洋襪子故事館為例
Other Titles:	Research on Service Quality, Experiential Marketing of Taiwan's Socks Museum
Authors:	尤秀蘋 YU, SHIU-PING
Contributors:	旅遊管理學系旅遊管理碩士班莊鎧溫 CHUANG, KAI-WAYNE
Keywords:	服務品質;重要度－表現度分析;觀光工廠;體驗行銷 service quality;IPA;tourism factory;experience marketing
Date:	2020
Issue Date:	2022-05-27 14:11:22 (UTC+8)
Abstract:	隨著時代變遷，國民的生活水平提高，休閒旅遊也由娛樂性轉為知識性和體驗性活動，轉型後的吳福洋襪子故事館，遊客可以看到具有獨特的產業歷史文化、生產流程和體驗活動。　　本研究主要在探討遊客參觀吳福洋襪子故事館服務品質和體驗行銷之行為和觀感，了解遊客對吳福洋襪子故事館服務品質所提供的各項資訊，是否會反映出遊客的滿意度，從而得知遊客對於吳福洋襪子故事館服務品質是否影響其遊客行為的取向，並根據研究結果提出建議，以供欲設計吳福洋襪子故事館服務品質管理者參考。　　研究對象以參觀過吳福洋襪子故事館之遊客為主，問卷參考e-SERVQUAL量表設計21題，採便利抽樣問卷調查方式進行，共回收400份問卷，有效問372卷份。資料分析採用敘述性統計、因素分析、信度分析、獨立樣本 T 檢定、單因子變數及重要度-表現度分析法(Importance-Performance Analysis，簡稱IPA)等統計分析方法進行探討，結果發現優先改善的是吳福洋襪子故事館建築外觀要具備有美觀和吸引力，場地設計必須讓體驗者覺得溫馨大方，是決定遊客服務品質的關鍵因素之一，建議業者可朝特色方面著手，如果可以搭配時事話題來當賣點，會更貼近民眾的心，進而提升服務品質。　　With the changing times, improved living standards of citizens, people's leisure travel have gradually transformed from entertainment-based to experience-based activities. After the transition Taiwan's Socks Museum, visitors can see unique industrial history and culture, production processes and experience activities. The studies about consumers buying habits change with the times, can be used as a good advise for socks manufacturers.　　In this thesis, mainly to discuss the visitors behavior and perceptions after visiting the Taiwan Wufuyang socks museum. To better understanding of their opinion regarding the quality of service, visting experience, marketing affection toTaiwan's socks museum.　　Hopefully by using this servey could help us to know the provided information of Taiwan socks museum to the visitors is useful. To understand their interest and shopping behaviour, to provide better design for the future improvement of Taiwan socks museum.　　The targets of this thesis are the tourists who have ever service quality and experience marketing. The questionnaire is based on e-SERVQUAL Questionnaire 21 Questionnaire, web snowballing and convenience sample questionnaire survey. A total of 400 questionnaires were collected and valid questionnaires 372 copies. The data analysis method used is narrative statistics, reliability analysis, independent sample T-test, single-factor variable analysis and the Importance-Performance Analysis (IPA). We conducted that the item ＂ The appearance of the building must be beautiful and attractive. The experience feel arm and generous, which is one of the key factors determining the quality of customer service.＂ It is suggested that the industry can start with the characteristics. If it can be used as a selling point with current affairs topics, it will be closer to the hearts of the people, thereby improving the quality of service.
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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