本研究主要探討大溪老茶廠遊客對於服務品質及觀光意象之影響。藉由分析來研究遊客旅遊大溪老茶廠時，對於服務品質與觀光意象之影響因子，建構由服務品質、觀光意象及個人基本資料等三大主軸之問卷，藉以調查並探討大溪老茶廠服務品質與觀光意象的影響因素，以及服務品質與觀光意象兩者間的關係。最終問卷發放430份，回收有效問卷424份。本問卷設計共分為三大部分：1.服務品質、2.觀光意象、3.人口統計變項等三部分，資料分析採用敘述性統計及重要性-表現程度分析法(Importance-Performance Analysis，簡稱 IPA)來分析。結果發現服務品質「大溪老茶廠的公共廁所的數量足夠」、「大溪老茶廠的停車空間足夠」和觀光意象「保有純樸的人文情懷」、「我覺得茶廠景觀設計有特色且吸引人。」、「我覺得地方產業經營有創意與巧思。」是首要加強改善的，本研究結果將提供國內的觀光相關產業參考。 In this thesis, we examine the influences of both the service quality and tourism image of Daxi Old Tea Factory. In order to find the factors that affect the service quality and tourism image of Daxi Old Tea Factory, the questionaires were designed including three major topics, i.e. service quality, tourism image and personal basic information. Via the investigation, we can have the results to improve the facility or the service quality and understand the factors that might affect visitor's expectation. A total of 430 questionnaires were collected and valid questionnaires 424copies. The destination of the questionnaires can be separated by three parts which are service quality, tourism image and people population. The data analysis method used is narrative statistics and the Importance-Performance Analysis (IPA). We conclude that＂Daxi Old Tea Factory has enough public toilets＂; ＂Daxi Old Tea Factory has enough parking space＂; ＂Keep the simple human feelings＂and＂I think the overall environment is unique and very attractive＂, are in need to be improved. The results of this thesis can be provided to tourism industry for reference.
