臺灣加入WTO後，農業為受到衝擊的產業之一，在此情境下，民雄金桔農莊轉變為「民雄金桔觀光工廠」，如何在全台眾多的飲食類觀光工廠中脫穎而出，品牌形象與服務品質扮演重要的角色。 本研究以「重要-表現度分析法」(Importance-Performance Analysis，簡稱IPA)探討遊客對於民雄金桔觀光工廠期待與感知程度上的差異，以作為改善依據。研究採問卷調查法，資料分析採敘述性統計、獨立樣本 T 檢定、單因子變異數分析、成對樣本T檢定、重要-表現度分析等統計方法。 研究結果發現，在品牌形象方面，遊客對於觀光工廠的設施、產品及氛圍是滿意的，應繼續保持；觀光工廠的象徵性特色為次要改善的部分。在服務品質方面，遊客對於觀光工廠的環境、服務人員的態度與專業度、工廠營業時間的表現是滿意的；觀光工廠服務人員與遊客的互動為需迫切提升的部分；工廠設備、商品種類與價格，工廠動線以及導覽為次要改善的部分；而DIY課程則為過度供給的部分。 After Taiwan's entry into the WTO, agriculture has been one of the industries that have been hit. Under this scenario, Minxiong Kumquat Farm has been transformed into “Minxiong Kumquat Factory”. How does it stand out among the many catering tourist factories in Taiwan? Brand image and service quality play important roles. This study uses the “Importance-Performance Analysis”(IPA) method to explore the differences in the expectations and perceptions of tourists for the Minxiong Kumquat Factory as a basis for improvement. The research adopts the questionnaire survey method, and the data analysis adopts descriptive statistics, independent sample T test, single factor variance, paired sample T test, and importance-performance analysis. The results of the study found that in terms of brand image, tourists are satisfied with the facilities, products and atmosphere of the tourist factory and should continue to be maintained; the symbolic features of the tourist factory are the minor improvement. 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; the interaction between the service personnel and the tourists is the part that needs to be urgently improved; the factory equipment, product types and price, factory routes, and guided tours are the minor improvements; DIY courses are the oversupply.
