烏樹林糖廠服務品質、體驗行銷、滿意度與場域形象之關聯性研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/28930

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Title:	烏樹林糖廠服務品質、體驗行銷、滿意度與場域形象之關聯性研究
Other Titles:	Study on Relationships among Service Quality, Experience Marketing, Satisfaction, and Field Image--Using Wushulin Recreational Park as an Example
Authors:	陳宜昕 CHEN, YI-SIN
Contributors:	文化創意事業管理學系陳寶媛;楊政郎 CHEN, PAO-YUAN;YANG, CHENG-LANG
Keywords:	糖廠;服務品質;體驗行銷 Sugar Factory;Service Quality;Experience Marketing
Date:	2022
Issue Date:	2022-08-22 11:25:09 (UTC+8)
Abstract:	烏樹林糖廠建於1910年，在日治時期因生產的白糖品質精良，因而獲得「御用糖」之美稱。隨著時代的演進與產業結構的改變，使得種蔗製糖已無經濟效益，1983年烏樹林糖廠成為台灣第一間關閉生產線的糖廠，在新的時代為了尋求新的契機，烏樹林糖廠積極活用既有的資源朝向觀光產業發展，轉型為烏樹林休閒園區，在同一個場域結合了糖業、鐵道及蘭花三種產業文化，展現出多元化的休閒園區型態。然而，烏樹林休閒園區遊客總人數在2017年、2018年、2019年中有逐漸下滑的趨勢。烏樹林糖廠利用自身擁有的特色文化資源轉型為觀光休閒園區就必須有永續經營的觀念，才能持續吸引遊客前來旅遊及消費。因此，本研究以參觀烏樹林糖廠的遊客為研究對象，來探究烏樹林糖廠的服務品質、體驗行銷、滿意度與場域形象之關聯，並進行網路問卷調查，回收有效問卷143份，經由信度分析、描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析來探討潛在變數間的關連性，並根據研究結果提出具體建議，以供烏樹林糖廠營運及改善之參考。根據研究結果顯示：1. 體驗行銷對滿意度有顯著正向影響；2. 服務品質對滿意度有顯著正向影響；3. 滿意度對場域形象有顯著正向影響；4. 服務品質對場域形象有顯著正向影響；5. 滿意度與服務品質對場域形象有顯著正向影響。　　The Wushulin Sugar Factory was established in 1910. During the Japanese rule, Wushulin Sugar Factory produced white sugar, which was referred to as imperial sugar because of its high quality. With the evolution of the times and changes in the industrial structure, the production of sugar from cane has no economic benefits. So, Wushulin Sugar Factory closed its production line in 1983 and transforms into the Wushulin recreational Park, which combines the cultures of sugar industry, railway and orchid in the same field. However, the total number of tourists in the Wushulin Recreation Park in 2017, 2018, and 2019, respectively, has a gradual decline. How to attract tourists to Wushulin for traveling is the research motivation of this article. Therefore, this study takes tourists who have been to the Wushulin Sugar Factory as the research object to explore the relationship among Wushulin Sugar Factory’s service quality, experience marketing, satisfaction and field image. We conducted an online questionnaire survey and collected 143 valid questionnaires. We used reliability analysis, descriptive statistics, independent sample t test, variance analysis, regression analysis to run statistics analysis. The results show experience marketing has a significant positive impact on satisfaction; service quality has a significant positive impact on satisfaction; satisfaction has a significant positive impact on field image; service quality has a significant positive influence on the field image, and both service quality and experience marketing have a significant positive impact on field image.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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