| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 104 === Since the implementation of two-day weekend, increased people's holidays, leisure and entertainment has gradually increasing some degree of attention,leisure and tourism industry to promote the rapid development of Taiwan.iIn recent years, the intellectual leisure as the call of the popular tourist factory has become a popular tourist attraction,therefore,the main purpose of the study to explore the relationship among service quality, perceived value, and loyalty for tour factory, and characteristics of tourists. 400 convenience sampleshanded out to the tourists in Puli Winery, and 384 valid with 96% retrieve rate. SPSS 22.0 and AMOS 17.0 were ultilied for descriptive statistics, t-test,reliability and validity analysis, exploratory factor analysis, one-way ANOVA analysis, Scheffe’s methodand linear SEM. The findings of this study were as follows: (1) The main consumers were female, between 21 to 30 years old, most of them came with their friends. (2) There were partially significants regarding to the demographic variables of tourists in service quality, perceived value and loyalty. (3) Service quality had positive effect in perceived value. (4) Service quality also had positive impact on loyalty. (5) Perceived value had positive effect on loyalty. According to the findings of the research, some recommendation listed: (1) Add others theme tour factories for further study. (2) Combine with of quality and qualitative to the research. (3) Consult other country’s manage mode.
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