| Summary: | 碩士 === 崇右影藝科技大學 === 經營管理系 === 106 === Over the past few years, since the changes in the law that gave most Taiwanese workers two full days (Saturday and Sunday) off work on weekends, Taiwanese people have had more leisure time, while at the same consumer spending power has risen too. These changes have led to a gradual transformation in people’s way of life, with a pronounced increase in demand for travel and leisure activities on weekends and public holidays. This in turn has stimulated the rapid growth of the industrial tourism sector in Taiwan. There has been a noticeable shift in people’s needs and preferences with respect to tourism and leisure activities, with a gradual increase in demand for industrial tourism that is seen as being “educational.” As a result, tourist factories (i.e. factories that offer factory tours) have sprung up in large numbers. Many factories in “traditional industries” have transformed themselves into tourist factories, and factory tourism has become a new growth area within the domestic tourism sector. The steady growth in the number of tourist factories has been accompanied by a diversification of the types of tourist factory. The quality of service provided by tourist factories would thus appear to be a worthwhile topic for investigation; the present study examines the relationship between the perceived value of tourist factories, visitor satisfaction, and behavioral intention.
Data collection for the present study involved the administering of a questionnaire survey to people who had previously visited one or more tourist factories. Regression analysis was used to verify the study’s hypotheses. The results obtained in the study are summarized below:
1. Service quality, emotional reaction, monetary value, and reputation were found to be positively correlated with perceived value; however, there was no positive correlation between behavioral value and perceived value.
2. Perceived value was found to be positively correlated with visitor satisfaction.
3. Perceived value was found to be positively correlated with intention.
4. Visitor satisfaction was found to be positively correlated with intention.
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