A Study on The Key Factors of Tourists’ Choosing Factory Tour-The Application of AHP

• Main Authors: Guo,Cheng-Sheng, 郭承聖
• Other Authors: Lee,Ting-Lin
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/n5h539

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 107 === With the economic take-off in 1970, there was a boom in the domestic factory to promote the Taiwan industry. In the later period, facing various international competition and the loss of foreign orders, the traditional foundry eventually lost its competitiveness gradually. In 2003, the government decided to advocate the promotion of restructuring from traditional industries into tourism factories that manufactures concurrent tourism services. The endorsement is marked relatively effective with a few successful cases, so most traditional manufacturing industries are vying for the change as well, but only in terms of the image. The ideology of restructuring has not been well-installed, and frankly speaking, it retains at the stage whether they are still a manufacturing industry. Furnished with lavish appearance, each tour is yet designed like a short trip for solely the purpose of shopping. Therefore, these tourism factory needs to change their mindset and get to know what the customers really want. This study uses Analytic Hierarchy Process (AHP) as a tool to explore factors concerning customers’ criteria in selecting tourism factory as the research topic. This study uses Analytic Hierarchy Process to explore the factors of consumer choosing tourism factory, and then to understand what key factors determine the intentions of consumers to choose. From the literature review, "experiences", "environment” and “brand” were chosen and used as the major facet of the questionnaire. A total of 345 questionnaires were collected, which 17 of them were invalid and 328 were valid at an effective rate of 95%. From the result, the most influential facet is “experience”, followed by “environment” and “brand”. In terms of the evaluation criteria, the most important to the least important criteria is listed as “attractiveness”, “convenience”, “comfort”, “rich knowledge” and “enjoyment” respectively. These first five items are the key factors for consumers to choose a sightseeing factory. Whereas, the least important factors are "good reputation", "visually", "identity", " relaxation" and "famousness" respectively.