[[alternative]]A Study on the Relationships among Servicescape, Interpretation Satisfaction and Souvenir Purchasing Intention--A Case of Tourism Factory

[[abstract]] 近年來，具有產業文化傳承與觀光教育價值的「觀光工廠」，已成為旅遊市場新崛起的新興休閒型態。在不同的產業轉型過程中，業者依循著獨有的產業內涵及文化的資源特性，以差異化的主題設計與經營模式，營造出符合其品牌形象的產業價值。基於此，本研究乃建構「觀光工廠服務場景、解說服務滿意度與購買意願」之概念性模型，以探究觀光工廠所提供的服務場景與解說服務品質是否將影響遊客對紀念品的購買意願，並進一步的釐清知覺價值於其間關係的中介效果。研究針對赴雲林縣興隆毛巾觀光工廠之遊客進行問卷調查，共獲得有效問卷562份。經文獻回顧及整理相關理論後，建立觀念性架構並運用結構方程模型進行分析。結果顯示，服務場景與解說服務滿意度都可透過知覺價值而影響遊客對紀念品的購買意願，解說服務滿意度對購買意願的影響效果明顯大於服務場景，而在此影響過程中知覺價值的中介效果亦不容忽視。本研究結果可提供觀光工廠經營管理者參考，當欲以行銷紀念品的方式，提高觀光工廠營收時，應積極提昇觀光工廠所提供之服務場景及加強解說人員的訓練以提高解說服務滿意度，進而增進遊客的知覺價值，以激發遊客對觀光工廠所提供之紀念品的購買意願。[[abstract]] In recent years, ＂tourism factory,＂ with its cultural heritage and educational value, has emerged as a new popular mode in tourism industry. The industry seeks transformation with their unique characteristics and resources. By creating themed design and business model to differentiate from the other, a brand image consistent with its industrial value can be formed. The study, based on the conceptual model of ＂tourism factory service scenarios, guide services, satisfaction and purchase intention,＂ aims to explore how facility services and quality of interpretative services affects visitors' purchase intention toward souvenirs. The influences of perceived value can be further discussed in the meanwhile. Questionnaires were sent out to visitors of SL towel tourism factory in Yunlin County. A total of 562 valid questionnaires were obtained. While the literature review establishes the conceptual framework, the analysis was made based on application of structural equation model. The result shows that visitors' perceived value toward the service scenarios and guide service positively affects their purchase intention of souvenir. Visitors' satisfaction about guide services obviously has more impact than that about service scenario. The intermediary of perceived value during the process should not be overlooked. The study serves as a practical reference for tourism factory managers who manage to increase revenue with souvenir sales. The conclusion shows that improvement of tourism factory scenario and guide training has positive influence on visitors' satisfaction as well as perceived value. In the meanwhile, purchase intention of souvenirs can thus be stimulated