埔里觀光酒廠之顧客問卷調查

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Title:	埔里觀光酒廠之顧客問卷調查 Research on the Customer Questionnaire of Puli Brewery, Nantou, Taiwan.
Authors:	邱淑美 QIU, SHU-MEI
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	遊客認同度;顧客問卷;埔里觀光酒廠;觀光工廠 Customer Questionnaire;Puli Brewery;Factory Sightseeing;Visitor Approval
Date:	2020
Issue Date:	2022-12-14 09:12:36 (UTC+0)
Publisher:	亞洲大學
Abstract:	中文摘要本研究目的旨在探討埔里觀光酒廠之轉型歷程，以及針對受訪遊客對其認同度狀況進行統計分析，本研究問卷調查於109年2月20日至3月5日在埔里觀光酒廠進行問卷填答。共發放230份問卷，回收資料共計230份，有效問卷224份，有效問卷回收率達97.4%。茲將研究結論簡要整理如下：一、女性受訪遊客多於男性，21~60歲間的消費主力群，受訪遊客以中部人且服務業佔比最高，他們多因家庭旅遊及口碑宣傳得知資訊到訪酒廠，以自行開車遊客為多數，其消費品項以酒衍生產品的香腸、酒類的紹興酒居冠。二、受訪遊客認同度各構面分析方面:酒類中紹興酒仍有一定的認同度;酒衍生產品是埔里觀光酒廠的代表性特色以及具有交通便利性和停車空間的優勢。另外在硬體建築及空間規劃及整體滿意與忠誠度上，須再往上提昇。三、女性受訪遊客嘗試產品意願高於男性，受訪遊客「職業」對於環境清潔構面上有顯著差異。根據本研究結果，建議埔里觀光酒廠持續發展其主力產品之特色，並深入了解現今消費者的需求，在硬體建築、空間規劃及滿意與忠誠度方面再精進，藉此提升遊客整體滿意度及重遊意願。關鍵詞：觀光工廠、埔里觀光酒廠、顧客問卷、遊客認同度 ABSTRACTThe key purpose of this research was to explore the industrial transformation process of Puli Brewery, and to conduct a statistical analysis of the visitor approval, from which conclusions drawn will be provided for reference usage by relevant personnel. This research survey was conducted at Puli Brewery from February 20th to March 5th 2020. A total of 230 questionnaires were distributed, and a total of 230 questionnaires were retrieved, of which 224 questionnaires were valid. The valid yield is 97.4%. The research conclusions are summarized as below:1. Visitor background and characteristics analysis: the majority of visitors were female; the main customer age demographic is between 21 and 60 years old; the majority of the visitors were from central Taiwan and from the service industry; key reasons for visiting the brewery were family outings and publicity through word-of-mouth; the majority of the visitors drove here; main items of expenditure were alcohol-infused sausages and Shaoxing wine.2. Visitor approval analysis of various aspects: Shaoxing wine is highly regarded among the wine products; wine-infused products are the unique hallmark of Puli Brewery; and other strengths include convenient transportation and abundant parking space. However, infrastructure, space planning, overall satisfaction and customer loyalty can be further improved.3. The willingness of women to try products were higher than that of men. The visitors’ occupation background plays a significant difference in the satisfaction toward environment cleanliness.Based on the results of this research, it is recommended that Puli Brewery continue to develop on the unique characteristics of its main products, and build a deep understanding of the current customer needs, and also further improve in the aspects of infrastructure, space planning, customer satisfaction and loyalty, thereby enhancing the overall satisfaction of visitors and increasing visitors’ willingness to revisit.Keywords: Factory Sightseeing, Puli Brewery, Customer Questionnaire, Visitor Approval?
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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