A Study of Recreational Cognition, Demand, and Satisfaction of Industrial Tourists

• Main Authors: Hui-Ling Cheng, 鄭惠苓
• Other Authors: Yu-Liang Tseng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/77562095199674223354

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 96 === Since Taiwan entered the World Trade Organization in 2002, Taiwan’s tobacco and liquor has not been able to gain the upper hand and has been pressurized by imported goods. The monopoly is facing a crisis. On the other hand, the government comprehensively implemented the weekends off policy in 2001 and the National Travel Card for military staff and civil servants in 2003 with the intention to let the civil servants stimulate domestic sightseeing and inspire development of related tourist industries to ultimately bring business opportunities for the domestic tourism industry. Breweries and wineries around the nation were transforming to develop industrial tourism, among which Puli Brewery is the earliest one engaged in the development of industrial tourism. “Transformation and management” is an important business objective for many traditional industries. They properly decorated local industries with culture and brought new waves of development to the region. Furthermore, the combination of production and tourism could create more opportunities for tourism and travel, which does not only as well as diversity sightseeing and travel. Developing industrial tourism has been an important issue for regional development for the past few years. Therefore, this study explores the development process of the transformed industrial tourism in order to understand the recreational demand of tourists toward the Puli Brewery and their satisfaction with the services and facilities. Through their correlation suggestions are given to the Puli Brewery regarding their development of the industrial tourism. To achieve the foregoing purpose, this study collects information through in-depth interviews, questionnaires, and field trips, among which in-depth interviews are done with related personnel in order to find out their ideas regarding the industrial development, management, and human resources application. Empirical analysis results show that tourists are mostly positive in their recreational cognition about the Puli Brewery, proving that the many activities as a result of proactive alliance between the certification business and different industries in creating cultural tourism and working together with local communities have been recognized by tourists. In customer satisfaction toward services and facilities, customers are the most satisfied with the content of exhibition at cultural houses, visitor flow design, and service attitude and have the highest demand for diversified recreation and entertainment, the service attitude of the tour guide and the explanation given by the guide. In terms of the relationship between tourist personal attributes and their satisfaction with the services and facilities, the degree each interviewee demands for recreation will be influenced by personal occupation, cost, and amount, as well as other personal attributes. Through related coefficients and overall correlation among recreational cognition, service satisfaction and recreational demand, most information shows that the Puli Brewery is in positive correlation in creational cognition, service satisfaction, and recreational demand. The positive correlation does exist in each part. Therefore, while intending to improve satisfaction, these three parts may be adjusted to achieve optimal satisfaction.