| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 104 === Faced with fierce competition in the market, the factory tour to experience, service activities to attract tourists, and increase tourist satisfaction. In this study, visitors to tour the factory service quality and satisfaction investigate, explore the discrepancy. Because the service is intangible, heterogeneity, indivisibility and other characteristics of the plant in terms of tourism, how to strengthen the tourist satisfaction through service quality can. This is motivation of this study. The study tour to discuss the relationship between quality and factory service satisfaction of tourists. Through literature collection, archive and discussion, the construction of the questionnaire and asked to measure the basic items, and ice cream Dream Works E of tourists for the study questionnaire. Questionnaire to facilitate the issuance of 400 sampling method, the effective recovery of 349 questionnaires, the effective rate of about 87.25%. The results show: visitors to this tourist facility service quality expectations, the tourism plant need in the four-level quality of service (marketing management level, the level of service facilities, environmental field level, customer service levels) carefully planned, in order to facilitate lifting of tourists satisfaction; sightseeing factory service quality has a positive significant effect on tourist satisfaction.
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