近年來，台灣觀光工廠帶動起新的旅遊風氣，自西元2003年起，經濟部工業局推動觀光工廠輔導計畫，成功將過去創造臺灣經濟奇蹟的傳統製造業，轉型為結合觀光、文化與休閒的觀光工廠，吸引不少國內外遊客前往參觀，同時觀光收入亦呈現跳躍式的成長。在過去的研究中指出，現今的人們愈來愈傾向獲得真實性的體驗，並且在觀光工廠更著重強調在實際體驗，其中，觀光工廠的設備與服務人員亦扮演著影響遊客參觀體驗重要的因素，同時過去文獻支持，設備與服務人員的品質皆會影響消費者對於商店的整體評估與選擇，在遊客參觀體驗一觀光工廠後，其後續對於觀光工廠的品牌態度、購買意願與口碑推薦為本研究欲深入探討的議題。
有鑑於此，本研究建立三大研究動機，第一為探討影響觀光工廠遊客參觀體驗之真實性、設備與服務人員等前因；第二為探討參觀體驗後，遊客對於觀光工廠的品牌態度、口碑與購買意願之影響關係；第三則根據研究結果，提供結論與建議，期望作為未來觀光工廠相關規劃之參考依據，因此，本研究選取桃園地區兩間榮獲優良觀光工廠的麗嬰房觀光工廠采衣館與郭元益糕餅博物館進行問卷發放，再利用敘述性統計分析、信度分析、驗證性因素分析與結構方程模式等統計分析來呈現其結果。
從研究結果顯示，觀光工廠中的真實性、設備與人員對於參觀體驗皆具有正向且顯著性的影響效果，而參觀體驗對於品牌態度、購買意願與口碑也支持本研究的假設，具有正向且顯著性的影響效果，從結果給予管理實務的建議，並提出本研究面臨的限制與後續研究建議，更期許本研究結果給予觀光工廠的參考依據。

Taiwan government has actively promoted the amalgamation of local industry culture and tourism since 2003, in order to bring the benefit of tourism to the manufacturing industry. The purpose of this paper is to explore the antecedences of visit experience and the relationship between brand attitude, word of mouth and purchase intention after visiting the factory tours. Using a sample of 369 tourists visiting the Les Enphants factory tour and Kuo Yuan Ye Museum of Cake and Pastry in Taoyuan and the structural equation modeling technique, the results reveal that authenticity, facility and staff have positive effects on visit experience, which in turn affect brand attitude, word of mouth and purchase intention. Based on our study results, we suggest that the factory tours’ managers could focus on the staff training, giving some discount if tourists had the entrance tickets and make good use of the social network, such as Facebook, to attract more tourists.

一、中文部分
1. 臺南市觀光工廠主題入口網，http://ccdc.myds.me/tainan/
2. 觀光工廠自在遊網站，http://www.taiwanplace21.org/

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