在國際化的影響下，創造臺灣經濟奇蹟的傳統製造工廠面臨了生存的危機，根據行政院主計處的統計，台灣製造業在總產業GDP比率從1999年32%下降至2003年26%，更突顯傳統產業轉型的必要性。有鑒於此，經濟部工業局於2003年起開始推動「地方型群聚產業發展計畫」協助工廠觀光化，期待為傳統產業開啟新的事業藍海。過去的研究大多著重於消費者層面對於觀光工廠的滿意度、忠誠度、品牌知名度、購買意願之間的關係，鮮少有文獻針對觀光工廠給予企業主實證上的營運績效影響以及顧客購買行為之研究。本研究主要在探討觀光工廠的設立對於傳統餐旅產業在顧客需求的啟發與營運績效的影響，本文分析2012年1-3月台灣15家餐旅相關之觀光工廠，並以原產業之顧客滿意度為研究之控制變數，依變數則以顧客購買消費金額、企業之營收成長率與淨利成長率為主要研究變項，探討觀光工廠對於消費者購買行為與企業營運績效之影響。結果在於檢視觀光工廠的設立，有顯著影響消費者購買行為但對於企業之營收與銷售成長率以及淨利成長率並無顯著的影響，後續研究可延伸至評估觀光工廠之成本績效。

The traditional small-medium manufacturing plants which had ever created the economic miracle in Taiwan confronts with survival issues because of globalization. According to the statistics of Executive Yuan in Taiwan, the gross domestic product percentage of manufacturing industry had been decreasing. This trend made the traditional manufacturing plants transform into service-oriented plants. Meanwhile, the development plan to help manufacturers become tour plant is initialized by the government in Taiwan. Even though experiential marketing in tour plant is one of latest marketing campaign that are held by many businesses in order to create the customer demand, empirical researches on tour plant thus far had focused on customer satisfaction, customer loyalty, brand recognition and purchase intension without emphasizing on the firm’s performance issue as well as the customer purchase behavior. This paper aimed to examine the impact of the growing use of tour plant on exploring customer’s need and firm performance in the hospitality industry. This experiment analyzed 15 tourism factories conducted with hospitality industry in Taiwan ranging from January to March in 2012. The main findings of this study examined the effect of tour plant’s establishment toward to consumer spending level, affiliated firm’s revenue, and gross profit of affiliated firm. Managerial and strategic implications for tourism factories and directions for future research are discussed.

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