民眾參與節慶活動需求之研究-以2003陽明山花季為例 研究生:陳比晴 指導教授:王宗吉 中文摘要 本研究旨在探討民眾參與節慶活動需求的情形,及影響其參與需求的因素為何?研究者根據Driver(1978)的休閒需求品質理論(Quality of Demand)將節慶活動參與需求分成活動需求、環境需求與體驗需求三個構面來加以探討,以2003陽明山花季為例,採問卷調查方式進行研究。研究結果發現如下: 一、民眾對參與節慶活動的需求程度依序為:環境需求>體驗需求>活動需求。 二、民眾參與節慶活動的參與特性,會受到「性別」、「教育程度」與「居住地」等人口統計變項的不同而有顯著差異。 三、遊客對參與節慶的活動需求,受到「個人每月平均所得」以及「參與次數」、「參與時間」、「參與程度」與「過去參與經驗」等的影響顯著。 四、遊客對參與節慶的環境需求,在自然/實質環境構面,受到「教育程度」以及「訊息來源」不同而有所差異;在社交環境構面,受到「參與次數」與「參與主要目的」的影響顯著;在經營環境構面則因「教育程度」與「個人每月平均所得」的不同而有差異。 五、遊客對參與節慶的體驗需求,不會因為遊客之人口統計變項不同而有所影響,但會受到「參與主要目的」與「參與時間」之不同而有顯著差異。 關鍵詞:節慶活動、遊憩需求、陽明山花季
A Study on Visitors’ Participation Needs of 2003 YangMingShan Flower Festival Pi-Ching Chen Abstract The purpose of this study is to realize the factors influencing visitors’ needs and their quality of demand when participating festivals. Based on Driver’s theory (1978), there are three dimensions to be conferred with, which are demands of activities, demands of settings, and demands of experience, and a questionnaire is developed and distributed to visitors who participate in 2003 YangMingShan Flower Festival in YangMing Park. The results of this study as follows: 1.The order of visitors’ quality of demand when participating in 2003 YangMingShan Flower Festival is: demands of settings > demands of experience > demands of activities. 2.Visitors’ participation characteristics are significantly influenced by their different demographic statistics variances, such as gender, education level, and residence. 3.Significant differences of visitors’ demands of activities are found under diverse “individuals’ average income per month”, “participation frequency”, “participation time”, “participation level”, and “participation experience”. 4.Significant differences of visitors’ demands of settings are found under different “education level”, “individuals’ average income per month”, “source of information”, “participation frequency”, and “participation purpose”. 5.Significant differences of visitors’ demands of experience are not found under different demographic statistics variables, but are found under diverse “participation purpose” and “participation time”. Key words: Festival activities, recreation needs, YangMingShan Flower Festival