檢視遊客參與鹽水蜂炮節慶活動之重遊行爲意圖

Examining Tourists' Revisiting Behavioral Intentions to Yanshuei Fireworks Festival

林宗賢(Chung-Hsien Lin) ； 蕭慧齡(Hui-Ling Hsiao)

《戶外遊憩研究》 21卷2期 (2008/06) Pp. 1-22

https://doi.org/10.6130/JORS.2008.21(2)1

摘要

本研究的目的爲同時整合重遊行爲意圖、知覺價值、快樂感、新奇感與知覺風險等五個構念爲一個研究概念模式，來了解鹽水烽炮節慶活動遊客重遊行爲意圖之發展與形成。現地自填式調查問卷所收集的遊客資料，共得有效問卷306份，經結構方程模式分析結果顯示，知覺風險、新奇感、快樂感、知覺價值爲遊客重遊行爲意圖重要之前置變項，且情感因素在遊客決策模式過程中扮演相當重要的角色。上述研究發現不僅支持認知心理學所主張的「認知－情感－態度－行爲意圖」爲鹽水蜂炮節慶活動遊客之重遊行爲意圖形成過程，也建議知覺風險爲一引起好奇、進而增加快樂感受之促進因素。後續研究建議對遊客重遊至具風險性節慶活動行爲意圖的了解，應該著重於詮釋遊客以「快樂體驗」爲觀點之旅遊決策模式。

關鍵字

知覺風險 ； 新奇感 ； 快樂感 ； 知覺價值 ； 快樂體驗 ； 遊客決策模式

並列摘要

The purpose of this article is to examine perceived value, hedonics, novelty, and perceived risk as the antecedents of revisiting behavioral intentios to Yanshuei Fireworks Festival. The proposed theoretical model is examined with the sample of 306 on-site tourists. The results of structural equation modeling analyses indicate that perceived risk, novelty, hedonics, and perceived value are important antecedents of tourists' revisiting behavioral intentions. In addition, affective factors play an important role in tourists' decision-making process. These findings confirm that the cognition-affect-attitude-intention process maintained by cognitive psychology can be used to understand the formation of tourists' revisiting behavioral intentions to Yanshuei Fireworks Festival. Also, perceived risks can be referred to as a facilitator of novelty and hedonics enhancement. Theoretically, the findings extend the current insights of tourist's decision-making model to the hedonic and experiential perspective, so as to interpret tourists' revisiting intentions to a risky festival.

並列關鍵字

Perceived risk ； novelty ； hedonics ； perceived value ； hedonic experience ； decision-making model

參考文獻

出版刊物

觀光資訊月報

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吳宗瓊、潘治民(2004)。觀光慶典活動遊客花費與整體經濟效果之評估研究－以國際童玩節爲例。戶外遊憩研究。17(1)，1-21。

中國時報（2006/03/07）