以節慶活動吸引力探究遊客參與動機、滿意度與忠誠度之關係：兼論不同的參與經驗

Exploring the Relationships among Visitors' Motivation, Satisfaction and Loyalty by the Activity Attraction Effect- Different Participation Experience

鄭天明(Tien-Ming Cheng) ； 陳美存(Mei-Tusen Chen)

《觀光研究學報》 13卷4期 (2007/12) Pp. 327-346

https://doi.org/10.6267/JTLS.2007.13(4)3

摘要

「吸引力效果」在觀光休閒活動中，扮演催化遊客前往參與的重要關鍵因素，特別是對節慶活動具有集客的效果。本研究以參與2006年平溪天燈的遊客進行調查，並更進一步針對遊客在參與歷程中，衡量其不同的參與經驗對吸引力、參與動機、滿意度與忠誠度的影響。結果顯示，不管有無參與經驗的遊客，活動對其吸引力兩者皆直接影響遊客的參與動機與滿意度；在吸引力對忠誠度方面，有參與經驗的遊客具顯著影響力，無參與經驗之遊客則無。就滿意度而言，有參與經驗遊客之滿意度不會影響忠誠度，反觀無參與經驗遊客，其滿意度會影響忠誠度。無參與經驗的遊客，滿意度為吸引力與參與動機對忠誠度影響關係之中介變項，有參與經驗的遊客，滿意度在吸引力對忠誠度上並無中介影響性。本研究結果可做為節慶活動的主辦單位制定策略之參考。

關鍵字

活動吸引力 ； 參與動機 ； 滿意度 ； 忠誠度 ； 不同參與經驗

並列摘要

”The attraction effect” in visiting the recreation activity is the key factor of facilitating visitors to attend activities. It especially appeals to visitors to participate in festivals. The objective of this research was to explore the participation experience in terms of attraction, motivation, satisfaction and loyalty effects. This research used questionnaires to investigate visitors who joined Ping Shi of Flying Lantern Festival in 2006. The investigation results show that both the attraction of participation and non-participation experience affect visitors' motivation and satisfaction in a positive way; the attraction of participation experience affects loyalty, but that of non-participation does not. For visitors who had participation experience, the satisfaction doesn’t affect loyalty, however, for who had not participation experience, the satisfaction does. Besides, analyzing the direct and indirect effect relation model upon attraction, motivation, satisfaction and loyalty, satisfaction was the important indirect variable influencing the attraction, motivation and loyalty. Finally, the attraction of participation experience would not affect loyalty through satisfaction, but the motivation of non-participation visitors might indirectly influence the loyalty through the satisfaction. The results are suggested to be useful references for the managerial sector while setting up their managerial strategies.

並列關鍵字

activity attraction ； motivation ； satisfaction ； loyalty ； different participation experience

參考文獻

2006台北縣平溪天燈節報導

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