節慶遊客的體驗對滿意度、忠誠度及地方意象之影響～以大甲媽祖遶境為例

鎮瀾宮的大甲媽祖進香活動，從始於清朝的傳統宗教習俗演變成為台灣最大的宗教盛事，單純民間活動在公私協力下越來越多元，原本老年化的宗教活動成為流行，成功吸引年輕人參與，百萬人潮造就了數億商機。許多相關研究多聚焦在節慶的行銷策略或媽祖的文化意義，較少針對參與遊客的感受作較細緻的分析；故本研究先以質性途徑的訪談與部落格資料為基礎，發展一可衡量遊客體驗之量表，實證於2013年的大甲媽祖遶境，共回收534份有效問卷，以驗證性因素分析確認量表具有符合標準之配適，以此通過信效度檢驗的量表為基礎，繼而探討其與遊客滿意度、忠誠度及地方意象之關係。研究發現，體驗會影響滿意度、滿意度會影響忠誠度，體驗亦會影響忠誠度；體驗會直接顯著影響地方意象，但滿意度對地方意象的影響則較低。

關鍵字

節慶；體驗

並列摘要

Matsu Incense-Carrying Pilgrimage began from Ching Dynasty was just a tradition, but now it becomes the grandest religion event and is held by Zhenlan Temple in Taichung County every year. The old religion event changes into fashion and attracts millions of visitors which includes young people to participate in is because of diverse public-private collaborative, and it also creates hundreds million business. Many studies tended to discuss on marketing strategies of festival or cultural meaning of Matsu, but few of them analyzed about visitors' detailed feelings. This current research is based on qualitative interviews and information from blog websites to develop the scales which could examine visitors' experience, and the scales were confirmed in 2013 Da Jia Matsu Incense-Carrying Pilgrimage. Through 534 valid questionnaires, Confirmatory factor analysis(CFA) was used to affirm the scale have goodness fitting, so that visitor's experience to satisfaction, loyalty, and place image could be discussed by the scales. The findings showed that experience could affect satisfaction, satisfaction affects loyalty, and experience affects loyalty as well. Experience could affect place image significantly, but the effect of satisfaction to place image is low.