參與文化節慶活動之遊客目的地意象、參與體驗與行為意圖之研究－以北港朝天宮元宵節為例

A Study on Visitors' Destination Image, Participation Experience and Behavioral Intentions in Cultural Festivals-an Example of Taking Part in Lantern Festival at Chao Tien Temple in Beigang

鍾志強(Chih-Chiang Chung) ； 蔡麗婷(Li-Ting Tsai) ； 蔡瑋娟(Wei-Chuan Tsai) ； 黃孟立(Meng-Li Huang)

《休閒事業研究》 8卷4期 (2010/12) Pp. 19-44

https://doi.org/10.6746/LIR.201012_8(4).0002

摘要

本研究目的在了解參與北港朝天宮元宵節花燈展的遊客，對北港朝天宮之目的地意象、參與體驗及行為意圖之間互相的影響情形。研究工具包括SPSS、AMOS統計軟體及「目的地意象(destination image)」、「參與體驗(participation experience)」、「行為意圖(behavioral intentions)」等三份量表。問卷調查以立意抽樣(purposive sampling)的方式進行，總計發出480份，有效問卷464份。以描述性統計、t檢定、皮爾遜積差相關(pearson correlate)、探索性因素分析(explore factor analysis)及結構方程模式(structural equation modeling)等統計方式進行資料處理。研究結果發現：目的地意象會正向的影響參與體驗，參與體驗會正向的影響行為意圖，目的地意象可透過參與體驗對行為意圖產生正向的影響；但目的地意象則無法直接對行為意圖產生正向的影響。

關鍵字

目的地意象 ； 參與體驗 ； 行為意圖 ； 元宵節慶 ； 結構方程模式

並列摘要

The purpose of this research is to explore the destination image, participation experience and behavior intentions of visitors participating in festive activities in Beijing Township and to analyze influence between these three variables. A scale was used for measurement and purposive sampling was conducted. A total number of 480 copies of the questionnaire were issued and 464 valid copies were retrieved. This research adopted SPSS and AMOS software, descriptive statistics, t-test, explore factor analysis; person correlate and structural equation modeling (SEM) were applied to analyze the data. The results of the study provided the following: the destination image imposes significant and positive impact on participation experience. Visitors' participation experience influences behavioral intentions positively; however, the destination image of the tourists does not affect behavioral intentions significantly and positively.

並列關鍵字

destination image ； participation experience ； behavioral intentions ； Lantern Festival ； festival ； structural equation