觀光服務業者對舉辦節慶活動滿意度之研究

A Study of the Tourism Service Providers Satisfaction of Festive Events

王蘭薰(Lan-Hsun Wang) ； 吳武忠(Wu-Chung Wu) ； 李毓秀(Yu-Show Lee)

《休閒事業研究》 8卷4期 (2010/12) Pp. 86-106

https://doi.org/10.6746/LIR.201012_8(4).0005

摘要

「觀光立縣，文化金門」，為金門縣推動縣政建設的主軸，因此觀光產業一直被視為金門發展的主要方向，有鑑於此，金門縣文化局特於2005年、2006年舉辦「金門文化藝術節」，希望藉由文化藝術節的舉辦吸引觀光人潮，帶動活絡金門的經濟，並提高金門的知名度以吸引遊客，這項藉由公共部門籌辦的年度節慶活動，在辦理時是否能得到預期的效應，並取得相關業者的認同呢？本研究透過對金門觀光服務業者的訪談與問卷調查評估其實施成效？以做為政府部門未來規劃文化觀光藝術活動參考用。本研究採便利抽樣法對金門觀光服務業者進行訪談，時間由2006年11月至2007年01月底，共得有效問卷195份，所得的資料以SPSS套裝軟體進行建置與分析，所獲得結論為：一、受訪者普遍對2006年坑道藝術節整體活動的舉辦持肯定態度，且認為所帶來的實質效益中以「增加金門的知名度」、「增加金門居民休閒活動」、「增加觀光營業收入」較為顯著。二、不同業者對2006年坑道藝術節整體活動整體表現的滿意度及藝術節活動對吸引觀光客的幫助程度在看法上並沒有顯著的差異。最大的受惠者為餐飲業者，其次為特產業者、旅館業（含民宿）、而旅行業與交通運輸業者受惠的感受較弱。三、觀光服務業者普遍認為，影響2006年坑道藝術節活動成效之因素甚多，但以機票價格與宣傳廣告的影響最大。四、多數業者期許公部門舉辦相關活動能具在地化特色，提早規劃並加強宣傳，以廣為招徠。

關鍵字

金門 ； 坑道藝術節 ； 觀光

並列摘要

”Promoting tourism to showcase the culture of Kinmen” is a major theme of the Kinmen county government, which is why the tourism industry has always played a key role in the development of Kinmen. For two years-in 2005 and 2006, the department of cultural affairs hosted the Kimen Cultural Arts Festival, in the hopes of attracting tourists, boosting local businesses, and promoting Kinmen as a major tourist attraction. Did these events, organized by the county government, serve their purpose and thus gain the approbation of relevant businesses? This study aims to evaluate the effect of these events through conducting interviews with as well as providing questionnaires to the local tourism related businesses. The study will serve as a reference for government departments when planning similar events in the future. This study was conducted using a convenience sample on Kinmen's local tourism service providers through interviews, dating from November 2006 to January 2007. The 195 effective questionnaires were analyzed using SPSS. The results are as follows: 1. Interviewees are generally satisfied with the 2006 Tunnel Arts Festival. Most believe that the event has helped significantly in promoting Kinmen's visibility, enhancing the leisure activities of the locals, and increasing the profits of local tourism business. 2. There is very little difference in opinion among different service providers regarding the 2006 Tunnel Arts Festival and its effect. Food and beverages providers benefited the most, followed by local specialty providers and accommodation providers (including B&B). Tourism and transportation providers felt a lesser impact. 3. Interviewees generally believe that many factors affect the outcome of the Festival, and that the prices of air-tickets and advertisements promoting the Festival play larger roles. 4. Most service providers hope that the county government will host events that promote local attractions. Early planning and better promotion will also increase tourists.

並列關鍵字

kinmen ； Tunnel Arts Festival ； Tourism