大型電音活動遊客遊憩動機、遊客價值對遊後行為影響之研究－兼論社會支持之干擾效果

A Study on The Influence of Recreational Motivation And Tourist Value of Large-Scale Electro-Acoustic Activity on Tourism Behavior- Also on The Interference Effect of Social Support

鍾政偉(Cheng-Wei Chung) ； 郭亭吟(Ting-Yin Kuo) ； 陳方和(Fang-He Chen) ； 陳頌恩(Song-En Chen) ； 葉乙穎(Yi-Ying Ye) ； 鍾昀婷(Yun-Ting Chung)

《運動休閒管理學報》 15卷3期 (2018/09) Pp. 46-65

https://doi.org/10.6214/JSRM.201809_15(3).0004

摘要

電子音樂在台灣早期飽受社會歧視，常為夜店、舞廳等特殊深夜場所播放歌曲，導致電子音樂總是與犯罪畫上等號，而讓社會產生負面的刻板印象；再加上媒體的不友善報導，更加深國人對於電子音樂的偏見。近年來，電音活動蓬勃發展，光是在2017年9月～12月短短4個月內，台北共舉辦了4場萬人大型電音活動，由此可知電子音樂活動在台灣場次及參與人數是逐漸成長。因此本研究以電音活動遊客為對象，進行問卷調查，並以社會支持為干擾變數，探討社會支持是否會干擾遊客的動機、價值與遊後行為。本研究以2018年飛地音樂節的遊客為研究分析對象，回收有效問卷384份，有效問卷回收率96%。應用線性結構方程式進行研究分析，研究結果顯示，遊憩動機對於遊客價值有顯著正向影響、遊憩動機對於遊後行為無顯著影響而遊客價值對於遊後行為有顯著正向影響並且社會支持對於遊憩動機與遊客價值間有顯著正向干擾、社會支持對於遊憩動機與遊後行為間無顯著干擾、社會支持對於遊客價值與遊後行為間有顯著正向干擾。根據上述研究結果顯示社會越支持電音活動，遊客參與動機對價值影響效果越好，且使參與過程中價值對於遊後行為有更好的支持。

關鍵字

電音活動 ； 遊憩動機 ； 遊客價值 ； 遊後行為 ； 社會支持

並列摘要

In the early years, electronic music in Taiwan faced social discrimination. As it was often played in nightclubs, dance halls, and other special late-night venues, electronic music was always equated with crime, which created negative stereotypes by society, and when coupled with the unfriendly reports of the media, further deepened the bias towards electronic music. In recent years, due to the vigorous development of electro-acoustic activities, for example, from September 2017 ~ December, Taipei hosted a large number of Shilowan people, which shows that electronic music activities in Taiwan, and the numbers of those participating, are gradually growing. Therefore, this study takes active tourists as the object, carries out a questionnaire survey, takes social support as the disturbance variable, and discusses whether such social support can disturb the tourist's motive, value, and behavior after the tour. In this study, visitors to the 2018-year Enclave Festival were studied and analyzed, and 384 valid questionnaires were collected, for an effective recovery rate of 96%. This study applied a linear structured-square program, and the results show that recreational motivation has significant positive impact on tourist value, recreational motivation has no significant effect on the behavior of tourists, tourist value has significant positive influence on the behavior of tourism, and social support has significant positive disturbance to recreational motivation and tourist value. Social support has significant positive interference between recreational motivation and behavior, as well as social support for tourists ' value and after-trip behavior. The above results show that, the more society supports electro-acoustic activity, the better the effect of tourists' participation motivation on the value, and the value of the participating process has better support for the behavior after the tour.

並列關鍵字

Electro-Acoustic Activity ； Recreational Motivation ； Tourist Value ； Behavior After tour ； Social Support

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