台灣民眾對地方節慶活動體驗行銷感受及涉入程度之研究

A Study of Taiwanese Experience Marketing and Involvement towards Festival Events in Taiwan

劉照金(Chao-Chin Liu) ； 呂銀益(Ying-Yi Lu) ； 鄭淇鎂(Chi-May Jeng) ； 黃綠青(Liu-Ching Huag) ； 曾英瑧(Ying-Jen Tzeng) ； 林鈺芳(Yu-Feng Lin) ； 蔡佩君(Pei-Jun Tsai)

《運動知識學報》 5期 (2008/09) Pp. 353-369

https://doi.org/10.29596/BGYY.200809.0032

摘要

近年來台灣最流行的地方新定位，首推觀光節慶活動，地方政府為因應地方經濟發展需求，並滿足國人對地方文化資源的懷舊及地方特色之行銷，對地方節慶活動之推動日漸重視。然而地方舉辦節慶活動的成敗，除了政府的規劃及相關單位的運作外，民眾對地方舉辦節慶活動的參與行為與體驗威受也是主要的影響因素。本研究主要目的為探討台灣地區民眾對地方節慶活動之體驗行銷成受及涉入程度之現況，以及不同背景民眾對地方節慶活動之體驗行銷感受及涉入程度差異。本研究方法採問卷調查法，參考相關文獻與研究發展「民眾對地方節慶活動參與意見調查表」為工具，以台灣地區居民為對象，共發出900份問卷，回收有效問卷850份，所得資料經分析結果如下：（一）民眾對地方節慶活動的體驗行銷成受，以熱鬧氣氛成受、促進地方產業發展及親子與家人關係促進較為深刻；（二）民眾對地方節慶活動的個人愉快成受、符合興趣及個人意義涉入程度較高；（三）在體驗行銷感受方面，民眾在教育程度上的差異較為顯著，教育程度越高其體驗行銷感受越高，而不同年齡層及婚姻狀況之民眾只在教育體驗有差異存在，性別、職業背景之影響並不明顯；（四）在涉入程度方面，影響民眾參與地方節慶活動涉入程度，以婚姻狀況及教育程度影響較大，職業則對民眾參與地方節慶活動之持續涉入及整體涉入程度較具影響力，性別對民眾參與地方節慶活動之個人涉入較具影響。本研究結論為：民眾對地方節慶活動的熱鬧氣氛、地方產業發展及家庭親子關係促進較為深刻，活動內容則以個人感受、興趣及意義較為關注，不同背景民眾對地方節慶活動體驗行銷成受在教育程度、年齡層及婚姻狀況差異較為顯著，在涉入程度方面則以婚姻狀況、教育程度、職業及差異較為顯著。

關鍵字

節慶活動 ； 體驗行銷 ； 涉入程度

並列摘要

The most popular new positioning in Taiwan is tourism festival events. In order to develop local economics and satisfy people's nostalgic attitudes towards local cultures and provinciality marketing activities, local festival events are becoming more important. However, not only the government's strategies and related bureau's implementations but also people's participating behaviors and experience become the main influential factors to determine the success of festival events. The purpose of this study was to discover different experience marketing and involvement of people from various backgrounds towards festival events in Taiwan. The study method adopted questionnaires and ”Feedback of people's participations in festival events” developed from literature review as the tool. Taiwanese residents were targeted and 850 out of 900 copies of questionnaires were sufficient The results indicated the following: 1. The exciting and cheerful atmosphere, stimulating local industry development and improving relationships among families provide people stronger experience marketing towards festival events. 2. People showed more involvement in festival events with pleasant personal feelings, interests and personal meanings. 3. Comparing people from various backgrounds with their experience marketing in festival events, different education levels appeared significant regardless different factors. Different ages and marriage statuses showed significant in ”education experience factor”. 4. Regarding to the comparison between people from various backgrounds and involvement in festival events, different marriage statuses and education levels revealed significance. Moreover, people from different occupations showed significance in ”continuous involvement factor” and ”the total score of involvement level” while different sexes of people showed significance in ”personal involvement factor”. In conclusion, the exciting and cheerful atmosphere, stimulating local industry development and improving relationships among families gave people stronger impacts towards festival events. The event contents focus on personal feelings, interests and meanings while people from different background showed significant experience marketing in education level, age and marriage status towards festival events. In terms of involvement, marriage status, education level and occupation revealed significance.

並列關鍵字

festival events ； experience marketing ； involvement