從宗教旅遊品質重視度建構台南地區進香團遊程規畫－以南鯤鯓代天府進香團爲例

本研究之主要目的在瞭解參加南鯤鯓代天府進香團之香客，對宗教旅遊品質之重視程度，進而探討其旅遊喜好需求與影響其選擇參加進香團遊程之決定因素，樣本取自台南縣南鯤鯓代天府進香團之香客共208名，利用描述性統計、單因子變異數分析、Scheff's多重比較及判別分析等統計方法，以香客對旅遊品質重視度之線性組合，找出其選擇進香團旅遊行程之決定因素。研究結果顯示：香客對旅遊品質之重視程度以領團素質爲最高；其次依序爲用餐菜色、巴士品質、時間安排、景點規畫、廟宇選擇、團費多寡、住宿型態及導覽品質；判別分析結果：對廟宇選擇、領團素質、團費多寡、時間安排等旅遊品質越重視者，越會選擇「全廟宇」旅遊活動；而對巴士品質、住宿型態、導覽品質、用餐菜色、景點規畫等旅遊品質越重視者，越會選擇「廟宇搭配觀光景點」旅遊活動，判別函數之正確判斷力爲92.31%。

關鍵字

進香團；廟宇；宗教旅遊；旅遊品質；旅遊需求

並列摘要

This study is to explore how the tourist quality and tourist demands become major concerns and key factors for the pilgrims of South Kun-shen's Dai-tian Temple in participating the religious tour. The sample includes 208 pilgrims of South Kun-shen's Dai-tian Temple. Statistical methodologies such as descriptive statistics, one way analysis of variance, Scheff's multiple-comparison method, discriminate analysis, together with linear combination of the pilgrims' emphasis on the tourist quality are applied to indicate the main determinants of pilgrims' choice. The result shows the pilgrims' primary concern is the quality of tourist conductor, while the menu, the quality of the bus, the time arrangement, the tour planning, the choice of temple, the total expense, the type of housing as well as the quality of guide tour are also emphasized. Those who highlight the choice of temple, the quality of tourist conductor, time arrangement and the total expense are inclined to join the temple-oriented tour, as for those who value the quality of the bus, the type of housing, the quality of guide tour, the menu and the tour planning tend to participate in the tour involving both temples and scenic spots. The accuracy of discriminate function is 92.31%.