節慶活動遊客行前決策、體驗滿意度與重遊意願之關係模式

A Study of the Relationship model among Pre-Tour Decision Making, Satisfaction and Willingness to Revisit of a Festival Activity

黃振紅(Chen-Hung Huang) ； 呂碧琴(Pi-Ching Lu) ； 林謙如(Chien-Ju Lin)

《臺大體育學報》 32輯 (2017/03) Pp. 1-14

https://doi.org/10.6569/NTUJPE.2017.32.01

摘要

本研究目的旨在了解遊客的背景特性、行前決策、體驗滿意度及重遊意願之現況，探討行前決策、體驗滿意度與重遊意願之關聯性。以參與臺北松山新亮點活動之遊客為對象，採問卷調查法，經立意取樣，共獲得有效正式樣本318份。資料分析採描述統計及結構方程模式。研究結果發現：本活動一、以女性遊客參與居多(佔56.9%)；年齡以55歲以上者居多(佔25.8%)；以「家人」陪同前來為主(佔50.0%)；以臺北市市民參與最多數(佔66.7%)。二、行前決策因素以「知覺機會評估」(平均數達4.49)最高；活動之「主題設計」(平均數4.57)最令參與遊客滿意；遊客的重遊意願平均達4.60。三、「行前決策」對「體驗滿意度」有正向影響，「體驗滿意度」對「重遊意願」亦存在正向的影響關係；但「行前決策」影響「重遊意願」的效果沒有得到支持。由於「體驗滿意度」扮演著完全中介的角色，此結果可得知「行前決策」可透過「體驗滿意度」間接影響到「重遊意願」。

關鍵字

文化節慶 ； 節慶觀光 ； 題項包裹法 ； 結構方程模式

並列摘要

Purposes: 1) To understand the background, the considered factors pre-tour decision making, satisfaction, and revisiting willingness of the tourists' of 2013 Songshan New Highlight Festival in Taipei City; 2) To explore the relationships among the considering factors of pre-tour decision-making, satisfaction, and the revisiting willingness. Research Methods: 318 subject were invited by purposive sampling. Data were collected by the questionnaire survey and were analyzed by descriptive statistics and structural equation models. Results: 1) 56.9% tourists were female; 25.8 % tourists were over the age of 55; 50.0% tourists attended the festival with family; and 66.7% tourists were the citizen of Taipei City. 2) The ＂perceived opportunity assessment＂ was the prior considered factor of the pre-tour decision making (m=4.49); ＂the special interest of the festival＂ was the most satisfied item of tourists' (m=4.57); the value of the tourists’ revisiting willingness averaged 4.60. 3) The considering factors of pre-tour decision making was positive effect upon satisfaction; and the satisfaction was positive effect upon revisiting willingness; however, moderation of the considering factors of pre-tour decision making on revisiting willingness was not supported. It showed the tourists’ revisiting willingness was effected indirectly by the considering factors of pre-tour decision making which was based on the ＂satisfaction＂ owing to its intermediary role.

並列關鍵字

cultural festival ； festival tourism ； item parcels ； structural equation models

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