音樂型節慶活動遊客的休閒動機、遊客價值、滿意度與忠誠度關係之研究－以遊客特性為調節變數

Study on Relationship between Leisure Motivation, Tourist Value, Degree of Satisfaction and Loyalty of Tourists in Musical Festival Activities-with Tourist Features as the Moderator Variables

鍾政偉(Cheng-Wei Chung)

《商業現代化學刊》 8卷1期 (2015/06) Pp. 115-138

https://doi.org/10.6132/JCM.2015.8.1.07

摘要

20 世紀末的台灣，地方製造業衰退，產業結構轉型，產生了具現代意義的各式節慶活動熱潮。近年來，音樂型節慶越來越受到重視，不論是歌手雲集的跨年晚會或是享譽南北的墾丁春吶、貢寮海祭等，都顯示音樂節慶受到遊客喜愛，且音樂型節慶較其他類型節慶活動而言，也較容易吸引人潮。本研究假設模型顯示音樂型節慶活動休閒動機、遊客價值與滿意度，具有影響關係。本研究也確立遊客價值在音樂型節慶中，對於忠誠度具有顯著影響。音樂型節慶要考量如何讓遊客前來，尤其音樂型節慶活動前來的遊客，大多屬於專程前來，而對於此類型遊客而言，已不需強化其動機，而是需要重視現地體驗感受的程度，因為這將會是影響遊客對於音樂型節慶活動最重要的原因。

關鍵字

節慶活動 ； 遊客價值 ； 滿意度 ； 調節變數

並列摘要

At the end of the 20^(th) century, the declining of local manufacturing industry and the transformation of industry structure brought a large variety of modern festival activities in Taiwan. In recent years, musical festival activities have received increasing emphasis. Whether for the countdown party, Spring Scream, or Hohaiyan Rock Festival, they all show that these kinds of activities are the favorite of tourists. Well-planned music festival activities can promote local prosperity. Compared with other types of festival activities, musical festivals can attract crowds of tourists more easily and quickly. When the features of tourists’ leisure motivation are more clear, the value experience and degree of satisfaction are higher, and the loyalty is also higher. The indirect effect on degree of satisfaction exerted by the motivation of the tourists, through the experience of tourist value, is elevated accordingly. In activities, the higher degree of satisfaction means higher loyalty. The hypothesis model in this study indicates the causal relationship between leisure motivation, tourist value and degree of satisfaction, as well as the significant impact of tourist value on loyalty in musical festival activities. However, although the musical festival activities can attract crowds quickly, the activity organizers should still deliberate on enhancing the visiting intention, especially when most tourists for these activities make a special trip. For these tourists, the degree of experience of the tourists, rather than their motivation, should be emphasized, because this will be the most important reason influencing tourists’ feeling about the activities.

並列關鍵字

festival activity ； tourist value ； satisfaction ； moderator variables