2009年土城桐花節遊客之遊憩行爲及效益認同度之探討

The Study of the Travel Behavior and Satisfaction for the Benefit of the 2009 Tu Cheng Aleurites Montana Festival

黃蕙娟(Hui-Chuan Huang)

《運動與遊憩研究》 5卷1期 (2010/09) Pp. 15-38

https://doi.org/10.29423/JSRR.201009_5(1).0002

摘要

自1980年後，政府開始重視文化產業，針對各地固有的文化特色進行推廣、保存、發展等方式來強調各地方特色。而在2002年首次將「文化創意產業」列爲重要項目後，更明確指引我國未來經濟型態發展的重要走向。爲帶動地方產業發展，各縣市鄉鎮舉辦許多節慶活動，臺北縣縣府從八十六年舉辦「臺北縣土城桐花節」，將其列爲文化曆活動之一，整合土城人文、藝術、觀光休閒及產業等資源，營造地方特色，因此是臺灣十分具代表性之文化節慶活動。另則因爲休閒產業市場龐大商機，鑑於對遊客需求的掌握，是活動規劃、管理與影響活動舉辦和成功的關鍵因素。因此，本研究以「2009年土城桐花節遊客之遊憩行爲及效益認同度之探討」爲主題進行研究，結論如下：一、受訪者樣本結構以女性、20~29歲、學生、未婚、大學學歷與月收入在15,000萬元以下者，爲主要的參與族群。二、前往土城桐花節的次數方面，以第一次佔最多；遊客的旅遊同伴，主要以親人佔多數；得知活動訊息的方式以朋友告知爲最高。三、就遊客對土城桐花節的效益認同度分析中，以正向的效益認同而言，性別、年齡、職業、教育程度、婚姻狀況、收入、遊憩行爲與居住地皆以「當地效益認同度」得分爲最高。在教育程度、遊憩行爲與性別變項中達到顯著；平均最低分的是「在地文化效益認同度」，因題目爲負向題目，因此，得分低視爲正向之效益認同。其中，負向的效益認同僅有一項，爲未婚之受訪者在「關係建立認同度」構面，此構面平均爲最低，雖未達顯著差異，但未婚受訪者人數佔總數之65.42%，應考量是否有改善之處。

關鍵字

文化創意產業 ； 土城桐花節 ； 效益認同度

並列摘要

Since 1980, the government started to put more emphasize on cultural industries, popularizing, preserving and developing these cultural industries based on its regional features. Ever since 2002, when the government listed ”Creative industry” as an important issue, it showed a more direct way for the country economic development in the future. In order to promote the development of regional industries, different towns held various kinds of festivals. Started from 1997, Taipei County Government holds ”Tu Cheng Aleurites Montana festival,” and listed as one of the main activities in cultural calendar. Because the festival combined the resources of culture, art, tourism, and industry in order to create regional features, it was a representative cultural festival. On the other hand, because of the tremendous business in the field of leisure industry, according to the demands of tourists, the key elements of success depends on the arrangement, management, and the effects of activities. According to this, this research sets the topic on ”The study of the travel behavior, satisfaction, and cognition for the benefit of the festival”. The below-mentioned points were the conclusions of our research: 1. The interviewees of this festival in 2009 mainly targeted on unmarried female students, in the age between 20-29, who graduated from college and got monthly pay below NT$15,000; 2. About the number of times tourists went to this a festival, most tourists went to the festival for the first time; The companions with the tourists were mainly composed of relatives, and they know about this event by their friends; 3. By analyzing cognition for the benefit provided by tourists, according to positive cognition for the benefit, ”the cognition for the benefit of local” is credited with the highest points in gender, age, profession, level of education, income, tourist behavior, and residence, but quite high in the field of level of education, tourist behavior, and gender. ”the cognition for the benefit of local culture” is credited as the field with average lowest points. Because of this, lower points are noticed as positive, there is only one item in negative, which is in the dimension of ”the cognition for the benefit of building relation” interviewed by people who are unmarried. This dimension is credited with the lowest average point. Though it doesn't reach huge difference, but unmarried interviewees occupied 65.42% of the total can be considered a way of improving this research.

並列關鍵字

Creative industry

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