遊客參與文化節慶活動之動機與滿意度之研究－以2009高雄左營萬年季為例

Motivation and Satisfaction of Tourists to Participate in Cultural Festivals-2009 Kaohsiung Zuoying Wannian Floklore Festiva

吳穌(Su Wu) ； 趙方如(Fang-Zu Zhao) ； 李秋明(Qiu-Ming Lee) ； 周澤宇(Ze-Yu Zhou) ； 林紀玲(Chi-Ling Lin)

《人文社會科學研究》 6卷1期 (2012/03) Pp. 72-89

https://doi.org/10.6284/NPUSTHSSR.2012.6(1)4

摘要

本研究目的為：探討遊客參與高雄左營萬年季之參與動機、滿意度之差異情形及參與動機與滿意度相關之情形。本研究以參加2009年左營萬年季之遊客為對象。研究工具為自編之參與動機、滿意度問卷。資料分析以描述性統計、T考驗、單因子變異數分析及相關等統計分析方法驗證所有的假設，顯著水準定為α=.05，結果分析如下：一、男性的參與動機與滿意度均較女性為高。二、40歲以上的參與者其參與動機與滿意度均較39歲以下者為高。三、無職業者之參與動機較學生為高。而滿意度方面亦是學生低於各族群。四、由親朋好友獲得訊息的動機與滿意度均高於由電子媒體獲得者。五、不同參與次數的參與動機與滿意度差異均未達顯著水準。六、遊客参與動機與滿意度均呈正相關。

關鍵字

萬年季 ； 文化節慶 ； 參與動機 ； 滿意度

並列摘要

The purpose of this study were: To investigate the visitors to participate in Kaohsiung Zuoying Wannian Floklore Festival of participation motivation and satisfaction differences, and participation motivation and satisfaction related to the case. In this study, the object were the 2009 Kaohsiung Zuoying Wannian Floklore Festival for tourists. Research tool for the self of participation motivation, satisfaction questionnaires. Data analysis descriptive statistics, t-test, one-way ANOVA and related statistical analysis methods to verify that all assumptions, the significance level set at α= .05, results were as follows: 1, The male participation motivation and satisfaction were higher than women. 2, 40-year-old participants involved in motivation and satisfaction were higher than those under the age of 39. 3, the no career tourists motivation higher than the students. the students satisfaction is also below the various ethnic groups. 4, Get messages from friends and family motivation and satisfaction were higher than by the electronic media. 5, Different number of participation motivation and satisfaction differences did not significant. 6, visitors to participate in motivation and satisfaction were positively correlated.

並列關鍵字

Kaohsiung Zuoying Wannian Floklore Festival ； cultural festivals ； motivation ； satisfaction

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