鹿港端午節慶活動吸引力、旅遊滿意度與重遊意願之相關研究

A Study of Visitor's Activity Attraction, Satisfaction and Revisiting Willingness in Dragon Boat Festival Event LU-KANG

劉泳倫(Yung-Lun Liu) ； 施昱伶(Yu-Ling Shih)

《休閒產業管理學刊》 2卷1期 (2009/04) Pp. 28-49

https://doi.org/10.6213/JLRIM.2009.2(1)3

摘要

本研究目的在探討鹿港端午節慶活動吸引力、旅遊滿意度與重遊意願之相關；以鹿港端午節慶活動遊客爲對象，採便利抽樣方式進行，共發出500份問卷，得到有效問卷423份，以描述性統計、因素分析、Pearson積差相關及逐步迴歸進行統計分析，研究結果發現：1.到訪遊客，以未婚的、年輕學生居多，且女性多於男性。2.鹿港傳統美食爲最吸引遊客項目。3.遊客以放鬆心情紓解壓力最滿意。4.遊客具有很高的重遊意願。5.活動吸引力、旅遊滿意度與重遊意願均呈正相關。6.遊客在「展覽館參觀」及「民俗技藝」對「重遊意願」具有預測力。7.遊客在「心理體驗」及「解說服務」對「重遊意願」具有預測力。根據分析結果，本研究不僅對主辦單位提出建議，亦對鹿港端午節慶後續研究者提供後續研究方向。

關鍵字

活動吸引力 ； 重遊意願 ； 旅遊滿意度 ； 節慶活動 ； 端午節

並列摘要

The purpose of this study was aimed to analyze the current situation of activity attraction, travel satisfaction and revisiting willingness. Visitors are an object, in 2008 Dragon boat festive in Lu-Kang, and systematic sampling method is used. Total 423 of 500 questionnaires were collected efficacious. After study with the descriptive analysis, factor analysis, Pearson product-moment correlation and multiple step wise regression analysis were utilized for data analysis. The results are as follows: 1 .The visitors, unmarried, young college or high school students are the major groups. Also, the females are more than the males. 2. The highest score of attraction is the Lu-Kang delicacy takes. 3. The highest score of satisfaction is the psychological relaxation and relieve pressure. 4. There are most tourist are revisiting willingness in Dragon boat festive event Lu-Kang. 5. The activity attraction, travel satisfaction and revisiting willingness appear positive correlation. 6. The powerful predicting variables on tourist revisiting willingness are exhibiting and folk arts. 7. There are powerful predicting variables on tourist revisiting willingness, psychological experience and illustration service.
Based on these findings, the study not only gives some suggestions for program managers, but also supports research orientation for future researchers.

並列關鍵字

activity attraction ； revisiting willingness ； travel satisfaction ； festive events ； Dragon boat festive

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