服務創新與節慶意象對遊客重遊意願之影響－以臺灣燈會為例

The Influence of Service Innovation and Festival Image on Revisit Intention- Take Taiwan Lantern Festival as an Example

蔡玲瓏(Ling-Long Tsai)

《休閒產業管理學刊》 13卷1期 (2020/03) Pp. 1-26

https://doi.org/10.6213/JLRIM.202003_13(1).0001

摘要

臺灣燈會在近年來已經成為地方政府競相爭取的重要活動，也是春節期間匯集人潮的大型活動。臺灣燈會由各地輪流且每年舉辦，如何吸引遊客能再度造訪燈會，成為主辦單位必須面臨的課題。本研究以服務創新、知覺品質、知覺價值、節慶意象來探知臺灣燈會遊客之重遊意願。於后里馬場園區與后里森林園區發放問卷，以有效問卷359份進行分析。結果顯示，「服務創新」對於「知覺品質」與「知覺價值」有正向顯著之影響，而「節慶意象」對於「知覺品質」、「知覺價值」與「重遊意願」有正向顯著之影響。在中介效果檢定部分，「節慶意象」、「服務創新」與「知覺品質」皆能透過「知覺價值」來影響遊客之「重遊意願」；「知覺價值」是最重要的中介變項。而「服務創新」亦可透過「知覺品質」、「知覺價值」而影響「重遊意願」。本研究建議，活動主辦單位應努力營造有地方特色的節慶意象，以整合資源與增加彈性之方向發展服務創新，並提升服務品質讓遊客感受到價值，才能讓遊客產生忠誠度，而再次造訪臺灣燈會。

關鍵字

服務創新 ； 節慶意象 ； 知覺品質 ； 知覺價值 ； 重遊意願

並列摘要

In recent years, Taiwan Lantern Festival has become an important event for local governments to compete for. However, Taiwan Lantern Festival is held annually and on a rotating basis. How to attract tourists to visit the Lantern Festival again has become an issue that the organizers must face. In this study, service innovation, perceived quality, perceived value and festival image are used to explore the revisiting intention of Taiwan Lantern Festival visitors. Questionnaires were distributed in Houli racecourse park and Houli forest park, finally 359 valid questionnaires were analyzed. The results show that ＂service innovation＂ has positive and significant influence on ＂perceived quality＂ and ＂perceived value＂, while ＂festival image＂ has positive and significant influence on ＂perceived quality＂, ＂perceived value＂ and ＂revisiting intention＂. In the mediation effect, ＂festival image＂, ＂service innovation＂ and ＂perceived quality＂ can all influence the tourists’ ＂revisiting intention＂ through ＂perceived value＂. Perceived value is the most important mediating variable. ＂Service innovation＂ can also affect ＂revisit intention＂ through ＂perceived quality＂ and ＂perceived value＂. Event organizers should strive to create the festival image with local characteristics, and integrate resources and increase the flexibility of the development of service innovation, improve the quality of service and let tourists perceive the value, so that tourists can generate loyalty, and visit Taiwan Lantern Festival again.

並列關鍵字

service innovation ； perceived quality ； perceived value ； festival image ； revisiting intention

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