西塘漢服節的涉入與地方依附對旅遊動機與行為意圖探討

民族服飾指各民族本身文化中具有特色的服飾，代表著一種文明。人們在日常生活中大多穿著悠閒舒適的服裝，但在節慶、宗教儀式、國家典禮和其他正式的場合中，大多會以民族服飾打扮出現。其中漢服作為中華民族傳統服飾，因歷史問題消失了300多年，在2002年後對「漢民族服飾」的思考在網路出現，漢服復興從網路走向現實，穿漢服出行逐漸形成熱潮，許多組織、企業也參與了這場漢服運動，紛紛舉辦與漢服文化相關的活動，西塘漢服節是其中舉辦時間最長、規模最大的活動，對漢服的交流與發展有著巨大影響，由此可發現節慶活動已然成為一股替代傳統觀光的新浪潮，不僅能夠帶動文化、藝術與都市再造，因此本研究以西塘漢服節為個案進行研究，以文獻探討、問卷調查與資料分析的方式對漢服節之涉入、地方依對旅遊動機與行為意圖的關係進行研究。研究結果顯示，地方依附對旅遊動機具有正向且顯著的影響，涉入對行為意圖具有正向且顯著的影響，而經過各項分析並確認建構的結構方程模式配適度達到標準，顯示研究量表具有可行性，而這此測量工具，可為相關教育與產業進行研究之參考依據。

關鍵字

漢服文化；涉入；地方依附；旅遊動機；行為意圖

並列摘要

National costume means a characteristic and representative costume in national culture, which represents a civilization. In the daily life of some ethnic minorities, people wear leisurely and comfortable clothing in most situations and occasions. But in other formal occasions such as festivals, national ceremonies, or religious activities, most people will dress in national costumes. The Hanfu as the object of this research is the traditional Chinese costume. It has disappeared for more than 300 years due to historical reasons. In 2002, the article ＂The Lost Civilization-Han Nationality Costume＂ was published on the internet, which made thinking about Han nationality costume appears on the internet. Since then, the revival of Hanfu has moved from the Internet to reality. Wearing Hanfu in daily life has gradually formed a social boom. Many organizations and companies have also participated in this Hanfu innovation, and they have also organized activities related to Hanfu culture. The Xitang Hanfu Festival is the longest and largest of all events, and it has a huge impact on the industrial exchange and development of Hanfu. Based on the above, it can be found that festival activities have become a new wave to replace traditional tourism, which can not only drive culture, art and urban reconstruction, so this research takes the Xitang Hanfu Cultural Festival as a case study. The results of the research show that tourists' local dependence have a positive and significant impact on tourism motivation. At the same time, involvement has a positive and significant impact on behavioral intentions. The results of this study provide a reference for relevant industry owners and planners in designing local festival activities as well as for further research. Follow-up research that expands to investigate different ethnic groups and festival activities, discusses cultural emotion in more depth, considers internationalization of local styles, and studies market acceptance.

並列關鍵字

Hanfu Culture ； Involvement ； Local Attachment ； Travel motivation ； Behavioral Intentions

國際替代計量

西塘漢服節的涉入與地方依附對旅遊動機與行為意圖探討

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