探究產業文化活動的生命力－以澎湖湖西北寮加網魚季為例

Exploring the Vitality of the Industry Culture Activity-Case Study of Johnius Grypotus Festival in Beiliao

楊倩姿(Chien-Tzu Yang) ； 陳正國(Cheng-Kuo Chen) ； 胡俊傑(Chun-Chieh Hu)

《休閒事業研究》 11卷2期 (2013/06) Pp. 85-103

https://doi.org/10.6746/LIR.201306_11(2).0007

摘要

產業文化活動往往多數受到內外在變數影響之下，多數活動話題不斷但部分活動卻曇花一現，原因為？湖西北寮加網魚季與澎湖花火節均具為意義深重之紀念意義。澎湖花火節舉辦目的是為撫平2002華航失事飛機對澎湖之重創；而加網魚季便是為提振2008年受澎湖漁業受到天氣變遷非常極大寒害之影響，其中，加網魚更是澎湖湖西鄉當地重要的漁業文化。當地為了提升居民信心與強化觀光能見度所舉辦文化體驗活動，本研究以澎湖湖西北寮村加網魚季為例，進一步結合質性與量化調查其活動舉辦之過程，透過深度訪談法及問卷調查法探究活動參與者對湖西北寮加網魚季之服務品質、顧客滿意度及重遊意願之間的影響，以了解其產業文化關係並藉此提出管理上的意涵。

關鍵字

產業文化活動 ； 服務品質 ； 顧客滿意度 ； 重遊意願

並列摘要

Under the influence of various factors, most industrial culture activities are popular and successful; however, some activities fail to attract the attention of people. In Penghu, there are two meaningful activities, Johnius grypotus Festival in Beiliao and Penghu Fireworks Festival which is held due to the air disaster of China Airline in 2002. Johnius grypotus Festival is to revive from the serious cold damage in Penghu fishery in 2008, and Johnius grypotus Festival is particularly an important fishery culture in Husi. This study in combination with qualitative and quantitative analysis through in-depth interview and questionnaire survey, it is hoped that the participants' opinions on service quality, consumer satisfaction and Revisit Intention could be investigated so as to help us understand the relationship between them. Through convenience sampling to collect data, a total of 328 usable questionnaires were achieved. The results of this research showed that the local government holds this Industry cultural activity to restore residents' confidence and to enhance the visibility of tourism. By this way, tourists' revisit intention to the activity could be enhanced. Then they would continuously participate in the activity, recommend it to their friends and relatives, and be willing to purchase Penghu's agricultural and fishery special products. Managerial implications and future research directions are also provide suggestions for management in this study.

並列關鍵字

Industry Cultural Activities ； Service Quality ； Customer satiation ； Revisit Intention