遊客於文化創意活動園區之休閒涉入、休閒效益、滿意度與忠誠度－以高雄駁二藝術特區為例

Leisure Involvement, Leisure Benefits, Satisfaction and Loyalty of Visitors in Culture and Creative Districts-The Case of the Pier-2 Art Center, Kaohsiung

許蓮花(Lien-Hua Hsu) ； 周佳蓉(Chia-Jung Chou)

《休閒事業研究》 12卷4期 (2014/12) Pp. 35-58

https://doi.org/10.6746/LIR.201412_12(4).0003

摘要

文化創意產業是二十一世紀熱門的新興產業，文創活動成為重要的休閒活動；本研究旨在探討高雄駁二藝術特區遊客之休閒涉入與效用，並檢視休閒涉入、休閒效益、滿意度與忠誠度等之相互關係。經由文獻彙整及量表編制，本研究發送問卷予駁二遊客367位，共回收有效問卷350份。本研究結果發現：駁二遊客之休閒涉入程度依序為「吸引力」、「社會連結」、「中心性」及「自我表達」；休閒效益中以「美學效益」最高、次為「教育效益」、最低者為「社交效益」；滿意度中以「身心感受」最高，而「環境品質」殿後。駁二遊客的休閒涉入顯著正向影響休閒效益、然休閒涉入對滿意度並無正向影響性；而休閒效益顯著正向影響滿意度，滿意度並能正向促進忠誠度。本研究建議駁二管理單位開發中北部客源，並和教育機構合作將駁二列入參訪點；成立會員制加強遊客的社會連結性，並增加體驗式活動以提高遊客的涉入與休閒效益。

關鍵字

文化創意活動 ； 休閒涉入 ； 休閒效益 ； 結構方程模式 ； 駁二藝術特區

並列摘要

Cultural and creative industry is an emerging and popular industry in the 21th century; people also take them as important leisure options. This study aims to investigate the visitors’ leisure involvement, leisure benefits and satisfaction on the Pier-2 Art Center, Kaohsiung and the relationship among these variables. Based on designed questionnaire, 350 valid questionnaires out of 367 visitors were collected. The research results showed the most agreed factor out of leisure involvement was ＂attraction＂, followed by ＂social bonding＂ and ＂centrality＂; ＂self expression＂ was the least agreed one. As for leisure benefits, ＂aesthetic benefits＂ gained the highest score, followed by ＂education benefits＂ and the least was ＂social benefits＂. As to satisfaction, ＂physical and psychological feelings＂ was the most satisfying, followed by ＂service and facilities＂ and ＂environment＂. Leisure involvement positively affected leisure benefits while leisure involvement had no significant influence on satisfaction. Leisure involvement positively affected satisfaction; and satisfaction positively affected loyalty. It was suggested that the Pier-2 target more attractiveness on the tourists from central and northern Taiwan. Besides, membership system could be established to strengthen visitors' social bonding. Finally, providing more interactive activities or DIY to raise visitors' involvement and benefits in cultural and creative activities.

並列關鍵字

Leisure involvement ； Leisure benefit ； Cultural and creative activities ； Structural equation modeling (SEM) ； the Pier-2 Art Center