大學生感知的活動涉入、活動滿意以及重遊意願關係：四川宜賓酒文化旅遊為例

Assessing the relationships among event involvement, event satisfaction, and revisiting intention for college's students: An empirical study of culture tourism for wine at Yibin, Sichuan province

顏財發(Tsai-Fa Yen) ； 練文英(Win-Yin Lian) ； 劉楠鑫(Nan-Xin Liu) ； 萬紫嬌(Zijiao Wan) ； 徐晴(Qing Xu)

《休閒事業研究》 18卷2期 (2020/06) Pp. 1-12

https://doi.org/10.6746/LIR.202006_18(2).0001

摘要

本文研究調查大學生感知的活動涉入、活動滿意以及重遊意願關係，並探討性別差異。透過網路問卷調查取得368份有效樣本，有效樣本比率約92%。研究結果發現，大學生感知的活動涉入與活動滿意皆顯著正影響其重遊意願，且男性與女性在路徑關係上具有差異。最後，研究建議在發展酒文化時，企業應致力於打造各具特色的旅遊項目，政府應完善酒文化旅遊相關政策與設施。

關鍵字

活動涉入 ； 活動滿意 ； 重遊意願 ； 酒文化旅遊

並列摘要

This study aimed at investigating the relationships among event involvement, event satisfaction, and revisit intentions of college's students as well as verifying gender difference. Questionnaire survey was employed and data was collected by an internet survey. A total of 368 samples were received yielding an effective response rate of 92%. Findings showed that both event involvement and event satisfaction positively influence revisit intentions for college's students and gender difference was confirmed for proposed model. Finally, policies and infrastructure should be improved in advance were suggested to the government and unique tourism projects should be concerned first were recommended to the tourism enterprises.

並列關鍵字

event involvement ； event satisfaction ； revisiting intention ； culture tourism for wine