燈會節慶城市意象之研究

The City Image of Lantern Festival

李政峰(Cheng-Feng Li) ； 施鴻琳(Hung-Ling Shih) ； 林柏宏(Po-Hong Lin)

《休閒事業研究》 18卷3期 (2020/09) Pp. 1-8

https://doi.org/10.6746/LIR.202009_18(3).0001

摘要

本研究目的為了解燈會節慶城巿意象情形，並比較不同背景燈會節慶城巿意象的差異與相關情形。研究對象為一般民眾，以問卷調查採用便利取樣蒐集，共發出問卷270份，回收有效問卷256份，扣除無效問卷10份，有效問卷共計246份，有效回收率為91.11％。男生有99名，佔40.2%，女生有147名，佔59.8%。節慶城巿意象因素有三項，分別命名為：吸引力意象、舒適度意象及異地氣氛意象；結果發現沒有去過燈會節慶的民眾較有去過燈會節慶的重視吸引力意象及異地氣氛意象；節慶城巿意象與滿意度呈正相關；節慶城巿意象的吸引力意象可以預測滿意度。節慶城巿意象量表具有良好的效度及信度，未來可以應用於節慶的評估上。

關鍵字

吸引力意象 ； 舒適度意象 ； 異地氣氛意象

並列摘要

The purpose of the study was to explore the image of the city during the Lantern Festival, also compare it with different city images from different backgrounds. This study object was common people, and the questionnaires were collected by convenience sampling. Total of 270 questionnaires was sent out, 256 valid questionnaires were being returned, and 10 invalid questionnaires were deducted. At last, 246 valid questionnaires had been returned, the effective vale of questionnaires return was 91.11%. Among that, 99 males' data had been returned for 40.2%, and 147 females for 59.8%. Thus, there are three factors of the city festival image, named as attractiveness image; the comfort of the image; and remote atmosphere image. The results of the study, it turns out that people who have not been to the Lantern Festival were more focused on attractiveness image and remote atmosphere image than people who have been the festival. Thus, the city image of festival and satisfaction are positively correlated, and the attractiveness image of festival city image can predict visitors' satisfaction. The meter of festival city Image has good validity and reliability, that can be used to assess festival event in the future study.

並列關鍵字

Attractiveness image ； Comfort image ； Remote atmosphere image