高雄內門宋江陣活動遊客滿意度與重遊意願之探討

A Study of the Relationships between Visitors' Recreational Satisfaction and Revisiting Willingness of the Sung Chiang Battle Array Activities of Niemen Dist., Kaohsiung City

徐茂洲(Mao-Chou Hsu) ； 郭茂景(Mao-Ching Kuo) ； 黃梅蘭(Mei-Lan Huang)

《休閒觀光與運動健康學報》 3卷2期 (2013/03) Pp. 62-86

摘要

本研究以結構方程模式SEM驗證高雄內門宋江陣活動遊客滿意度對重遊意願之關聯性，研究以2012高雄內門宋江陣活動參與遊客為對象，以立意抽樣方式，共發放問卷280份，回收243份，剔除無效問卷9份，共收集有效問卷234份，有效問卷回收率83.57％。經由SPSS19.0統計軟體作描述性統計；運用Amos19.0軟體進行作結構方程模式之驗證，包含驗證式因素分析、多元常態檢定、違犯估計檢定、模型修正、模型配適度檢定、交叉效度檢定，分析結果發現：模型配適度良好，顯示內門宋江陣遊客滿意度正向影響重遊意願，構成遊客滿意度之因素以交通導引影響最大。本研究依據結果提出相關建議，提供主承辦相關單位對推展高雄內門宋江陣活動之參考。

關鍵字

內門宋江陣 ； 滿意度 ； 重遊意願 ； 結構方程模式

並列摘要

To use the structural equation modeling to verify the relationships between visitors' recreational satisfaction and revisiting willingness of the Sung Chiang Battle Array activities of Niemen Dist., Kaohsiung City. By using purposive sampling questionnaires, it investigated the visitors in the Sung Chiang Battle Array activities in 2012. 280 questionnaires were distributed; it recovered 243 questionnaires, which were 9 invalid and 234 valid. The valid response rate was 83.57%. Through SPSS19.0 statistical software and descriptive statistics, it used the Amos 19.0 software for the verification of the structural equation model. It contained the confirmatory factor analysis; multivariate normal test violated the estimated test, model updating, model fit test, the cross validation test. Analysis showed that the model fit well. It shows that the Neimen Sung Chiang Battle Array tourist satisfactions positively affect the revisiting willingness and the traffic guidance is the biggest factor of tourist satisfaction. We will give a recommendation which was based on the study's results to the main contractor to promote the Neiman Sung Chiang Battle Array activities.

並列關鍵字

Neimen Song-Jiamg Battle Array ； Satisfaction ； Revisiting Willingness ； Structural equation model (SEM)