以遊客觀點建構節慶活動關鍵成功因素之研究

The Study of Successful Key Factors from the Point of View of Tourists to Structure the Special Event

鍾政偉(Cheng-Wei Chung) ； 張哲維(Che-Wei Chang)

《Journal of Data Analysis》 8卷6期 (2013/12) Pp. 137-164

https://doi.org/10.6338/JDA.201312_8(6).0007

摘要

節慶活動在臺灣發展多年，從活動辦理的內容來看，已有部分活動停辦或面臨到活動了無新意的情況。環顧近年節慶活動型態，已變成公部門的例行性工作或宣揚政績之用；然而對於遊客而言，節慶活動的舉辦需多方面的考量，才是一個能夠滿足遊客且具有效益的成功節慶。永續經營，需要嚴密及完整的計畫與組織運作，必須具有經濟上的可行性，但又不破壞未來觀光所需倚賴的資源。節慶活動永續化，是以保存、傳承與累積文化資產，而不是只求片刻喧嘩與利益。節慶活動永續化是重要的課題，若一個沒有文化、內涵、產業的空殼化節慶，就算再有名氣，也會沒落。本研究以文獻回顧的方式建構出評估準則，利用遊客問卷調查方式，應用IPA的分析方法，找出關鍵成功因素；而本研究透過文獻探討從整體環境、活動宣傳、活動設計、活動設施、活動服務、教育價值的六個方向，並輔以永續觀點建構節慶活動遊客滿意度指標構面。經由遊客參與體驗節慶活動後，確認其滿意程度與重要度，得出節慶活動之關鍵成功因素。本研究應用IPA分析方法，從遊客觀點找出成功的節慶活動應具備22項特質，而其中有12項準則是遊客認為需要積極加以改善以提高節慶活動的價值，分別為空間配置妥當、交通接駁方便、人行動線規劃、活動內容創新、無障礙活動參與、廁所數量整潔充足、醫療救護設置明確、休息區空間點設置、停車空間充足方便、現場攤位服務品質、服務中心服務品質及無障礙協助服務品質等。未來在辦理節慶活動上，可針對這12個準則作為行銷、強化或是活動發展的主軸方向，以建立出成功且永續的節慶活動，帶領台灣節慶活動進入下一個階段。

關鍵字

節慶活動 ； 關鍵成功因素 ； 重要程度分析法

並列摘要

Festival activities have rapidly developed in Taiwan for the past years; however, with regard to festival activity content, some of the activities are either suspended or are struggling with creativity. Looking back at the festival activity patterns, they have actually become a routine for the public sector or a tool for political purpose. Nevertheless, from the tourist perspective, festival activities require more consideration so that the activities are successful and can satisfy tourists. Sustainable management requires comprehensive planning and thorough organization. Besides, sustainable management should be economically feasible and does not damage future resources that tourism relies on. What is more, sustainable festival activities are for the purpose of preservation, heritage and cultural asset accumulation; sustainable festival activities do not equal momentary fame and interests. Besides, sustainable festival activities is an important issue, a popular festival activity will decline if it is without culture, intension and industry. This research utilizes literature review to construct evaluation criteria and use tourist questionnaire and IPA analysis method to obtain the successful key factors of a successfully sustainable festival activity. This research use literature review to look at the overall environment, activity promotion, design, facility, service and educational value. Furthermore, this research will build up tourist satisfaction index and use extensive literature to create standards for sustainable festival. Based on the activity experiences of tourists, we will calculate successful key factors after confirming their degree of satisfactory and important issues. By using IPA analysis method, this research discovers that a successful festival activity requires 10 factors and 12 areas that need improvements. The 12 areas are: space distribution, convenient transportation connection, activity circulation, activity innovation, barrier free environment, toilet hygiene, adequate medical care system, rest areas, parking space, service quality, information desk service quality and finally barrier free assistance quality. When holding festival activities in the future, theses 12 areas can serve as guidance for marketing and development so that sustainable festival activities will gradually take the current festival activities into next level.

並列關鍵字

Special Event ； Successfully Key Factors (SKF) ； Important Performance Analysis (IPA)

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