以永續觀點探討傳統型節慶活動遊客價值、滿意度與忠誠度關係之研究－以遊客特性為調節變數

近年來「休閒娛樂」已成為生活中重要的一環，節慶活動的興起更廣受大眾的喜愛與重視，然而，隨著許多新興節慶活動的相繼出現，過去舊有的傳統節慶開始面臨到停辦的危機，節慶永續發展已是全球人類共同追求的目標，此外，本研究認為節慶永續化對遊客價值、滿意度與忠誠度必有著密不可分的關係，固本研究針對「2014高雄燈會藝術節」之遊客，探討節慶活動永續化、遊客價值、滿意度與忠誠度之關係，共計發放3105份問卷，回收有效問卷2958份，有效問卷回收率達95%，並透過SEM分析進行實證研究，實證結果發現：節慶永續化對「遊客價值」、「忠誠度」與「滿意度」皆具有顯著正向影響關係；遊客價值對「忠誠度」與「滿意度」具有顯著正向影響關係；遊客滿意度對「忠誠度」具有顯著正向影響關係。而加入調節變數後，研究證實去年有參與的遊客透過現地體驗感受後較容易對於滿意度與忠誠度產生影響；男性遊客透過現地體驗，所獲得整體滿意度明顯高於女性；專程參與的遊客所感受到的滿意度與忠誠效果較為強烈；有瀏覽過官方網站的遊客透過現地體驗感受後較容易對於滿意度與忠誠度產生影響；已婚遊客在現地體驗後所感受到的滿意度與忠誠度較未婚遊客來的強烈；而無子女的遊客在各構面之效果皆大於有子女的遊客。

關鍵字

節慶永續化；遊客價值；滿意度；忠誠

並列摘要

With more leisure time, people have higher demand on ＂leisure entertainment＂; hence, festival activities have become the new trend of tourism around the world. However, in recent years, some existing festivals in Taiwan face the crisis of suspension, which triggers government's attention on the sustainability of festival activities. The organization of festival activities requires thoughtful consideration, comprehensive planning, and well-organized operation, along with environmental consciousness, in order to meet the tourists' demands and achieve sustainable development. This study explores the influence of the sustainable concept of festival activities on tourist value, satisfaction and loyalty. It treated the visitors of ＂2014 Kaohsiung Lantern Festival＂ as the subjects, and adopted Next to Pass for sampling. A total of 2958 effective samples were retrieved, with a valid return rate of 95%. SEM analysis was used for empirical study. The results showed that the sustainability of the traditional festivals, tourist value, satisfaction and loyalty have influential relationships. After the moderating variable is added, it is found that the participation experience, purpose-oriented tourists, information collection in personal character, as well as gender, marriage and child in personal background, have different influences on the festival sustainability, tourist value, satisfaction and loyalty.