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－以區域差異為調節變數

Discussion on the Relationship among Tourist Value, Satisfaction and Loyalty of Traditional Festival Activities from the Perspective of Sustainability -Take regional difference as the moderating variable

鍾政偉(Cheng-Wei Chung) ； 饒珮玉(Pei-Yu Jao)

《Journal of Data Analysis》 12卷6期 (2017/12) Pp. 19-45

https://doi.org/10.6338/JDA.201712_12(6).0002

摘要

台灣各地政府為了推廣在地文化及產業，紛紛以各種節慶活動方式來辦理。隨著休閒時間的增加，各式節慶活動就此孕育而生，多樣化的節慶活動受到了人們的喜愛與參與。政府努力打造臺灣成為節慶之島是現今的發展趨勢，臺灣從2001年開始積極發展節慶活動，從活動辦理的內容觀察，節慶活動除了日漸創新外，亦有的活動曇花一現，有的則是活動同質性高或是變調走味，耗費大量人、物、財力，投入卻未獲等值的回饋，讓部分節慶活動的設立變成勞民傷財，徒有虛名的形象工具。節慶活動永續化發展是當前極為重要的課題，若是一個沒有文化、內涵、空殼化的節慶活動，就算是有在多的名氣，也會因此沒落，淪為濫竽充數的政治工具。因此本研究以永續化發展的觀念為前提，探討節慶活動永續發展對遊客價值、滿意度與忠誠度的影響關係。本研究以「2013黃色小鴨主題節慶活動」為主，利用網路問卷的方式進行調查，而此研究亦同時討論活動區域的差異情況，回收有效問卷為1088份，有效問卷回收率80%，應用SEM分析法進行實證研究。結果發現，永續發展對遊客價值及動滿意度具有正向影響關係，但對於忠誠度則具有負向影響關係；遊客價值對滿意度及忠誠度具有正向影響關係；滿意度對忠誠具有顯著正向之影響。另外，相同的活動內容，於不同的活動區域空間辦理，亦具有部份差異，說明了，活動的辦理不能複製，必須透過創新與差異化，才能吸引遊客到訪，體驗活動內涵，達到節慶活動辦理的目的。

關鍵字

節慶活動 ； 永續發展 ； 調節變數 ； 忠誠度

並列摘要

In order to promote the local culture and industry, various festival activities have been held by the government. With more leisure time, people enjoy the participation in various festival activities. It is the current trend that the government aims to build Taiwan into an island of festivals. Since 2001, Taiwan has actively developed various festival activities. Some festivals become more creative, some are short-lived, some are highly similar, and some have deviated from the original purposes. Some festivals invest in a large amount of manpower and materials, but fail to gain the equal return, making the festivals a superficial brand-making tool. The sustainable development of festival activities is an important topic. A festival that lacks cultural content will decline, despite of its fame. Based on the concept of sustainable development, this study discussed the influences of sustainable development of festivals on tourist value, satisfaction and loyalty. Using the “2013 Rubber Duck Festival” as the target, this study conducted an online questionnaire survey, and discussed the differences of the activity region. A total of 1088 effective questionnaires were recovered, with a valid return rate of 80%. SEM analysis was used for empirical study. The results showed that sustainable development has a positive influence on the tourist value and satisfaction, but has a negative influence on loyalty. The tourist value has a positive influence on satisfaction and loyalty, and satisfaction has a significantly influence on the loyalty. The same activity held in different regions yield different results, indicating that activities cannot be reproduced, and must be innovated and differentiated to attract visitors, in order achieve the purpose of festival activity.

並列關鍵字

Festival Activities ； Sustainable Development ； Moderating Variables ； Loyalty

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