白沙屯媽祖進香活動魅力因子之研究

本研究探究白沙屯媽祖進香活動的魅力因子，透過重要績效分析法（Importance-Performance Analysis, IPA）分析該如何維繫其魅力因素。本研究共分兩個階段，第一階段應用魅力工學之評價構造法，訪談高涉入的活動參與人員，再以KJ法分析歸納出白沙屯媽祖進香活動的魅力因子。第二階段則透過第一階段所得的魅力因子結果進行IPA問卷規劃，採用便利抽樣方式並透過IPA問卷調查分析進香活動參與者的認知評價。本研究第一階段結果得到白沙屯媽祖進香活動六個原始理由、四個具體理由與五個抽象理由之魅力因子並做為問卷設計之依據。本研究第二階段研究假設驗證結果如下：一、個人基本屬性在魅力因子的重要度認知上有部份顯著差異。二、個人基本屬性在魅力因子的滿意度認知上有部份顯著差異。三、魅力因子屬性的重要度對滿意度有正向且顯著的影響。最後以IPA法分析白沙屯媽祖進香活動魅力因子的相關重要度以及滿意度屬性，提供白沙屯拱天宮或是其他廟宇在進香活動的安排上如何吸引參與者的參考。本研究結論發現「增加其能見度」、「帶動地方經濟」以及「提升具有人際關係互動與交流之機會」為三個主要需改善的魅力因素並提供未來廟宇在辦理進香活動的參考與建議。

關鍵字

白沙屯媽祖；進香活動；魅力工學；評價構造法；重要績效分析

並列摘要

Attractiveness factors in Baishatun Mazu Pilgrimage are explored in this study and Importance-Performance Analysis(IPA) is applied to analyze the way to maintain such attractiveness factors. This research is divided into two stages. Evaluation grid method in Miryoku engineering is applied to interview high-involvement participants and then KJ method is used for analyzing attractiveness factors in Baishatun Mazu Pilgrimage at the first stage. The attractiveness factors acquired at the first stage are utilized for planning Importance Performance Analysis(IPA) questionnaire with convenience sampling, the cognitive evaluation of participants is analyzed at the second stage. Six original reasons, four specific reasons, and five abstract reasons for Baishatun Mazu Pilgrimage are acquired from the results at the first stage to understand the attractiveness factors for the questionnaire design. The hypothesis and empirical analysis at the second stage are summarized as below. 1. Individual basic attributes of participants in Baishatun Mazu Pilgrimage reveal partially significant differences on importance cognition in attractiveness factors. 2. Individual basic attributes of participants in Baishatun Mazu Pilgrimage show partially significant differences on satisfaction cognition in attractiveness factors. 3. The importance of the attractiveness factor attribute has a positive and significant impact on satisfaction. The importance and satisfaction of attractiveness factors in Baishatun Mazu Pilgrimage are analyzed with IPA to provide the reference for Baishatun Gong-Tian Temple or other temples arranging pilgrimage to attract participants. The research conclusion discovers that increase in visibility, facilitation of local economy, and enhancement of opportunities for interpersonal interaction and exchange are the three main attractiveness factors which require further improvement.