遊客參觀文化創意園區之觀光行為研究：以臺北松山文化創意園區為例

Constructing the Tourism Behavior of Visiting Cultural and Creative Park: A Case Study of Songshan Cultural and Creative Park in Taipei City

張政亮(Cheng-Linag Chang) ； 王慧芳(Huei-Fang Wang)

《休閒產業與健康促進學術研討會》 2015 (2015/06) Pp. 131-146

摘要

文化創意園區的設立不僅可使閒置的文化遺產得以活化再利用，而且能激發文化創意產業之滋長和吸引文化觀光的人潮和錢潮，活絡地方社經活動之發展。由松山菸廠改造而成的松山文創園區，因地理位置和園區規劃等因素，吸引許多遊客之參訪而成為觀光熱點。本研究以此園區之遊客為對象，透過問卷調查法和結構方程模式(SEM)的分析，探討觀光行為中有關「遊客動機」、「觀光吸引力」與「觀光效益」等模型構面之因果和路徑關聯性，原始模型經刪除不適合的問卷題目和和檢定校正後，發現遊客的內外在參訪動機對於文創園區設施的吸引力具有高度的直接影響力和解釋力；且遊客的內外在參訪動機會透過文創園區設施吸引力，間接影響其滿意程度而達到園區觀光之效益，故文創園區設施之吸引力具有中介因素的關聯，所以若能加強文創園區的規劃與設計，同時與周遭環和居民境配合，不僅滿足其旅遊動機，更能帶動文化觀光之效益，激發文化創意產業之永續發展。

關鍵字

松山文化創意園區 ； 觀光行為 ； 文化創意產業 ； 結構方程模式

並列摘要

The establishment of the cultural and creative park is not only able to make useless cultural heritage revitalize and reuse, but also can stimulate the growth of culture creative industries and attract vistors of cultural tourism to operate the development of local socioeconomic activities. After reconstituted the Songshan Tobacco Factory into Songshan Cultural and Creative Park attracts more tourists attending and becoming a popular place due to geographic location and park planning of the factor. The aim of this study is to explore tourism behavior in relation to travel motivation, tourism attraction and tourism benefit. By using questionnaire survey and Structural Equation Modeling (SEM), based on vistors who visited Songshan Cultural and Creative Park, the effect of model structure and the path analysis are examined. After deleted the inappropriate questionnaire items of the original model and test repeatedly, some conclusions are as follows: 1. the external motivation and internal motivation have high degree of direct influence and explanatory power about tourists who visit the attraction of facilities of Songshan Cultural and Creative Park. 2. Through the attraction of facilities of cultural and creative park, the external motivation and internal motivation affect the level of satisfaction indirectly and achieve tourism benefits. Therefore, the attraction of facilities of cultural and creative park are the importnat of mediator. And if we can strengthen cultural and creative park on planning and correspond with the circumstances, it is not only to meet travel motivation but also to promote the benefits of cultural tourism and to motivate sustainable development of culture creative industries.

並列關鍵字

Songshan Cultural and Creative Park ； tourism behavior ； cultural creative industry ； Structural Equation Modeling