大學生感知的節慶活動涉入、活動滿意以及重遊意願關係研究：四川宜賓酒文化旅遊為例

Modeling the Relations among Event Involvement, Event Satisfaction and Revisit Intention for College Students: An Empirical Study of Culture Tourism for Wine at Yibin, Sichuan Province

顏財發(Tsai-Fa Yen) ； 孙利君(Li-Jun Sun) ； 赵青宁(Qing-Ning Zhao) ； 王闽红(Min-Hong Wang)

《全球運動與休閒管理期刊》 3卷2期 (2020/06) Pp. 1-21

https://doi.org/10.6616/GSRM.202006_3(2).0001

摘要

節慶是一種普通的慶祝活動，由社區與具有某些特性的社區以及他的宗教文化所慶祝，並在社區和它的某些特性方面為中心的宗教或文化。然而，既有的節慶活動較少從大學生觀點探討他們的節慶活動涉入、活動滿意以及重游意願等變數關係。本研究之目的，即以四川宜賓酒文化旅遊為例，從大學生觀點探討節慶活動變數的關聯。本研究通過網上問卷發放填寫400份，回收有效問卷資料368份，有效樣本比率92%。研究結果發現，大學生感知的節慶活動涉入與活動滿意正向影響重游意願；活動涉入正向影響活動滿意。最後，研究建議相關節慶活動主辦方應當加大對高校與大學生的宣傳，增加節慶活動的涉入，才能進一步促進節慶活動的發展。

關鍵字

活動涉入 ； 活動滿意 ； 重游意願 ； 酒文化旅遊

並列摘要

A festival is an event ordinarily celebrated by a community and centering on some characteristic aspect of that community and its religion or cultures. The existed studies related to festival, however, seldom explore the relations among event involvement, event satisfaction and revisit intention for college students. The objective of this study is to verify the relationships among variables of festival from college students' aspect for cultural tourism for wine at Yibin, Sichuan province. Data was collected by questionnaire survey on the internet and finally a total of 368 valid samples out of 400 were received with a respond rate 92%. Findings show that event involvement positively impacts event satisfaction and revisit intention, and event satisfaction can also positively influence revisit intention. Finally, such as the development of festival should be promoted by the much more increase of public relationship to college students, and fostering the involvement should be down by festival managers are recommended.

並列關鍵字

Event Involvement ； Event Satisfaction ； Revisit Intention ； Cultural Tourism for Wine