探討節慶文化對旅遊目的地選擇影響之實證研究—以德國為例

An Empirical Study for Effects of Festival Culture on the Choice of Tourist Destinations : The Case of Germany

陳 子 婷(Tzu-Ting Chen)

指導教授 ： 李正文

中原大學/商學院/國際商學碩士學位學程/碩士(2021年)

https://doi.org/10.6840/cycu202100070

摘要

為了探討不同類型的節慶文化是否對旅遊目的地選擇造成影響，本研究以潛在遊客 為研究對象，探討節慶文化與目的地形象，旅遊意願和旅遊態度的關係。問卷採用便 利抽樣法共發送問卷305份，回收問卷302份。刪除了3個無效樣本，最終採用302個有效樣本。有效樣品回收率為90%。
研究分析發現，對於旅遊目的地吸引力而言，春季和秋季這兩點種季節之節慶對不 同性別與年齡段具有顯著的相關性。證明節慶文化對旅遊目的地選擇是具有吸引力。 透過迴歸分析、F檢定和T檢定發現如果有意願前往德國旅遊的遊客前往德國旅行時， 三種不同類型的節慶都呈現出顯著的正相關，其中聖誕節最讓遊客感興趣; 如果遊客想 前往德國旅行，朋友提供的意見及金錢預算對節慶文化旅遊的選擇並沒有造成顯著影 響;且如果經濟能力充足，則節慶誘因並沒有造成顯著影響，顯示遊客不單單只把目標 放在德國單一個國家。但是特地前往德國參加節慶的態度和遊客的旅遊意願有積極顯 著影響。這表示如果有機會，遊客十分願意參與德國舉辦的相關節慶活動。

關鍵字

節慶文化 ； 旅遊目的地選擇 ； 旅遊意願 ； 旅遊態度 ； 德國

並列摘要

To explore the different types of festival culture that may affect the results of the choice of tourist destinations, this study takes potential tourists as the research object to explore the relationship of festival culture to the destination image, tourism willingness, and tourism attitude. The questionnaires were issued to potential tourists. A total of 305 questionnaires were sent out using the convenience sampling method, and 302 questionnaires were retrieved. 3 invalid samples were deleted to become 302 valid samples. The effective sample recovery rate was 90%.
Research and analysis found that for the attractiveness of tourist destinations, the two seasons of spring and autumn have significant correlations with different genders and age groups. Prove that the festival culture is attractive to the choice of tourist destinations. Through regression analysis, F test and T-test, it is found that if tourists who are willing to travel to Germany travel to Germany, the three different types of festivals all show a significant positive correlation, and Christmas get the most attraction for tourists; If tourists want to travel to Germany, the opinions and budget provided by friends did not have a significant impact on the choice of festival cultural tourism; and if the financial capacity is sufficient, the festival incentives did not have a significant impact, showing that tourists are not only focusing on Germany country.
However, the attitude of specifically going to Germany to participate in festivals and tourists' willingness to travel has a positive and significant impact. This means that if given the opportunity, tourists are very willing to participate in related festivals and events held in Germany.

並列關鍵字

Festival Culture ； Tourist Destination ； Travel Intention ； Travel Attitude ； Germany

參考文獻

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