台灣近年來觀光節慶活動日益多元創新,其中元宵舉辦燈會已成為吸引遊客的節慶盛會,以三大燈會最具代表性,其中「高雄燈會藝術節」具創新特色,故以該活動為研究主題;本研究旨在探討該活動遊客「旅遊意象」、「滿意度」與「重遊意向」之相關研究;研究對象以2009年參觀遊客為母體,問卷調查採立意抽樣,共回收2,160份有效問卷。資料分析工具運用SPSS進行描述性統計分析、信度分析、因素分析、變異數分析、皮爾森相關分析、迴歸等統計分析,並採用LISREL分析工具探討線性結構關係模式。研究發現:遊客旅遊意象及滿意度在部分基本屬性有顯著差異;經因素分析後可將遊客旅遊意象分成燈會活動主題、燈會活動環境、城市吸引力、城市特色文化與城市舒適度等五因素構面,滿意度分成活動資訊、活動服務、活動設施與活動展演等四因素構面。之後以線性結構關係模式驗證各變項間之因果關係,其中「遊客旅遊意象對遊客滿意度」、「遊客旅遊意象對遊客重遊意向」與「遊客滿意度對遊客重遊意向」皆呈現顯著正向影響。本研究建議,如欲增強遊客重遊意向需強化遊客旅遊意象與滿意度,並改善未顯著之部份因素構面,本研究針對加強遊客旅遊意象與滿意度因素構面並提出具體建議,作為未來舉辦相關活動之參考依據。
Lantern festivals in Taiwan are more and more creative, and the three biggest lantern festivals are the most popular. “Kaohsiung Lantern Festival” is a creative activity, so I choose it as my research topic. The study is not only to investigate but analyze the tourism image, satisfaction and revisit intenion as tourists. The questionnaire adopts the way of the “Purposive sampling” and sets the attendee in 2009 to be the population. Totally, there are 2,160 valid questionnaires. This article applies the SPSS to proceed with the descriptive statistics analysis, reliability analysis, factor analysis, ANOVA, Pearson correlation analysis and regression analysis. Furthermore, I use the LISREL analysis system to investigate the linear structure relation model. Parts of demographic variables are significant differences between tourism image and tourist satisfaction. Through the factor analysis, we can divide the tourism image of tourists into five major parts, “Lantern festival subject”, “Lantern festival environment”, “City attraction”, “City culture” and “City image in tourism”. And we can divide the satisfaction into four factors, “The information of the event”, “The service of the event”, “The facilities of the event” and “The performances of the event”. The relationship among “The tourism image of tourists against the tourist satisfaction,” “The tourism image of the tourists against the tourists to revisit intension” and “The tourist satisfaction of the tourists against the revisit intension as tourists” is positively related from using the LISREL. The study indicates that if we want to enhance the revisit intension as tourists, we have to strengthen their tourism image and tourist satisfaction. Moreover, we have to improve those potential factors and give the organization that is in charge of planning and holding the event some substantial suggestions and then make them to be the references in the future.