- 學位論文
地方居民對2017年台灣燈會節慶活動效益認知、認同感與參與行為關係之研究
A Study of Inhabitant’s Perceived Benefits, Identification and Participation of the 2017 Taiwan Lantern Festival
摘要
雲林縣首次成功爭取到2017年台灣燈會的主辦權，對於雲林縣政府大力規劃以節慶活動為行銷手段的策略，創下1,360萬的參觀人次及超過100億元的經濟效益，遊客整體滿意度達九成之高（雲林縣政府，2017）。學者李銘輝、葉碧華、林若慧（2000）指出，特殊節慶活動儼然成為一種熱門的旅遊型態，不僅能招攬眾多遊客，並且能為地方帶來實質觀光效益。鑑於舉辦節慶活動不但可以吸引來自國內、外的觀光客，也可以帶來豐富的觀光收入。因此，政府對於節慶活動的推動非常積極，並投入大量人力、物力行銷地區，目的就是吸引更多遊客來訪，帶來可觀經濟收入。然而在大量觀光人潮湧入節慶活動地點帶動當地觀光發展的同時，居民對觀光發展的態度一向是國內、外觀光領域研究中重要的一環。駱焜祺（2002）認為舉辦觀光節慶活動，除觀光節慶的行銷策略外，更是需要在地居民的支持與認同。因此本研究將藉2017年台灣燈會之實例，探討虎尾鎮當地居民對於轄內首次舉辦大型節慶活動的效益認知、認同感與參與行為之關係。本研究以參加過此次燈會的虎尾鎮地方居民為研究對象，並以「效益認知量表」、「認同感量表」、「參與行為量表」做為研究工具。於民國106年2月24日至4月30日止，透過立意抽樣的方式進行問卷調查，共得有效問卷387份。研究結果發現：一、不同居民的個人基本屬性在效益認知與認同感上具有部分顯著的差異。二、居民對於燈會活動的效益認知對其參與行為有部分顯著的影響。三、居民對於燈會活動的認同感對其參與行為有顯著的影響。四、居民對於燈會活動的效益認知與認同感之間具有顯著的正相關性。顯示出居民對於節慶活動的效益認知感受越好，對於該活動的認同感也會提高，並且影響其參與活動的意願與支持度。本研究結果將可提供主辦單位未來規劃其他節慶活動之參考，並依據研究結果提出實務建議，也對未來研究者提供進一步的方向與建議。
並列摘要
2017 has been an unremarkable year for Yunlin County for hosting the first national Lantern Festival. The endeavor of the county authorities has generated over thirteen million visitors and an estimate of local revenue of more than 10 billion NTDs (Yunlin County Government, 2017). As researchers (Lee et al, 2000) have already pointed out, festival event not only brings visitors, both domestic and international, but also rejuvenates local economy. As pointed out by Lou et al. 2002, in contrast to the apparent interest of governing authorities in promoting festival events, that of the local inhabitants is much subtle, but nevertheless remains crucial in the development of tourism industry. This research utilizes questionnaire and quantitative analysis to address the perception, participation and connection of local inhabitants to hosting their first Lantern festival. Between 2017/2/24 and 2017/4/30, purposive sampling on local participants of the Lantern festival has been conducted. Each questionnaire consists of Benefits Perception Scale, the Identification Scale, and the Participation Scale. Analysis of 387 valid questionaires reveals several findings. First, the individualities of the habitants impart differences in idendity and preceived benefits to the local event. Next, the preceived benefits correlate partially with participitation in the event. Thirdly, identification to the event positively correlates with the participation of such event. Last, identification to the event also enhances the perceived benefit. This research demonstrates that by engaging the public to festival event would help developing support from the local community. The results of this research would not only be pragmatic to the authorities, but also a cornerstone for further work.