台灣廟會活動對地方觀光效益及民眾休閒效益之探討-以鹿港天后宮香期廟會為例

Study of Taiwan temple activity on local tourism and leisure benefits – Example by the festival activity of Lugang Mazu

郭季源(Chi-yuan Kuo)

指導教授 ： 李素箱 ； 耿慧玲

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

本研究以鹿港天后宮香期廟會遊客為研究對象，探討台灣廟會活動對地方觀光效益與民眾休閒效益之相關研究。採問卷調查法做為資料收集工具，並以便利抽樣方式進行問卷調查，共計發放246份問卷，回收246份問卷，回收率100%。研究結果如下：就目的順序觀光效益方面，受試者的各項背景變項除了婚姻狀況及平均月收入未達顯著差異其他變項都可以看出對「觀光效益」是有顯著差異。而在休閒效益方面，學歷跟年齡對心理效益沒有顯著影響，而年齡對社交效益沒有顯著影響。至於觀光效益與休閒效益之間的相關分析，顯示兩者之間具有高相關。研究發現，受訪者對於鹿港香期廟會可以提昇地方觀光效益有高認同程度，顯示鹿港天后宮香期廟會確實帶來觀光人潮，有助於觀光產業的發展。本研究結果可以提供地方政府及廟會主持單位，在今後廟會活動之設計與規劃一個參考方向。

關鍵字

香期廟會 ； 地方觀光效益 ； 民眾休閒效益

並列摘要

The research subjects of this study were the tourists in the festival activities of Lugang Mazu for the investigation in the relevant research on those effects of Taiwan temple activities on local tourism and leisure benefits. By adopting the method of investigation in questionnaires as the collecting tool and conducted it in the mode of convenient sampling, a 100% recovery rate was achieved by 246 recovered responses in 246 total issued questionnaires. The research results were as follows: Regarding tourism benefits by the priority of destinations, except the marriage status and average monthly income, the other variables in every background variable item of interviewed subjects had significant differences in “tourism benefits”. While regarding the leisure benefits, education backgrounds and ages had no significant psychological effects. And, ages had no significant social-interactions effects. As for the relevant analysis between the tourism and leisure benefits, apparently there was a high correlation between them. The study found that interviewed subjects had a high level of identification in believing that the festival activities of Lugang Mazu can enhance local tourism benefits. Accordingly, it demonstrated the festival activities of Lugang Mazu indeed brought the tourism crowds and have contributed to the development of tourism industry. The research result may provide a reference direction for local government and sponsor of temple festival to design and plan the temple activity.

並列關鍵字

Festival activities ； Leisure benefits ； local tourism benefits

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