布農族節慶活動吸引力、體驗價值、重遊意願之關係研究－以南投縣信義鄉為例

本研究主旨在探討布農族節慶活動吸引力、體驗價值、重遊意願的關聯性研究。自90年代以來，原住民觀光逐漸受到重視，其蘊藏的文化內涵與真實性，是吸引遊客的主要因素。臺灣南投縣信義鄉的節慶活動能反映布農族文化，並滿足遊客體驗原住民文化，是遊客與原住民之間直接接觸與互動的媒介。因此，遊客參與原住民節慶活動更可體驗原住民文化。本研究的主要目的：一、探討參與布農族節慶活動的遊客在節慶吸引力與體驗價值之間的關聯性。二、探討參與布農族節慶活動的遊客在體驗價值與重遊意願之間的關聯性。三、探討參與布農族節慶活動的遊客在節慶吸引力與重遊意願之間的關聯性。四、探討布農族節慶吸引力、體驗價值、重遊意願之間的關係。五、了解布農族節慶遊客之背景基本資料與參與行為偏好。六、提供布農族節慶活動主辦單位在舉辦活動時之參考依據。研究對象以南投縣信義鄉布農族節慶活動遊客為主，採用便利抽樣法進行問卷調查，取得233份有效問卷。本研究採用問卷調查所蒐集的資料，運用描述性統計、平均數差異分析、探索性因素分析及迴歸分析進行檢測。研究結果發現節慶吸引力對體驗價值有顯著正向影響，體驗價值對重遊意願有顯著正向影響，節慶吸引力對重遊意願有顯著正向影響。

關鍵字

布農族；節慶吸引力；體驗價值；重遊意願

並列摘要

This research mainly discovers the relationship among attractiveness, experiential value and revisit intention of Bunun festival activities. Since 2000s, aboriginal tourism has been gradually gaining attention, and its cultural meanings and reality are the major factors attracting tourists. Eight-Part Harmony festival in Xin-yi Township, Nantou County, Taiwan, effectively displaying Bunun culture and meeting tourists’ needs for experiencing aboriginal culture, greatly encourages direct contact and interaction between tourists and aboriginal people. Hence, tourists’ participation in aboriginal festival activities creates the exposure to aboriginal culture. The goals of this research are as following: 1. To figure out the relation between festivals’ attractiveness and experiential value of the tourists participating in Bunun festival’s activities. 2. To explore the relationship between experiential value and revisit intention of the tourists participating in Bunun festival activities. 3. To discover the relationship between a festival’s attractiveness and the revisit intentions of the tourists participating in Bunun festival activities. 4. To probe the relation among festival’s attractiveness, experiential value and revisit intention of Bunun festival activities. 5. To understand the background and preferences of the tourists participating in Bunun festivals. 6. To provide the organizer of the Bunun festival activities some references for holding events. The participants of this research are the tourists attending Bunun Eight-Part Harmony Festival at Xin-yi Township, Nantou County. Convenience sampling was adopted for the questionnaire survey. 233 valid questionnaires were collected. The data obtained in this research were examined with descriptive statistics, mean difference analysis, exploratory factor analysis and regression analysis. As a result, it is proved that the festival’s attractiveness demonstrated significant, positive and direct effects on experiential value. Experiential value demonstrated significant, positive and direct effect on revisit intention. The festival’s attractiveness demonstrated significant, positive and direct effect on revisit intention.