遊客參與節慶活動之效益認知－以台北燈會為例

Visitors' Benefit Cognition of Tourism Festival Event-A Study of the Taipei Lantern Festival

李銘輝(Ming-Huei Lee) ； 葉碧華(Pi-Hua Yeh) ； 林若慧(Jo-Hui Lin)

《觀光研究學報》 6卷1期 (2000/07) Pp. 49-64

https://doi.org/10.6267/JTLS.2000.6(1)4

摘要

特殊節慶活動已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。本研究旨在調查遊客對燈會節慶活動之效益認知，研究係以1999年參觀台北燈會之1,111位國內外遊客為調查對象，測量工具係經參酌文獻與燈會活動特性而訂。首先以因素分析，歸納出台北燈會之效益因素包括： （1）文化承傳；（2）情感融合；（3）宣傳推廣；及（4）觀光吸引力等效益。其次以單因子變異數分析探討遊客對燈會效益之認知差異。研究結果發現台北燈會活動效益確實因遊客屬性與相關變數之不同，而導致其對燈會效益之認知呈現顯著的差異。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，並建議主辦單位針對遊客之旅遊特性與旅遊體驗，規劃適當之行銷策略，以招攬更多喜愛燈會節慶之遊客。

關鍵字

節慶活動 ； 旅遊特性 ； 遊憩體驗 ； 因素分析 ； 單因子變異數分析

並列摘要

The ”festival event” has become an important and fast-growing tourism-marketing model. It has the potential to attract visitors and substantively benefit tourism in the hosting region. The purpose of this survey is to understand visitors' cognition of the benefits of the Taipei Lantern Festival Questionnaires were issued to 1111 visitors who participated in the 1999 Taipei Lantern Festival Reference literature and the characteristics of Taipei Lantern Festival were carefully considered in the design of the analysis tools. Firstly, a factor analysis of these items resulted in four constituent benefit factors - ”passing on traditions”, ”strengthening emotional bonds”, ”promotional exhibition ”, and ”attraction of tourism”. Secondly, one-way anova analysis revealed differences among visitors in terms of event benefit awareness. This disparity was related to gender and other variables, such as nationality, age, and occupation. These findings could be helpful to organizers in planning special events and festivals in the future. They also indicate that organizers can attract higher particaption in lantern festivals through a marketing strategy aimed at the travel characteristics and travel experience of the visitors.

並列關鍵字

festival event ； travel characteristic ； travel experience ； factor analysis ； one-way anova