活動涉入、活動滿意、地方依戀以及重遊意願的關係－四川宜賓酒文化節慶活動為例

Modeling the Event Involvement, Event Satisfaction, Place Attachment, and Revisit Intention of a Festival: An Empirical Study of Wine Cultural Festival at Yibin, Sichuan

顏財發(Tsai-Fa Yen)

《運動休閒餐旅研究》 14卷4期 (2019/12) Pp. 1-20

https://doi.org/10.29429/JSLHR.201912_14(4).01

摘要

旅遊目的地的品牌化與可持續旅遊發展，除了政府部門與旅遊企業宣傳外，需要廣大居民的參與以及支援外，也需要更多居民的口碑宣傳。因此，許多城市透過舉辦節慶活動發展旅遊，將旅遊目的地品牌化。本研究從居民與非居民觀點，探討酒文化旅遊地如何透過活動涉入提升參與者的重遊意願。本研究透過問卷調查取得296份有效樣本，有效樣本比率約97%。研究結果發現，知覺的活動涉入會透過活動滿意影響重遊意願，活動涉入顯著影響地方依戀，居民與非居民分析結果的差異呈現在活動涉入對重遊意願的直接影響。最後，研究建議在發展酒文化旅遊時，政府應加強酒文化旅遊基礎設施改善等。

關鍵字

活動涉入 ； 活動滿意 ； 地方依戀 ； 重遊意願 ； 酒文化節慶活動

並列摘要

Destination branding and sustainable tourism development need the communication and promotion by the government and the tourism enterprises, and they also need the involvement and supports of the residents, as well as the word of mouths of the mostly residents. Therefore, many cities promoted tourism development by holding the festival to achieve it destination branding. The objective of this study was aimed at investigating residents and nonresidents who has visited wine culture festival and the relationships among event involvement, event satisfaction, place attachment, and revisit intention of the respondents. Questionnaire survey was adapted for collecting data and finally a total of 296 valid samples were received with a respond rate 97%. Finding revealed that event involvement could positively impact revisit intentions mediated by event satisfaction; event involvement could positively influence place attachment for both of respondents. The difference between residents and nonresidents could be found at the directly impact of event involvement on revisit intentions. Finally, some suggestions were drawn. Such the infrastructure should be improved was recommend to the local government when developing wine cultural tourism.

並列關鍵字

event involvement ； event satisfaction ； place attachment ； revisit intention ； wine culture festival

參考文獻

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