民俗文化觀光體驗活動之行銷績效研究－以2019屏東台灣燈會為例

在城市競爭之影響下，各個地區無不盡其所能的創造特色與議題來吸引遊客的關注與到訪，以期能增加觀光收入及促進地方經濟發展，因此城市意象與節慶觀光行銷活動對城市發展極為重要。元宵節燈會已成為台灣發展民俗文化觀光最重要的活動之一，2019年台灣燈會首次在屏東縣舉辦，主燈區設在東港鎮大鵬灣國家風景區內，為期13天的台灣燈會，締造了1,339萬人次參觀人潮。本研究以Schmitt（1999）的體驗行銷理論為理論基礎，探討2019年於屏東縣舉辦的台灣元宵燈會民俗文化觀光體驗活動之行銷績效。資料蒐集以立意取樣方式進行遊客問卷調查，有效樣本536份，以結構方程模式（SEM）分析與驗證研究假設。結果顯示：由績效構面的因果關係，民俗文化觀光體驗活動之行銷績效模型期望共變異數矩陣與樣本共變異數矩陣並無差異；另由分析得知遊客的「忠誠度」、「認同度」對體驗活動中的「行銷績效」達顯著正向影響，同時對地方或城市意象亦有正向效應。

關鍵字

體驗行銷；行銷績效；忠誠度

並列摘要

Under the influence of urban competition, regions do their best to create features and issues to attract the attention and visit of tourists. In order to increase tourism revenue and promote local economic development, the marketing activities of urban imagery and festival tourism are extremely important for urban development. In Taiwan, the Lantern Festival has become one of the most important activities in the development of folk customs and cultural tourism. The purpose of this study modifies the theory of experiential marketing of Schmitt (1999), investigating the cultural experience activities held 2019 Taiwan Lantern Festival in Pingtung County from February 19 to March 3, 2019. Questionnaire data collection is by Intentional sampling method. We collected 536 valid samples, and the samples were descriptive statistical analysis with Structural Equation Modeling (SEM) to confirm the relation between the cause and effect of every item. From the results of the study, there is no difference between the expected covariance matrix and the sample covariance matrix in the marketing performance model of cultural tourism activities. The analysis also found that the ＂loyalty＂ and ＂acceptance＂ of tourists had a significant positive impact on the ＂marketing performance＂ of the experience. And there is also a positive effect on local or urban images.