觀光淡季遊客參與節慶活動行為意向模式之驗證－以澎湖元宵節為例

The Verification of Festival Tourists' Behavioral Intentions Model in the Off-season: In the Case of Penghu Lantern Festival

陳宏斌(Hung-Bin Chen)

《人文社會科學研究》 5卷4期 (2011/12) Pp. 87-111

https://doi.org/10.6284/NPUSTHSSR.2011.5(4)6

摘要

本研究目的旨在分析參與澎湖元宵節節慶活動遊客的屬性，並試圖將環境與景點印象因素對遊客參與節慶活動的動機、節慶活動品質的認知、體驗後的滿意度及忠誠度等變數的關聯進行驗證，進而提出遊客參與澎湖元宵節節慶活動的行為意向模式。本研究以參與該活動的遊客為研究對象，有效問卷369份。受訪者認為參與該活動的動機以與親友同樂為最高；影響其參與活動的環境與景點印象因素則以交通便利性為最；對該活動的各項品質認知普遍高於體驗後的滿意度，顯示活動主辦單位仍有改善的空間。本研究最終以結構方程模式進行分析，模式經修正後整體適配度良好，為符合實證研究的一個模式。研究結果發現：環境與景點印象因素正向影響遊客參與節慶活動的動機及忠誠度，但不顯著影響遊客的滿意度；動機正向影響遊客的品質認知及滿意度，但不顯著影響其忠誠度；品質認知正向影響其忠誠度，但不顯著影響其滿意度；滿意度顯著影響其忠誠度，整體模式的解釋量為63%。

關鍵字

節慶活動 ； 行為意向 ； 澎湖

並列摘要

The purposes of this study were to reveal the lantern festival participants' attributes. In addition, the study developed and tested an integrative model to examine the relationships among lantern festival participants' perceptions of environmental and destination image factors, motivators, quality perceptions, and satisfaction of the festival, and to investigate the impacts of these variables on their loyalties. Based on the results, ”family and socialization” was the highest festival participants' motivator, and traffic accessibility was their primary concern among environmental and destination image factors. In addition, regarding festival participants' perception and satisfaction of festival, we believed the festival organizer has substantial room for improvement. Finally, the model was tested by collecting survey responses from 369 festivals participants and was analyzed via structural equation modeling (SEM). The model, after modification, indicated that it fulfilled the assessment of fit. The results revealed that environmental and destination image factors had a significant and direct influence, except satisfaction, on both participants' motivators and loyalties. Motivators influenced directly and significantly on quality perceptions and satisfaction except loyalties. Quality perceptions had direct and significant influence on loyalties but satisfaction. The hypothesis, satisfaction had significant influence on loyalties, was supported. The collective model explained 63% of Penghu Lantern festival participants' behavioral intentions.

並列關鍵字

Festival ； Behavioral Intention ； Penghu

參考文獻

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