The Research of Events Benefits by Viewpoints of Tourist-The Case Study of 2006 Lotus Blossoms in Taoyuan

從遊客觀點探討節慶活動效益之研究－以2006桃園蓮花季爲例

鍾政偉(Cheng-Wei Chung) ； 邱紹一(Shao-I Chiu) ； 胡秀媛(Hsiu-Yuan Hu)

《台北海洋技術學院學報》 2卷2期 (2009/09) Pp. 197-212

https://doi.org/10.29770/JTCMT.200909.0010

摘要

瞭解節慶活動效益其主要的目的，在於分析透過活動的舉辦對當地特色產業是否帶來經濟上實質效益或觀光遊憩上的吸引力，因爲活動項目的舉行對於產業發展而言是一種吸引源，透過觀光拉力讓地方產業獲取實質效益與永續經營。本研究共計回收有效樣本640份，平均單一人次遊客的消費金約爲NT$500(71%)；但無消費者高達22%,說明蓮花季活動參與者的消費花費金額並不高，且1/5的遊客是不消費的。利用遊客有無購買節慶活動商品進行差異分析，研究發現有購買行爲的遊客對於活動滿意度感受較高，但沒有購買行爲的遊客其重遊意願較高；同樣的情況也在參與遊客的性別上呈現。提高遊客對於參與節慶活動的消費能力是對於地方產業發展觀光資源的直接效果，但強化遊客對節慶活動的滿意度與重遊意願是產生遊憩拉力的關鍵因素與產業永續經營成功要項。

關鍵字

節慶效益 ； 蓮花季 ； 滿意度 ； 迴歸分析

並列摘要

The purpose of understanding the benefits of the festivals is to analyze if the local natural resources could bring the actual economic results or become the tensile force by holding events. For the development, holding the events will be an attractive cause. With it, the natural resources may obtain the essential benefits and last longer. This research has valid 640 questionnaires returned, which shows the average expenditure of tourists is NT$500 (71%) and a high percent of 22% who did not consume, It explains those who participated in Lotus Blossoms did not spend much, and one fifth of them did not spend. After analyzing the difference between people who spent or not, the satisfaction to the events seems higher for those who spent. But the will to willingness of revisit of tourists who purchased nothing is higher; shown the same situation on touring sex. Although raising the tourists' expenditure can be the direct cause of developing local tourist resources, improving the satisfaction and willingness of revisit are definitely the key factors to bring the tensile force and carry on the business forever.

並列關鍵字

Events Benefits ； Lotus Blossoms ； Satisfaction ； Regression Analysis

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