地方新興節慶活動對於地方觀光發展效益探討－以参觀遊客滿意度進行分析

A Case of New Local Festivals for Local Tourism Development Effectiveness-Analysis the Dimension of Excursionist Satisfaction

王思文(Sih-Wun Wang) ； 張弘遠(Hong-Yuan Chang)

《島嶼觀光研究》 3卷3期 (2010/09) Pp. 1-21

https://doi.org/10.29859/JITR.201009.0001

摘要

地方新興節慶活動是近年来各地方政府積極推動的活動，它在本質上是一種透過結合地方獨有人文資源舆文化資産所舉辦的短期節慶活動，不僅可强化富地觀光形象，亦可成爲觀光客的主要吸引力来源，除此之外，節慶活動的觀光消费也可同睦带動整體地方經濟的發展。但這些活動卻並未設置有效檢視的指標，以檢視這類型地方新興節慶之實際成效究竟爲何，因此本研究希望透過参舆游客的認知、感受、潢意度對於此類地方新興節慶活動進行分析，以作爲此類活動舉辦是否達到效果的一項檢視。本研究採取問卷調查法，並以實際参舆2009澎湖海上花火節以及2009貢寮海洋音樂祭的游客爲简卷發放的對象，回收有效問卷共362份。研究結果發现，参舆游客對於此類地方新興節慶活動韶知程度較高，認爲此類活動確有繼續舉辦的成效，但對於活動過程的感受舆滿意度则偏向普通，顯示活動仍有進步空間。本研究並認爲此類活動應興地方上作緊密聯繫、在活動主题舆内容上亦须舆地方桔合，方能有效推廣地方觀光，促使活動長久舉辦。

關鍵字

地方新興節慶 ； 觀光效益 ； 滿意度

並列摘要

The new local festivals, in recent years, are the activities which local governments actively promote. They are essentially short-term festival activities held by the combination of unique cultural resources and assets in a place, which not only enhance the tourism image but also become the chief attraction for the tourists. In addition, the tourism consumption of festival activities can also promote the overall local economic development. These activities, however, do not have effective indicators to survey the actual results for new festivals. Therefore, this study analyzed the new festival activities through the cognition, the feelings, and the satisfaction of visitors as a survey for deciding the effectiveness of the activities. This study adopts a questionnaire survey method. The visitors/participants of 2009 Penghu Ocean Firework Festival and 2009 Gongliao Hohaiyan Rock Festival were chosen as questionnaire survey objects and there were totally 362 valid questionnaires returned. The result shows that the participants have higher cognition towards such new festival activities and agree the effectiveness of the activities as a reference for activity re-organizing. However, the feelings and the satisfaction of participants were regarded as general that such activities leave some to be desired. This study concludes that such activities, especially the theme and the content, should close bind with localities and, hence, the local tourism can be effectively promoted and the holding of activities can continue.

並列關鍵字

new local festivals ； tourism benefits ； satisfaction

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