澎湖海上花火節之觀光效益研究

A Study of the Tourism Benefit of Penghu Firework Festival

薛彥清

指導教授 ： 張少熙

國立臺灣師範大學/運動與休閒學院/體育學系在職進修碩士班/碩士(2007年)

摘要

本研究旨在探討澎湖海上花火節之觀光吸引力、遊憩滿意度及經濟效益之現況，並分析探討觀光吸引力、遊憩滿意度及經濟效益之關係。本研究以500位參與澎湖海上花火節之遊客為研究對象，以自編之「澎湖海上花火節之觀光效益研究問卷」進行調查。研究結果以描述統計、單因子變異數分析及典型相關進行統計分析，並將研究結果綜整討論後，獲得以下結論：
一、 觀光吸引力前五項依序為：「海上花火表演適合親朋好友一同參與」、「放鬆心情，紓解壓力」、「可以促進同行友伴之情感交流」、「因為活動主題感覺很特別」、「活動本身可以免費參加」。
二、 遊憩滿意度前五項依序為：「海洋氣息的感受」、「活動地區的空氣品質」、「觀賞花火演出的視野」、「花火的施放演出」、「活動環境的規劃」。
三、 不同的「主要目的」、「停留時間」、「教育程度」、「職業」、「居住地區」，在觀光吸引力上均達顯著差異；而不同的「主要目的」、「職業」、「居住地區」在遊憩滿意度上均達顯著差異。
四、 觀光吸引力與遊憩滿意度之間有三個典型相關係數達到顯著水準。
五、 推估遊憩效益值為791元，經濟效益約為6011萬元。
基於以上發現，建議相關單位應規劃完整之套裝行程；針對節目內容設計部分投入心力，切合遊客需求；活動整體的規劃再求創新，使遊客感受澎湖多樣化的地方文化；整合當地遊憩資源行銷，建立永續經營模式。未來研究則可併入觀光行程，進行後續研究，併以深度訪談，以質、量並重的方式，對行政組織人員、旅遊業者、當地民眾等，進行更廣泛的探討。

關鍵字

觀光吸引力 ； 遊憩滿意度 ； 經濟效益

並列摘要

This study aims to investigate the status quo of the tourism attractiveness, recreational satisfaction, and economic benefit of Penghu Firework Festival, and analyze the relations among them. A total of 500 tourists who attended Penghu Firework Festival are surveyed with “Questionnaire on the Tourism Benefit of Penghu Firework Festival,” prepared by the advisee. The acquired data are then subject to statistical analysis with descriptive analysis, one-way ANOVA and canonical correlation. The results are as follows:
1. The five features of Penghu Firework Festival with the highest tourism attractiveness are, in descending order, as follows: “the firework show is suitable for all friends and family members to enjoy together,” “it makes me feel relieved and alleviates my tension,” “it enhances the emotional communication of people attending together,” “the theme of the festival is special,” and “the festival is free.”
2. The five features of Penghu Firework Festival with the highest recreational satisfaction are, in descending order, as follows: “the aroma of the ocean,” “the air quality of the environment,” “the view of the firework show,” “the firework itself,” and “the plan of the environment.”
3. In terms of tourism satisfaction, there are significant differences in “main purposes,” “length of staying,” “educational background,” “occupation,” and “residential location.” As for recreational satisfaction, there are significant differences in “main purposes,” “occupation,” and “residential location.”
4. Three canonical correlations between tourism satisfaction and recreational satisfaction are significant.
5. It is estimated that the recreation benefit brought in by each tourist is NTD 791, and the total economic benefit is NTD 60.11 million.
Based on the findings above, it is suggested the authorities concerned plan a full travel package for Penghu Firework Festival. The design of the show should befit the needs of the tourists, and there should be innovative overall plan of the festival to make the tourists experience the various local cultures of Penghu. Local recreational resources should be integrated, and a mode of management should be built to ensure sustainable development. For further studies, the accompanying travel itinerary can be researched, and in-depth interviews can be conducted with related government staff, travel agencies, and local residents, so to broaden the research scope on this issue.

並列關鍵字

tourism attractiveness ； recreational satisfaction ； economic benefit

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