節慶活動已逐漸形成一種旅遊的新風潮。而參與節慶活動的遊客並非同質,透過動機因素來區隔節慶市場並瞭解區隔特性將是一個很有用的行銷工具。本研究利用因素分析來瞭解參與宜蘭綠色博會遊客的節慶動機並根據所描述的動機使用集群分析來區隔節慶市場,而節慶動機集群與遊客種類是否有影響滿意度與忠誠度的潛在重要因素亦為本研究欲探討之重點。其研究結果顯示:(1)因素分析萃取出六個動機構面中文化探索為節慶活動中最大的核心所在;(2)而集群分析區隔的四個集群之中多目的追尋型為最重要的區隔;(3)卡方檢定顯示出節慶動機集群在非本地遊客和本地遊客有顯著差異;(4)雙因子變異數分析指出遊客滿意度與忠誠度分別受節慶動機和遊客種類影響。
Festival has developed as a new trend of travel pattern. In most situations where festival visitors are heterogeneous, segmenting festival market and understanding their characteristics based on festival motivations will be a powerful marketing tool. The study use a factor analysis to identify the underlying dimensions of motivations for visitors attending the Yi-Lan Green Exposition and segment festival market using a cluster analysis based on delineated motivation factors. The study also explored any potential importance of motivation clusters and visitor types as factors of influencing their satisfaction and loyalty. The results of this study indicate: (1) A factor analysis identified six motivation factors in which the cultural exploration was the core of the festival. (2) A cluster analysis identified four clustered segmented clusters in which the multi-purpose seekers were found to be the most important segment. (3) The chi-square test show that significant differences in festival motivations existed between out-of-region and region visitors. (4) Two-way ANOVA indicates that visitor satisfaction and loyalty were influenced by festival motivation and type of visitors.