旅遊目的地意象、節慶活動吸引力、遊客滿意度與遊後行為意圖關係之研究－以2010年蓮池潭萬年季為例

The Relationships among Destination Image, Special Event Attraction, Visitors' Satisfaction and, Behavioral Intentions-A Case Study of 2010 Kaohsiung Zuoying Wannian Folklore Fastival

鍾政偉(Cheng-Wei Chung) ； 陳筱涵(Hsiao-Han Chen) ； 朱品如(Pin-Ju Chu)) ； 嚴心圓(Hsin-Yuan Yen)

《休閒事業研究》 9卷2期 (2011/06) Pp. 19-38

https://doi.org/10.6746/LIR.201106_9(2).0002

摘要

本研究目的在於建構對旅遊目的地意象、節慶活動吸引力、遊客滿意度及遊後行為意圖之關係。旅遊目的地意象是對某事或某物所具有的觀感，會藉由新的資訊不斷進行修改，對遊客形成觀光推力；而節慶活動則是一種人為所創造出來的吸引力，吸引遊客產生興趣前往旅遊目的地的拉力。近年來，在政府政策下，台灣的節慶活動如雨後春筍般的相繼舉辦，因為在觀光資源缺乏的地區或觀光地區進入淡季時，可以吸引比平時較多的觀光客前來，以創造豐厚的觀光效益。因此我們將遊客滿意度與遊後行為意圖作為旅遊目的地意象、節慶活動吸引力的後置變項，因為通常人們會從過去的經驗來衡量自己的需求或慾望是否達到滿意，而形成遊客滿意度，而滿意度的結果分為正面與負面行為意圖，也就是所謂的遊後行為意圖，此構面包含著忠誠度、口碑、抱怨及轉換這四項重要因素，影響著節慶活動是否能達成永續發展的效果。本研究採用問卷調查方式，於2010年蓮池潭萬年季的活動中共回收有效問卷756份，透過多元迴歸分析以及相關分析進行本研究之驗證。研究結果發現：旅遊目的地意象以及節慶活動吸引力對遊客滿意度與遊後行為意圖具有顯著影響，而旅遊目的地意象與節慶活動吸引力間具有顯著相互影響關係。

關鍵字

旅遊目的地意象 ； 節慶活動吸引力 ； 遊客滿意度 ； 遊後行為意圖

並列摘要

The purpose of this study is to develop the relationship among destination Image, special event attraction, visitors' satisfaction and, behavioral intentions. Destination Image is the feeling for a thing or a subject may change because of different information. Special event attraction is a human creation to attract tourists. In recent years, the government is encouraging to conduct these special events during non-regular seasons. This may help attract people go visit in these areas and increase the business opportunities. Therefore we have set four variables in the study they are destination Image, special event attraction, visitors' satisfaction and behavioral Intentions. It is because most of visitors' satisfaction depends on the fulfillness of their needs and desires as know as behavioral intentions. There are four factors that will determine the development of these special events. These factors include loyalty, reputation, complain and transformation. The 2010 Kaohsiung Zuoying Wannian Folklore festival was selected to be the research area and a structural questionnaire was developed to use for a visitor survey during this festival. This study constructed a multiple regression model to verify the different effects among these four factors. The findings of this study indicate that destination Image and special event attraction have significant effects on both visitors' satisfaction and, behavioral intentions. It is also show there are significant relation between destination Image and special event attraction.

並列關鍵字

Destination Image ； Special Event Attraction ； Visitors' Satisfaction ； Behavioral Intentions