觀光節慶活動之遊客吸引力、滿意度及忠誠度關聯性之分析─以高雄左營萬年季為例

The Relationships among the Popularity of Tourist Attractions, Satisfaction, and Loyalty in Festival Tourism : A Case Study of the Kaohsiung Zuoying Wannian Folklore Festival

陳意定(Chen Yi-Ting)

指導教授 ： 蔡龍銘

國立屏東科技大學/管理學院/景觀暨遊憩管理研究所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00095

摘要

近年來我國各大城市亦開始著重在地方觀光節慶活動發展課題上，期待透過短暫活動期間，吸引各地觀光客前來，替該地創造可觀的觀光收入，帶動相關經濟發展。本研究以高雄左營萬年季遊客對活動的吸引力，進而利用吸引力進行了解活動呈現對滿意度及忠誠度之行為影響。
本研究以活動現場遊客為研究對象，以便利抽樣的方式進行問卷調查，共得396份有效樣本。經由統計分析，本研究發現受訪之遊客吸引力、滿意度及對重遊意願有正向影響；吸引力對滿意度及忠誠度有顯著正向直接影響，行前期望對滿意度則不具影響，而實際體驗對滿意度有正向直接影響，滿意度中介效果間接影響忠誠度；另外遊客滿意度越高，忠誠度也相對提高。

關鍵字

觀光節慶 ； 文化觀光 ； 吸引力 ； 滿意度 ； 忠誠度

並列摘要

In recent years, each big city in this country started to emphasize the celebration and activity development in the sightseeing spots. During short periods they attract some more tourists to come, and created considerable touristic incomes, which impetus related economy development. In this research, the tourist come to the Kaohsuing Zuoying Wannian Folkore Festival were surveyed. The popularity of tourist attraction, the customer satisfaction, and the customer loyalty were surveyed.
In this study, the tourists were sampled by facilitated sampling to carry out questionnaire survey, a total number of 396 usable samples obtained. By way of the statistical analysis, this research discovered that the popularity of tourist attraction, had some positive relationships on the degree of satisfaction and the re-visits willingness. The expectation had no influence on the customer satisfaction. And the real experience had positive influences on customer satisfaction, and also through this satisfaction had indirect influence on the customer loyalty. The higher the customer satisfaction is, the higher the customer loyalty.

並列關鍵字

festival ； cultural tourism ； tourist attraction ； customer satisfaction ； customer loyalty

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