節慶活動情緒體驗、滿意度與重遊意願之研究－以金門迎城隍為例

A Study on Festival Emotional Experience, Satisfaction and Revisit Intention: the Case of Chen Huang Visit at Kinmen

10.6214/JSRM.202003_17(1).0001

趙嘉裕(Chia-Yu Chao)；謝榮豐(Rong-Fang Hsieh)；呂謙(Chien Lu)；陳建廷(Chien-Ting Chen)；蔡美玉(Mei-Yu Tsai)

節慶活動 ； 情緒體驗 ； 滿意度 ； 重遊意願 ； Festival ； Emotional Experience ； Satisfaction ； Revisit Intention

運動休閒管理學報

17卷1期（2020 / 03 / 01）

1 - 26

繁體中文

節慶活動有活絡地方經濟、文化建設、增進能見度及形象功能。一些研究指出遊客長期持續造訪的主要因素是情緒及滿意度。本研究主要探討金門迎城隍活動遊客情緒體驗與重遊意願之關聯性，以及滿意度對於情緒體驗與重遊意願間之中介效果。本研究有效問卷458份，利用SPSS層級式迴歸進行資料分析與闡釋。調查結果發現，情緒體驗對滿意度有正向顯著影響滿意度對重遊意願有正向顯著影響滿意度作為中介變項對於情緒體驗與重遊意願呈顯著影響。利用本研究結果可以提供活動舉辦單位參考。

Festival comprises of functions on inspiring local economy, consolidating cultural construction, and increasing visibility and imagination. Some studies pointed out that emotion and satisfaction are critical for those recognized visitors who may continually participate. This study investigated the relationship among emotional experience and revisit intention and the mediation effect of satisfaction on them through the tradition of Chen Huang Visit at Kinmen. A number of effective 458 questionnaires were collected and the data analysis method of SPSS hierarchical regression was implemented. Implementation results demonstrate that the effect of emotional experience to satisfaction is significant, the effect of satisfaction to revisit intention is significant, and the effect of satisfaction as mediation variable to emotional experience and revisit intention is significant. The results can be used in reference for those units that plan to organize festival activities.

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