2007高雄內門宋江陣活動遊客旅遊特性與活動滿意度之研究

The Study of the Tourists Travel Characteristic and Activity Satisfaction of 2007 Kaohsiung Neimen Song-Jiang Jhen Battle Array

10.6782/BCJ.200712.0081

蕭秋祺(Chiou-Chi Hsiau)；宋明律(Huei-Wen Pan)；潘慧雯(Ming-Lu Sung)；王采蕎(Tsai-Chiao Wang)

宋江陣 ； 旅遊特性 ； 活動滿意度 ； Song-Jiang Jhen Battle Array ； travel characteristic ； activity satisfaction

身體文化學報

5期（2007 / 12 / 01）

81 - 100

繁體中文

本研究旨在調查2007年高雄內門宋江陣活動之遊客旅遊特性，並探討遊客對此活動之滿意程度，具體研究課題包括：（一）遊客旅遊特性分析；（二）遊客活動滿意度之因素構面；（三）遊客之活動滿意度；（四）不同背景變項遊客在活動滿意度上之差異情形。研究採問卷調查方式進行，並以隨機抽樣方式，抽取650位參與本活動之遊客爲研究對象。所得資料經統計分析與處理後，得到幾個結論：（一）遊客多數傾向不留宿，但多選擇在當地用餐，消費項目以餐飲爲主，整體消費金額偏低，大專創意陣頭大賽是最受歡迎的活動；（二）因素分析結果，遊客活動滿意度可區分爲「交通規劃與服務」和「活動規劃與服務」兩個構面；（三）遊客之整體活動滿意度介於「尚可－滿意」之間(M=3.81)，其中又以「活動表演精采度」的滿意程度最高(M=4.23)；（四）不同背景變項遊客在活動滿意度上均達不同程度的顯著差異，進一步分析發現，男性、已婚及本地遊客分別高於女性、未婚和外地遊客，40~60歲遊客高於30歲以下遊客，中上教育程度（國、高中）遊客高於大專以上教育程度遊客。

The object of this research was to inquire the travel characteristic of the tourists in 2007 Kaohsiung Neimen Song-Jiang Jhen Battle Array, and treat their (the tourists') satisfaction of this activity. The concrete studied topics included: (1) the analysis of the tourists' characteristic. (2) The factor composition of the tourists' satisfaction. (3) The state of play of the tourists' activities satisfaction. (4) The status of difference tourists' satisfaction in different background variables. The method of this research was using questionnaires and random sampling 650 tourists who participated in this activity as the subject of this study. According to the data analyses, the study had the following conclusions. (1) The tourists tended not to stay there overnight, but stayed there for meal. The main consumer goods were food, and the whole expense amount was slanted low. University creativity battle array were the most popular activity. (2) According to the result of the factor analysis, the tourists' activity satisfaction could be compartmentalized to ”Transportation planning and service” and ”Activity planning and service”. (3) The ensemble of the tourists' activity satisfaction was between ”Still permissible to satisfaction” (M=3.81) and the ”brilliance of the performance” got the highest satisfaction (M=4.23). (4) There were significant differences among residents of different backgrounds on the activity satisfactions. In further analysis, we found that male, tourists who have got married and local tourists were more than female, tourists who have not got married and the tourists who came from other places. Tourists' whose ages were at 40 to 60 were more than the tourists' whose ages were under 30 years old. Tourists' level of education, which was at junior high school and senior high school, were more than at university or above.

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