2008高雄內門宋江陣活動遊客滿意度與重遊意願之研究

The Study of the Tourism Activity Satisfaction and Revisiting Willingness of 2008 Kaohsiung Neimen Song-Jiamg Jhen Battle Array

10.6782/BCJ.200812.0025

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

宋江陣 ； 活動滿意度 ； 重遊意願 ； Song-Jiamg Battle Array ； activity satisfaction ； revisiting willingness

身體文化學報

7期（2008 / 12 / 01）

25 - 41

繁體中文

本研究旨在探討2008年高雄內門宋江陣活動之遊客滿意度與重遊意願。研究採問卷調查方式進行，並以隨機抽樣方式，抽取640位參與本項活動之遊客爲研究對象。所得資料經統計分析與處理後，得到以下結論：（一）因素方面，遊客活動滿意度可區分爲「服務設計」、「交通導引」和「活動資訊」等三構面；（二）遊客之整體活動滿意度介於「尚可－滿意」之間，其中又以「活動表演精采度」的滿意程度最高，而遊客之重遊意願介於「願意－非常願意」之間；（三）不同背景遊客在活動滿意度與重遊意願上部分有顯著差異情形；（四）遊客活動滿意度與重遊意願有顯著正相關，其中重遊意願與活動項目及內容安排之相關程度又高於整體活動滿意度與重遊意願。進一步以逐步迴歸分析發現，活動項目及內容安排、活動表演精采度、周邊攤販的管制、活動資訊提供與安全措施的安排等爲影響遊客重遊意願的五大主因。

The purpose of this study is to explore the relations of travelling satisfaction and revisiting willingness of 2008 Kaohsiung Neimen Song-Jiamg Battle Array. Questionnaires and random sampling 640 tourism that participated in this activity were used to collect data. According to the data analyses, the study has the following conclusions. 1) According to the result of the factor analysis, the tourism activity satisfaction may compartmentalize to ”Service design”, ”Traffic guiding” and ”Activity information”. 2) The ensemble of the tourism activity satisfaction was between ”Still permissible to satisfaction” and the ”Brilliance of the performance”, while the method of tourism revisiting willingness was between ”like to very like”. 3) There are partly significant differences among tourism of different backgrounds on the level of activity satisfaction and revisiting willingness. 4) Measures of tourism activity satisfaction are correlated with measures of revisiting willingness, between revisiting willingness and traveling event and content design that event and content design higher than mass activity satisfaction and revisiting willingness, this fact explains the activity satisfaction of tourism is highly related to the revisiting willingness of the tourism. By regression analysis, tourism revisiting willingness was impacted by the first five factors including traveling event and content design, activity performance exciting degree, peripheral Stall man control, activity information supply and safety installations plan.

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