台北花博遊客的價值對滿意度與忠誠度的影響－以遊客屬性為調節變數

The Impact of Tourist's Value of Taipei International Flora Exposition on Satisfaction and Loyalty: Taking Tourist Characteristics as the Moderator Variables

10.6132/JCM.2013.7.2.03

李君如(Chun-Ju Li)

節慶 ； 大型活動 ； 價值 ； 結構方程模式 ； Festival ； Mega-Event ； Value ； Structural equation model(SEM)

商業現代化學刊

7卷2期（2013 / 07 / 01）

53 - 70

繁體中文

很多城市以節慶活動作為促進經濟及行銷地方的方式；國際性的大型活動更是許多國家或城市極力爭取的主體。對於遊客而言，參與此類活動究竟滿足了哪些價值，而價值對於滿意度及忠誠度的影響又為何？此即為本研究所探討的重點。本研究以2010.11～2011.4在台北舉辦的「國際花卉博覽會」為主體，從大型活動之參與者觀點出發，結合消費價值的理論視角，釐清不同的遊客屬性如何影響其參觀經驗。透過567份有效問卷，先經由CFA確認價值量表，以此通過信效度的量表為基礎，並以遊客屬性作為調節變數，經SEM逐一分析價值對滿意度及忠誠度之影響；結果顯示價值對滿意度之影響不會因為性別及參觀次數而有顯著差異，但婚姻、停留時間及願付價格則會影響其關係；此外，對忠誠度有顯著影響者為情緒及嘗新價值，此關係並不會因遊客屬性而有差異。

Lots of cities promote the economic and market the local place by festival events; moreover, international activities are the main subject that many countries and cities try to strive for. The key point of this study is to discuss what tourist's values are contained by those activities, and how tourist's values impact satisfaction and loyalty. Taking the Taipei International Flora Exposition which was held from November, 2010 to April, 2011 as research subject, the current research combined the point of view from participants and consuming value theory to clarify how different tourist characteristics affect the visit experience. 567 valid questionnaires were conformed the value scale by CFA to pass the test of reliability and validity, and analyzing the impact of values on satisfaction and loyalty one by one through SEM, tourist characteristics were as the moderator variables. The result showed that the effect of values to satisfaction would not reveal significant difference because of sex and times of visit, but marriage, time of stay and price for willing to pay would influence the relationship. Besides, emotions and value of tasting new would influence significantly on loyalty, but the relationship would not be changed by different tourist characteristics.