觀光淡季遊客參與節慶活動行為意向模式之驗證－以澎湖元宵節為例

The Verification of Festival Tourists' Behavioral Intentions Model in the Off-season: In the Case of Penghu Lantern Festival

10.6284/NPUSTHSSR.2011.5(4)6

陳宏斌(Hung-Bin Chen)

節慶活動 ； 行為意向 ； 澎湖 ； Festival ； Behavioral Intention ； Penghu

人文社會科學研究

5卷4期（2011 / 12 / 01）

87 - 111

繁體中文

本研究目的旨在分析參與澎湖元宵節節慶活動遊客的屬性，並試圖將環境與景點印象因素對遊客參與節慶活動的動機、節慶活動品質的認知、體驗後的滿意度及忠誠度等變數的關聯進行驗證，進而提出遊客參與澎湖元宵節節慶活動的行為意向模式。本研究以參與該活動的遊客為研究對象，有效問卷369份。受訪者認為參與該活動的動機以與親友同樂為最高；影響其參與活動的環境與景點印象因素則以交通便利性為最；對該活動的各項品質認知普遍高於體驗後的滿意度，顯示活動主辦單位仍有改善的空間。本研究最終以結構方程模式進行分析，模式經修正後整體適配度良好，為符合實證研究的一個模式。研究結果發現：環境與景點印象因素正向影響遊客參與節慶活動的動機及忠誠度，但不顯著影響遊客的滿意度；動機正向影響遊客的品質認知及滿意度，但不顯著影響其忠誠度；品質認知正向影響其忠誠度，但不顯著影響其滿意度；滿意度顯著影響其忠誠度，整體模式的解釋量為63%。

The purposes of this study were to reveal the lantern festival participants' attributes. In addition, the study developed and tested an integrative model to examine the relationships among lantern festival participants' perceptions of environmental and destination image factors, motivators, quality perceptions, and satisfaction of the festival, and to investigate the impacts of these variables on their loyalties. Based on the results, ”family and socialization” was the highest festival participants' motivator, and traffic accessibility was their primary concern among environmental and destination image factors. In addition, regarding festival participants' perception and satisfaction of festival, we believed the festival organizer has substantial room for improvement. Finally, the model was tested by collecting survey responses from 369 festivals participants and was analyzed via structural equation modeling (SEM). The model, after modification, indicated that it fulfilled the assessment of fit. The results revealed that environmental and destination image factors had a significant and direct influence, except satisfaction, on both participants' motivators and loyalties. Motivators influenced directly and significantly on quality perceptions and satisfaction except loyalties. Quality perceptions had direct and significant influence on loyalties but satisfaction. The hypothesis, satisfaction had significant influence on loyalties, was supported. The collective model explained 63% of Penghu Lantern festival participants' behavioral intentions.

1. 朱盈蒨、汪文政(2010)。社區意識與節慶文化活動認同之研究－以澎湖乞龜活動為例。島嶼觀光研究，3(1)，125-144。
   連結：
2. 吳宗瓊、朱育瑩、蔡秀玲(2004)。地方觀光行銷策略之探討－墾丁地區節慶活動與非活動期間之不同。觀光研究學報，10(4)，87-100。
   連結：
3. 交通部觀光局澎湖國家風景區（2011）。節慶活動-乞龜活動。2011 年2 月25 日，取自http://www.penghu-nsa.gov.tw/user/Article.aspx?Lang=1&SNo=02000059。
4. Allan, J.,O'' Toole, W.,Harris, R.,McDonnell, I.(2005).Festival and special event management.Milton, Qld:John Wiely & Sons.
5. Anderson, J. C.,Gerbing, D. W.(1988).Structure equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103,411-423.
6. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16,74-94.
7. Baker, D. A.,Crompton, J. L.(2000).Quality, satisfaction and behavioral intention.Annals of Tourism Research,27(3),785-804.
8. Baloglu, S.,McCleary, K. W.(1999).A model of destination image formation.Annals of Tourism Research,26(4),868-897.
9. Beerli, A.,Martín, J. D.(2004).Tourists' characteristics and the perceived image of tourist destinations: A quantitative analysis-a case study of Lanzarote, Spain.Tourism Management,25,623-636.
10. Bigné, J. E.,Sánchez, M. I.,Sánchez, J.(2001).Tourism image, evaluation variables and after purchase behavior: Inter-relationship.Tourism Management,22,607-616.
11. Chang, J.(2006).Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan.Tourism Management,27,1224-1234.
12. Chen, C.,Chen, F.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism Management,31(1),29-35.
13. Crompton, J.(1979).An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.Journal of Travel Research,17(4),18-23.
14. Crompton, J.,Love, L.(1995).The predictive validity of alternative approaches to evaluating quality of a festival.Journal of Travel Research,34(1),11-24.
15. Crompton, J.,McKay, S.(1997).Motives of visitors attending festival vents.Annals of Tourism Research,24,425-439.
16. Cronin, J. J., Jr.,Taylor, S. A.(1994).SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality.Journal of Marketing,58(1),125-131.
17. Eugenio-Martin, J. L.(2003).Modeling determinants to tourism demand as afive-stage process: A discrete choice methodological approach.Tourism and Hospitality Research,4(4),341-353.
18. Felsenstein, D.,Fleischer, A.(2003).Local festivals and tourism promotion: The role of public assistance and visitor expenditure.Journal of Travel Research,41(4),385-392.
19. Formica, S.,Uysal, M.(1996).A market segmentation of festival visitors: Umbria Jazz Festival in Italy.Festival Management and Event Tourism,3(1),175-182.
20. Formica, S.,Uysal, M.(1998).Market segmentation of an international cultural-historical event in Italy.Journal of Travel Research,36(4),16-24.
21. Getz, D.(1997).Event management and event tourism.Elmsford, NY:Cognizant Communication.
22. Getz, D.(1991).Festivals, special events, and tourism.New York, NY:Van Nostrand Reinhold.
23. Getz, D.(1993).Corporate culture in not-for-profit festival organizations: Concepts and potential applications.Festival Management & Event Tourism,1,11-17.
24. Gibson, C.,Davidson, D.(2004).Tamworth, Australia' s 'country music capital' : Place marketing, rurality, and resident reactions..Journal of Rural Studies,20,387-404.
25. Gursoy, D.,Kim. K.,Uysal, M.(2004).Perceived impacts of festivals and special events by organizers: An extension and validation.Tourism Management,25,171-181.
26. Hung, J. Z.,Li, M.,Cai, L. A.(2010).A mode of community-based festival image.International Journal of Hospitality Management,29,254-260.
27. Hutchinson, J.,Lai, F.,Wang, Y.(2009).Understanding the relationship of quality,value, equity, satisfaction, and behavioral intentions among golf travelers.Tourism Management,30,298-308.
28. Janiskee, R. L.(1996).Historic houses and special events.Annals of Tourism,23(2),398-414.
29. Jenkins, O. H.(1999).Understanding and measuring tourist destination images.International Journal of Tourism Research,1,1-15.
30. Kaplanidou, K.,Vogt, C.(2007).The interrelationship between sport event and destination image and tourists' behaviours.Journal of Sport & Tourism,12(3-4),183-206.
31. Kim, H.,Borges, M. C.,Chon, J.(2006).Impacts of environmental values on tourism motivation: The case of FICA, Brazil.Tourism Management,27,957-967.
32. Kim, H.,Cheng, C.,O'' Leary, J. T.(2007).Understanding participation patterns and trends in tourism cultural attractions.Tourism Management,28,1366-1371.
33. Kim, H.,Richardson, S. L.(2003).Motion picture impacts on destination images.Annals of Tourism Research,30(1),216-237.
34. Kline, R. B.(2005).Principles and practice of structural equation modeling.NY:The Guilford Press.
35. Knox, D.(2008).Spectacular tradition Scottish folksong and authenticity.Annual of Tourism Research,35(1),255-273.
36. Lee, C.,Lee, Y.,Wicks, B. E.(2004).Segmentation of festival motivation by nationality and satisfaction.Tourism Management,25,61-70.
37. Lee, Y.,Lee, C.,Lee, S.,Babin, B. J.(2008).Festivalscapes and patrons' emotions, satisfaction, and loyalty.Journal of Business Research,61,56-64.
38. Light, D.(1996).Characteristics of the audience for 'events' at a heritage site.Tourism Management,17(3),183-190.
39. Litvin, S. W.,Fetter, E.(2006).Can a festival be too successful? A review of Spoleto, USA.International Journal of Contemporary Hospitality Management,18(1),41-49.
40. Murphy, P.,Pritchard, M. P.,Smith, B.(2000).The destination product and its impact on traveler perceptions.Tourism Management,21,43-52.
41. Oliver, R. L.(1997).Satisfaction: A behavioral perspective on the customer.New York, NY:McGraw Hall.
42. Oppermann, M.(2000).Tourism destination loyalty.Journal of Travel Research,39(1),78-84.
43. Prentice, R.,Andersen, V.(2003).Festival as creative destination.Annual of Tourism Research,30(1),7-30.
44. Quinn, B.(2005).Arts festivals and the city.Urban Study,42(5/6),924-943.
45. Tranter, P. J.,Lowes, M. D.(2005).The place of motorsport in public health: An Australian perspective.Health & Place,11,379-391.
46. Uysal, M.,Chen, J. S.,Williams, D. R.(2000).Increasing state market share through a regional positioning.Tourism Management,21,89-96.
47. Valle, P. O. d.,Correia, A.,Rebelo, E.(2008).Determinants of tourism return behaviour.Tourism and Hospitality Research,8,205-219.
48. Van Der Wagen, L.,Carlos, B. R.(2005).Event management for tourism, cultural,business, and sporting events.Upper Saddle River, NJ:Pearson Education.
49. Wong, J.,Law, R.(2003).Difference in shopping satisfaction levels: A study of tourists in Hong Kong.Tourism Management,24,401-410.
50. Yoon, Y.,Uysal, M.(2005).An examination of the effectsof motivation and satisfaction on destination loyalty: A structural model.Tourism Management,26,45-56.
51. Yuksel, A.,Yuksel, F.,Bilim, Y.(2010).Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty.Tourism Management,31(2),274-284.
52. Zeithaml, V. A.,Berry, L.,Parasurman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60,31-46.
53. Zeithaml, V. A.,Parasuraman, A.,Berry, L. L.(1990).Delivering quality service:Balancing customer perceptions and expectations.New York, NY:The Free.
54. 余民寧(2006)。潛在變數模式Simplis 的應用。台北:高等教育。
55. 吳明隆(2010)。SPSS 操作與應用操作與應用：問卷統計分析實務。台北:五南書局。
56. 黃芳銘(2006)。結構方程模式：理論與應用。台北:五南。

1. 陳貴凰(2012)。辦桌節慶活動觀光客體驗價值、幸福感與行為意圖之研究。人文社會科學研究，6(4)，1-25。
2. 王明元、王文祥、王明元、王文祥(2015)。高雄鳳荔觀光季遊客參與動機、遊憩體驗與滿意度之研究。休閒暨觀光產業研究，7(1)，74-114。