遊客參與節慶活動動機區隔之研究－以澎湖元宵節爲例

Segmenting of Tourists' Motivators in the Lantern Festival: An Example in Penghu

10.6213/JLRIM.2011.4(1)2

陳宏斌(Hung-Bin Chen)

市場區隔 ； 節慶活動 ； 澎湖 ； 觀光 ； Market segmentation ； Festival ； Penghu ； Tourism

休閒產業管理學刊

4卷1期（2011 / 04 / 01）

21 - 39

繁體中文

節慶活動被視爲觀光行銷及提升地方收益的利器，儼然使其成爲世界性的觀光現象。文獻顯示各類型的節慶活動研究在過去迅速成長，然而卻鮮少有關澎湖元宵節節慶活動的研究。同時，考量遊客參與動機在觀光行銷與促銷的重要性，因此本研究旨在探討遊客參與澎湖元宵節節慶活動的動機區隔。爲此，本研究採集群分析五個遊客參與節慶活動動機構面（文化與風俗探索、景點與設施體驗、平衡與放鬆、社交及親情、刺激及好奇）的分群，爲增加集群分析後所得三個集群的正確性及穩定性，本研究以區別分析驗證之，所得結果證實三集群分類的正確率達92%以上。本研究發現平衡及放鬆動機構面爲受訪遊客參與澎湖元宵節節慶活動最重要的動機構面。同時本研究結果也發現受訪遊客普遍認爲舉辦元宵節節慶活動有助於行銷澎湖、提升遊客到訪的動機、帶動澎湖的經濟效益、及增加社區的凝聚力。

Being used as instruments for promoting tourism and boosting the regional economy, festivals are now a worldwide tourism phenomenon. Consequently, much research, relevant to festivals, are undertaken from a variety of perspectives. However, very few studies related to lantern festival in Penghu have been published. In addition, considering the importance of festival market segmentation as a valuable marketing tool for promotion and understanding segment characteristics based on motivations, this study attempted to segment festival market using a cluster analysis based on delineated motivation factors. A cluster analysis identified three clustered segments for five motivational dimensions (recover equilibrium, socialization and family togetherness, culture and custom exploration, excitement and novelty, and destination and hospitality service experience). Application of discriminant analysis was followed by cluster analysis to demonstrate the accuracy and stability of the cluster classification. The result of the descriminant analysis pinpoints above 92% accuracy of the three clusters. The research also reveals that equilibrium recovery is the most important motivational dimension attracting tourists to the lantern festival in Peghu. Furthermore, most tourists believe that festivals can be designed as a marketing tool to publicize and promote an area or attraction, attract tourists' visiting, generate extra revenue for an area, and encourage community involvement.

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