澎湖海上花火節觀光客旅遊資訊來源、服務品質感受、對行為意向影響之研究

A Study of Tourists Travel Information Resources, Service Quality and Influence on Behavioral Intension in the Penghu Ocean Firework Festival

10.6213/JLRIM.2012.5(3)4

謝文潔(Wen-Chieh Hsieh)

澎湖海上花火節 ； 服務品質 ； 旅遊資訊來源 ； 行為意向 ； Penghu Ocean Firework Festival ； service quality ； travel information resources ； behavioral intention

休閒產業管理學刊

5卷3期（2012 / 12 / 01）

64 - 80

繁體中文

本研究目的主要在於分析觀光客對於「澎湖海上花火節」的旅遊資訊來源，以及對於花火節服務品質的感受情形。另外本研究亦分析旅遊資訊來源以及服務品質感受對於行為意向的影響。本研究採問卷調查方式，以台灣本島前往澎湖觀賞海上花火節的觀光客為對象，採定點便利取樣法於花火節施放現場，以及鄰近鬧區街道進行調查，共計獲得有效問卷593份。所得資料經描述統計、t考驗、單因子變異數分析以及多元迴歸分析後，本研究發現：1.大部分觀光客都是第一次觀賞澎湖海上花火節活動；2.在澎湖海上花火節旅遊資訊來源方面，觀光客以「有來過澎湖之親朋好友推薦」為最高。3.不同婚姻狀況以及有無子女變項，對於觀光客在「旅遊資訊來源」、「服務品質」以及「行為意向」因素均沒有影響。4.不同性別、教育程度、年齡、個人月收入、以及職業在「旅遊資訊來源」、「服務品質」以及「行為意向」因素皆有影響存在。5.海上花火節的服務品質對於觀光客未來行為意向有預測作用存在。根據研究結果，本研究不僅對澎湖觀光業者與主管單位提出經營上之建議，亦對其他研究者提出後續研究建議。

The main purpose of this study, in the analysis of tourists travel information source for the ”Penghu Ocean Firework Festival”, and the feel for the quality of service of the Firework Festival situation. In addition, the study also analyzes the impact of travel information sources as well as service quality feel for the behavior intention behavioral intention. This study adopted questionnaire survey, this study used questionnaire survey way to the island of Taiwan go to Penghu watch Ocean Firework Festival of tourists for the object, mining designated convenience sampling method Firework Festival cast on-site, as well as nearby downtown streets conducted surveys, totaling obtained 593 valid questionnaires. Information obtained by descriptive statistics, t-test, one-way ANOVA analysis and multiple regression analysis, the study found: (1) Most of the tourists are first watch Penghu Ocean Firework Festival. (2) Penghu Ocean Firework Festival travel information regarding the source of tourists to Penghu many friends recommended ”for the highest. (3) Different marital status and presence of children variables, tourists travel information sources, ”service quality” and ”behavioral intention factors did not affect. (4) The different gender, education level, age, personal monthly income, as well as career in travel information sources”, ”service quality” and ”behavioral intention factors are averaged exist. (5) Penghu Ocean Firework Festival service quality predicts behavioral intention for tourists. According to the results, the study not only of Penghu's tourism industry with the unit in charge of operations on the recommendations, and also other researchers suggestions for future research.

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