節慶體驗與節慶意象對宗教節慶遊客的情緒、知覺價值、滿意度與行為意圖的影響－台南市鹿耳門天后宮文化季的實徵案例研究

How Festival Experience and Event Image Affect Tourists' Emotion, Perceived Value, Satisfaction and Behavioral Intentions: The Case of The Cultural Festival at Luremen Matzu Temple, Tainan

黃仁宗(Jason Huang)；蔡瑋菱(Wei-Ling Tsai)

節慶意象 ； 節慶體驗 ； 知覺價值 ； 滿意度 ； 行為意圖 ； Experience ； Emotion ； Event Image ； Perceived Value ； Behavioral Intentions

島嶼觀光研究

11卷2期（2018 / 06 / 01）

51 - 87

繁體中文

本研究旨在探討文化季遊客經由節慶體驗產生的情緒與節慶意象，如何影響遊客滿意度、知覺價值及後續行為意圖。本研究針對2016年春節參加鹿耳門天后宮文化季之遊客進行問卷調查，得到有效問卷400份，並使用結構方程模式探討這些變項之間的關係。整體而言，實證結果支持本研究提出的六構念模型應用於宗教節慶遊客體驗的評估。研究證實節慶意象是重要的研究構念，其扮演的角色類似目的地意象，會影響遊客的滿意度、知覺價值及行為意圖。研究發現對宗教節慶遊客來說，知覺價值比滿意度對行為意圖的影響更為顯著。本研究也發現外在價值或酬賞，對文化季遊客的滿意度有顯著影響。本研究也注意到文化季的遊客特性，並深入探討重覆造訪效應的衝擊，包括對研究模型變數關係與對鹿耳門天后宮文化季效益的影響。最後，本研究結果顯示，即使在重覆造訪效應下，模型也能合理解釋參與鹿耳門天后宮文化季活動遊客的行為。本研究也注意到文化季的遊客明顯具有去地域化的特徵，故鹿耳門天后宮經營者必須持續提升其經營能力。最後，本文也提出一些實務上的建議，包括從增加與鹿耳門歷史意義相關的傳統懷舊活動到經營社群媒體，以供主辦機關參考。

This study aims to investigate, in religious settings, how tourists' event experience and event image affect perceived value, satisfaction and behavioral intentions. A survey was conducted during the Chinese New Year holidays in 2016 to the tourists attending a cultural event held at a famous Matzu temple in Lureman, Tainan. A self-administered questionnaire was disseminated on site and a total of 400 useable questionnaires was collected. A structural equation model was developed to examine the relationships among the constructs using SmartPLS 3.0. Results of this study reveal that event experience positively affects event image, perceived value, satisfaction and behavioral intentions. Event image was found to exert a direct positive effect on perceived value and behavioral intentions. Results of this study support that both event image and perceived value serve as mediating variables between event experience and behavioral intentions. Finally, it was suggested that additional mascots, souvenirs, experiential activities and services which may increase perceived value for tourists may be provided.

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