不同集章族群對集章活動的重視程度、評價與行為意向－以鹿港慶端陽為例

The Analysis of Importance, Evaluations and Behavioral Intentions between Commemorative Stamp Collectors- A Case Study of Lukang Dragon Boat Festival

范玉玲(Yu-Lin Fan)；林士彥(Shih-Yen Lin)；張峻嘉(Chun-Chia Chang)；王佳珍(Jia-Zhen Wang)

紀念戳章 ； 集章活動 ； 集章族群 ； 重要－表現程度分析 ； 行為意圖 ； Commemorative Stamps ； Stamp Rally ； Commemorative Stamp Collectors ； Importance - Performance Analysis (IPA) ； Behavioral Intention

島嶼觀光研究

11卷2期（2018 / 06 / 01）

88 - 117

繁體中文

近年來台灣各地風行蓋章，集章人口愈來愈多，或因樂趣順便集章，或有遊客為了集章而出發旅行。台灣頗受觀光客喜愛的節慶活動也經常安排收集紀念戳章兌換贈品的集章活動，往往能成功吸引更多遊客參加，因此引發本文研究集章族群類別、及集章活動－包括重視程度、參與滿意度、及行為意向的動機，以及多少遊客會為了集章而出發旅行。本研究問卷調查以鹿港慶端陽集章遊客為樣本，遊客社經背景以女性、未婚、20～29歲、大專院校教育程度、學生、月收入在20,001～30,000元、居住在彰化地區的遊客較多，旅伴則是家人為主。資料分析顯示遊客集章背景以平常有收集紀念戳章，參加過集章活動，會為收集戳章而參加活動的遊客較多。本研究將參加集章活動之遊客分類為重度、中度、輕度及非集章族群，集章活動各項指標的重視程度與評價的表現程度以重要－表現程度分析法探討分析顯示此四族群對集章活動的重視程度、評價及行為意向有顯著差異；遊客對集章活動的評價與遊客的行為意向有顯著相關，遊客最重視紀念戳章具有當地特色、風俗文化、可增廣見聞；遊客對於紀念戳章具有當地特色、透過集章活動可參觀周邊景點給予相當高的評價；重度集章族群對集章活動的重視程度、評價、與行為意向都高於其他族群。此結果可作為未來集章活動主辦單位之參考。遊客對集章活動的評價與行為意向呈現正相關。遊客對於集章活動之評價會影響遊客的行為意向，評價越好，再參加的意願越高。

There are more and more people interested in the stamp collection in Taiwan in recent years. Some people collects stamps for fun, and some people set off on a journey for stamp collecting. Festival activities are popular with tourists in Taiwan, and they are arranged frequently to collect commemorative stamps and redeem gifts. By this way, there are usually more tourists attracted successfully to participate. This raises the motivation for this research to study the stamping groups, and the importance, satisfaction, and intentions of the group in a stamp rally. And how many tourists will set off on a journey for the sake of stamp collecting. The questionnaires were surveyed in Lukang Dragon Boat Festival. The majority of visitors are female, unmarried, 20 to 29 years old, college education, students, monthly income of NTD20,001-30,000, residents of Changhua County and traveling with family. The analyzed results show that most of visitors collect commemorative stamp, have stamp rally experiences and travel for commemorative stamp. The result shows that the participants were classified into four different groups, heavy, moderate, light, and non-commemorative stamp collectors. The indicators of stamp rally that the importance and performance ratings show how tourists value and evaluate each attribute respectively. And the method Importance-Performance Analysis is used. The result of research notes that there is a significant difference in the degree of attention, evaluation and behavioral intention of this group of four groups. The evaluation of tourist activities of the four clusters has a significant correlation with tourists' intentions. The tourists pay most attention to the commemorative stamps with local characteristics, customs, culture and sight-seeing around. The degree of attention, evaluation, and behavioral intention of the ＂heavy stamp-collecting groups＂ in the stamp rally is higher than that of other stamp-collecting groups. And visitors' evaluation to the stamp rally in the activities will affect the behavioral intentions of the tourists. The better the evaluation, the higher the willingness to participate in the future. The results of this study can be the reference for future stamp rally events. The significance of stamp rally for heavy commemorative stamp collectors as well as their evaluations and behavioral intentions are higher than the other people. Visitors' evaluations of stamp rally are positively proportional to their behavioral intentions.

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