體驗原真性對活動滿意、地方依戀以及重遊意願的影響：以四川宜賓酒文化節慶活動為例

Effects of Experience Authenticity on Event Satisfaction, Place Attachment, and Revisit Intentions: An Empirical Study of Wine Culture Festival at Yibin, Sichuan

顏財發(Tsaifa Yen)

體驗原真性 ； 活動滿意 ； 地方依戀 ； 酒文化節慶活動 ； experience authenticity ； event satisfaction ； place attachment ； wine culture festival

島嶼觀光研究

12卷4期（2019 / 12 / 01）

57 - 80

繁體中文

城市印象會影響市民與遊客的幸福與滿意，包括實體設施、真實的行銷以及城市信譽等三個不同維度的城市印象可做為與市民遊客的溝通方式。然而，部分城市的實體設施與節慶活動缺乏新意，體驗原真性可能成為城市品牌化的問題。本研究之目的即為透過居民調查，探討酒文化節慶活動中，居民知覺的體驗原真性、活動滿意、地方依戀以及重遊意願關係。本研究透過問卷調查取得196份有效樣本，有效樣本比率約90%。研究結果發現，居民知覺的體驗原真性、活動滿意以及地方依戀皆顯著正向影響重遊意願；體驗原真性與活動滿意顯著正向影響地方依戀；體驗原真性顯著正向影響活動滿意。最後，研究建議在發展酒文化旅遊時，政府應加強酒文化旅遊基礎設施改善等。

The well-being and satisfaction of citizens and visitors are strongly influenced by the image of a city. Three different ways including the physical appearance, the actual marketing activities, and the reputation of a city of a city image can be met to communicate to citizens and visitors. However, the lack of the innovations to the physical appearance and the actual marketing activities of a city were met and the experience authenticity is likely to be the question for city branding. The objective of this study was aimed at investigating residents who has visited wine culture festival and the relationships among experience authenticity, event satisfaction, place attachment, and revisit intention of the residents. Questionnaire survey was adapted for collecting data and finally a total of 196 valid samples were received with a respond rate 90%. Finding revealed that experience authenticity, event satisfaction, and place attachment respondent perceived can positively impact revisit intentions; experience authenticity and event satisfaction respondent perceived can positively impact place attachment; and experience authenticity respondent perceived can positively impact event satisfaction. Finally, some suggestions were drawn. Such the infrastructure should be improved was recommend to the local government when developing wine cultural tourism.

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