從居民觀點探討影響新興節慶支持關係模式之研究

A Study of constructing the Relationships of Modern Festival Support Model: Viewpoints of the Residents

10.6157/2016.8(1).4

張凱智(Kai-Chih Chang)

節慶觀光 ； 節慶效益 ； 節慶認同 ； 節慶支持 ； 居民觀點 ； Festival tourism ； Festival Benefit ； Festival Identity ； Festival Support ； The viewpoints of the residents

休閒與遊憩研究

8卷1期（2016 / 07 / 01）

151 - 191

繁體中文

新興節慶活動辦理已成公部門觀光推動重要政策，舉辦是否成功，不僅需外來遊客支持，在地居民對節慶活動肯定更是永續發展關鍵，基於關係權利人觀點在地居民角色扮演與外來遊客有著更深層意涵，然而過去研究著重在遊客觀點，對在地居民感受為何有待加以探討，成為本研究思維。本研究利用理性行為理論為基礎，建立在地居民的「節慶效益」→「節慶認同」→「節慶支持」關係模式，選擇臺東縣旺季、預算最多「臺灣熱氣球嘉年華」為研究場域，針對參與活動臺東在地居民進行發放，有效問卷299份，並透過線性結構方程式加以實證。結果發現，整體配適與區別度佳，節慶效益中地方發展效益與遊憩體驗效益皆會影響節慶認同，但是地方發展效益比遊憩體驗效益對節慶認同影響來得重要；節慶認同成為影響節慶支持重要關鍵。本研究結果驗證理性行為理論論述，主辦單位應重視在地居民看法，特別是在對地方發展部份更應重視，使得居民能認同與支持辦理新興節慶活動的觀光政策，達成節慶觀光政策能永續發展目標。

The festival provision has become an important policy for the public sectors in tourism development. Compared to tourists’ supports, the approvals of residents are more essential to organize a successful and sustainable festival based on the perspectives of stakeholders. Therefore, the main purpose of this study was to evaluate the residents’ perceptions toward the festival. Furthermore, this study aimed to develop a residents’ behavior model which include ＂Festival Benefit＂, ＂Festival Identity＂, ＂Festival Support ＂based on theory of reasoned action. A total of 299 effective questionnaires were collected from Taitung residents to ＂Taiwan International Balloon Festival＂. The empirical results of structural equation modeling (SEM) indicated that the festival identity is influenced by ＂place-development benefits＂ and ＂there creation-experience benefits＂. Additionally, Results showed that ＂place-development benefits＂ is a stronger predictor of the festival identity compared to that of ＂recreation-experience benefits＂. In terms of the overall model, the festival identity played an important mediating role. This empirical study verified the applicability of theory of reasoned action to the investigation of the behavior of residents toward local festival. In the suggestions, it is important to consider the residents’ perception and though in achieving the sustainable goal of festival tourism development by providing the festival tourism policies which could strengthen festival support and identity of residents.

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