题名

節慶活動遊客價值量表的建構與驗證～以中台灣燈會為例

并列篇名

Constructing and Verifying the Values Scales for Festival Visitors: the Example of Central Taiwan Lantern Festival

DOI

10.7060/KNUJ-HA.201206.0091

作者

李君如(Chun-Ju Li)

关键词

節慶活動 ； 價值 ； 量表 ； 燈會 ； Festival ； value ； scale ； Lantern Festival

期刊名称

高雄師大學報：教育與社會科學類

卷期/出版年月

32期（2012 / 06 / 01）

页次

91 - 112

内容语文

繁體中文
中文摘要

本研究依據Sheth、Newman和Gross之消費價值理論發展出衡量節慶活動遊客價值的量表，以驗證性因素分析將原29題縮減為17題；經由競爭模式的考驗發現五因子斜交模式為最佳模式。模式通過外在品質之檢定，內在結構適配的評鑑亦顯示該模式具有合理的聚合效度、區別效度及良好的信度。研究以2010年的中台灣燈會參與者為對象，將受訪樣本分為測定樣本與效標樣本，交叉效度結果顯示模式具相當穩定性；再以2011年的燈會參與者資料作效度延展性之檢定，亦符合群組恆等性。研究結果認為本量表可作為衡量節慶活動遊客價值的有效工具。
英文摘要

Based on the theory of consumption value which was propounded by Sheth, Newman and Gross, this research developed the value scale of festival visitors, and the confirmatory factory analysis was used to diminish 29 questions from five dimensions to 17 questions; therefore, correlated five-factors model is the best one which was tested by competing model. After examining this model, both outside quality and inside structural adjustment were approved; meanwhile, it also possesses convergent validity, discriminate validity, and good reliability. The participants from 2010 Central Taiwan Lantern Festival were used as research subjects which were divided into the determination sample and criterion sample, and the result of cross-validation shows the model is quite stable; moreover, the data of participants from lantern festival in 2011 was used to examine the validity extension, which conforms to the group mean as well. This value scale could judge the value of festival visitors effectively.
主题分类 人文學 > 人文學綜合
社會科學 > 社會科學綜合
社會科學 > 教育學
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被引用次数
  1. 蔡玲瓏(2020)。服務創新與節慶意象對遊客重遊意願之影響－以臺灣燈會為例。休閒產業管理學刊，13(1)，1-26。
  2. 曹中丞、李右婷、吳偉文(2013)。大型節慶活動之成功要素與挑戰課題～以2013台灣燈會在新竹為例。東亞論壇，479，1-14。
  3. 賴文仁、張鉯崴、張志弘(2013)。台灣燈會遊客對地區觀光意象、遊覽滿意度與口碑推薦意願之研究－以 2013 年新竹縣為例。運動休閒餐旅研究，8(4)，106-130。
  4. 李君如(2012)。手塚治虫特展之觀眾價值結構模式的建構、驗證與應用。Journal Of Data Analysis，7(6)，29-58。
  5. 李君如(2013)。觀眾價值量表的驗證與應用：以「立體書的異想世界」特展為例。科技博物，17(1)，103-131。
  6. 李君如(2013)。臺灣燈會的展示構成、遊客價值對忠誠度及城市意象之影響～兼論居民與外地者的差異分析。建築與規劃學報，14(2/3)，83-108。
  7. 李君如(2013)。特展之觀眾價值量表的驗證與應用～兼論不同遊客屬性之恆等性。Journal Of Data Analysis，8(6)，1-22。
  8. 李君如(2013)。特展之展示構成與觀眾價值―以「地球最古老的恐龍展」為例。博物館學季刊，27(3)，51-75。
  9. 李君如(2014)。大型活動的遊客價值對滿意度、忠誠度及城市意象之影響—以臺北國際花博為例。博物館學季刊，28(1)，95-121。
  10. 李君如(2014)。特展觀眾價值與性別差異的實證分析～以「GeGeGe 鬼太郎の妖怪樂園」為例。人文暨社會科學期刊，10(2)，95-110。
  11. 李君如(2014)。以多目標探討工廠開放觀光之體驗價值與參觀效益—以桃園觀光工廠為例。數據分析，9(5)，107-134。
  12. 李君如(2015)。觀光工廠之展示構成、價值與參觀效益之研究－以三家糕餅博物館為例。行銷科學學報，11(1)，85-114。
  13. 饒珮玉、鍾政偉、饒珮玉、鍾政偉(2017)。以永續觀點探討傳統型節慶活動遊客價值、滿意度與忠誠度關係之研究－以遊客特性為調節變數。Journal Of Data Analysis，12(2)，49-82。
  14. 鍾政偉,張哲維(2018)。以永續觀點探討節慶活動遊客價值、滿意度與忠誠度關係之研究－以美濃客庄節慶活動為例。休憩管理研究，5(1)，61-78。
  15. 鍾政偉、曾宗德(2014)。觀光工廠遊客環境知覺、遊客價值與遊後行為意圖關係之研究─兼論品牌認同之中介效果。島嶼觀光研究，7(4)，27-47。
  16. 鍾政偉、曾宗德(2015)。觀光工廠遊客休閒涉入、環境知覺、遊客價值、品牌認同及遊後行為意圖關係之研究。休閒產業管理學刊，8(2)，1-21。
  17. 鍾政偉、許龍池、張哲維(2013)。活動參與者休閒動機、遊客價值、滿意度與忠誠度關係之研究─以2013高雄端午國際龍舟邀請賽為例。運動休閒管理學報，10(4)，45-62。
  18. 鍾政偉、黃姿瑜、林佳蓉(2014)。居民的地方感、節慶衝擊與節慶發展態度關條之研究─以不同地區居民差異作為調節變數。Journal Of Data Analysis，9(3)，1-22。
  19. 鐘鈺鈞、黃任億、張文榮、李永棠(2015)。旅遊動機、環境態度、顧客價值與重遊意願—野柳地質公園之遊客行為分析。真理觀光學報，12，14-36。
  20. (2017)。以永續觀點探討傳統型節慶活動遊客價值、滿意度與忠誠度關係之研究─以區域差異為調節變數。Journal Of Data Analysis，12(6)，19-46。
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