以遊客觀點建構節慶活動參與行為之研究

A Study Investigating the Development of Festive Activity Participation Behavior from the Perspective of Tourists

鍾政偉(Cheng-Wei Chung)；陳瀅如(Ying-Ru Chen)

節慶活動 ； 計畫行為理論 ； 結構方程模式 ； Special Event ； TPB ； SEM

休憩管理研究

2卷2期（2015 / 09 / 01）

43 - 56

繁體中文

近年積極推動各類型觀光節慶活動作為吸引遊客到訪的方法之一，觀光節慶活動不僅與地方文化、產業發展具有密切關係，也與觀光旅遊地點相互結合，已成為節慶活動發展的最新趨勢。本研究以Ajzen(1985)提出計畫行為理論為基礎，探討從遊客觀點對參與節慶活動行為之分析。研究對象以到訪高雄地區從事觀光活動之遊客為主，進行問卷調查，共回收有效問卷500份；並利用信度分析、相關分析以及SEM分析進行實證研究。研究結果發現：1.態度對參與節慶活動行為意圖有正向的影響；2.主觀規範對參與節慶活動行為意圖無顯著影響；3.知覺行為控制對參與節慶活動行有正向的影響。根據研究分析結果提出建議，以提供相關單位未來之參考。

In recent years, various types of tourist and festive activities have been aggressively promoted to attract tourists. Tourist and festive activities are not only closely related to industrial development, but also are integrated with tourism and travel destinations. The said has become the latest trend of development of festive activities. Based on the Theory of Planned Behavior proposed by Ajzen (1985), this study investigated and analyzed festive activity participation behavior from the perspective of tourists. This study mainly enrolled tourists visiting Kaohsiung to participate in tourist activities as the subjects to conduct the questionnaire survey. A total of 500 valid questionnaires were returned. Moreover, this study also used reliability analysis, correlation analysis, and SEM to perform empirical investigations. The research results showed that: (1) attitude has a positive influence on behavioral intention to participate in festive activities; (2) subjective norms do not have a significant influence on behavioral intention to participate in festive activities; (3) perceived behavioral control has a positive influence on participation in festive activities. This study proposed suggestions as future reference for relevant units according to the research analysis results.

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