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題名:節慶場域品質改善與休閒涉入對節慶活動影響之研究
作者:葉純菊
作者(外文):YEH, CHUN-CHU
校院名稱:國立雲林科技大學
系所名稱:技術及職業教育研究所
指導教授:陳斐娟
學位類別:博士
出版日期:2020
主題關鍵詞:計畫行為理論節慶場域品質休閒涉入市場區隔條件行為方法Theory of Planned BehaviorFestivalscape qualityleisure involvementsegmentationcontingent behavior method
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觀光產業的蓬勃發展,節慶活動佔有舉足輕重的地位。日月潭花火節融合音樂、花火、藝術、運動休閒及在地產業文化等形成獨特的綜合節慶,對當地的觀光產生重要影響。本研究旨在探討參與者對節慶場域品質、休閒涉入、滿意度及再遊意願之關係,檢定休閒涉入對場域品質、滿意度以及再遊意願之中介效果,並了解節慶場域品質改善,參與者增加參與次數情形。服務品質之演進,從最早的有形的產品品質,轉變成以無形的服務品質,而品質量表也從商業為主的SERVQUAL,演進至休閒產業環境相關的Servicescape,以及運動產業的 Sportscape,最後發展至觀光產業節慶活動的Festivalscape,此為本研究重要的整理與發現之一。
本研究以設計問卷,以2019日月潭花火節的參與者為調查對象,採便利抽樣方式蒐集樣本。以探索性因素分析萃取節慶場域品質5個構面,包括場地設施品質、紀念品品質、節目與環境品質、活動資訊品質、以及工作人員品質;休閒涉入則萃取為自我表達、吸引力、以及中心性三大構面。並以集群分析將節慶品質主要因素區分為活動環境與工作人員集群、全面品質要求集群、以及活動資訊與設施集群,俾利市場區隔,依照不同集群之社經背景特性,採取適當之行銷策略。其次,以多元迴歸分析發現,節慶場域品質中,紀念品品質與工作人員品質會影響參與者對日月潭花火節之需求;而休閒涉入中自我表達與中心性亦會影響參與的次數。本研究以條件行為模型詢問遊客在改善場地設施品質之交通運輸後,受訪者願意增加造訪花火節,平均願意增加1.35次。最後,以結構方程模式檢定休閒涉入是否為節慶場域品質、滿意度、以及再遊意願之中介關係,結果發現,休閒涉入在節慶場域品質與滿意度之間為部分中介,休閒涉入在節慶場域品質與再遊意願之間為完全中介。本研究的主要理論貢獻為以計畫行為理論為基礎,結合條件行為模型,探討節慶品質、滿意度與再遊意願之關係。
With the vigorous development of the tourism industry, festivals play an important role in this industry. The Sun Moon Lake Fireworks Festival combines music, fireworks, art, sports and leisure, and local industrial culture to form a unique comprehensive festival, which has an important impact on local tourism. The purpose of this research aims to explore the relationship between participants' participation in festival quality, leisure involvement, satisfaction and willingness to revisit, verify the mediating effect of leisure involvement on the quality, satisfaction and willingness to revisit, and understand the festival domain that once the quality is improved, how the number of participations increases. The development of service quality started early from tangible product quality to intangible service quality. Quality measurement has transformed from business-oriented SERVQUAL to environment-related Servicescape in leisure industry, Sportscape in sports industry, and finally to Festivalscape in festival tourism industry. This is an important literature finding of this research.
The questionnaire survey targets participants of the 2019 Sun Moon Lake Fireworks Festival as the object. Samples are collected in a convenient sampling method. Adopting exploratory factor analysis, researchers extract five main dimensions of festival field quality, including facility quality, souvenir quality, program and environmental quality, event information quality, and staff quality. Leisure involvement includes three main factors: self-expression, attractiveness, and centrality. Then cluster analysis is performed to distinguish festival quality main factors into event environment and staff cluster, comprehensive quality requirements cluster, as well as event information and facility cluster. With this segmentation, people can adopt appropriate marketing strategies according to the social and economic background characteristics of different clusters. In addition, from the result of multiple regression analysis, it is found that souvenir quality and staff quality, standing for festival field quality, will influence needs of tourists to participate in the Sun Moon Lake Fireworks festival, while self-expression and centrality in leisure involvement will also affect the frequency of visitor participation. This study uses a contingent behavior model to ask tourists about the degree of willingness to increase their visits to the fireworks festival after improving the quality of the facilities and transportation. Their willingness increase averagely 1.35 times. Finally, researchers use structural equation model to test the mediation effect of leisure involvement between the relationship of festival field quality, satisfaction and willingness to revisit. The result shows that leisure involvement partially mediates the relationship between festival field quality and satisfaction, whereas leisure involvement fully mediates the relationship between festival field quality and willingness to revisit. The main theoretical contribution of this research is to explore the relationship between festival quality, satisfaction and willingness to revisit based on the theory of planned behavior and the combination of the contingent behavior model.
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