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題名：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
書刊名：建築與規劃學報
作者：李君如 引用關係
作者(外文)：Li, Chun-ju
出版日期：2013
卷期：14:2/3
頁次：頁83-108
主題關鍵詞：節慶；價值；結構方程模式；Festival；Value；Structural equation modeling；SEM
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:30
  • 點閱點閱:62
臺灣燈會乃為一代表台灣節慶的重要大型活動，近年更吸引千萬人潮，成為許多縣市極力爭取的主體，希望趁機展現地方風華，更藉以行銷城市。本研究以2013年在新竹舉辦的「臺灣燈會」為主體，以遊客觀點出發，結合消費價值的理論視角，探討燈會的展示構成如何影響遊客價值，進而影響遊客的忠誠度及城市意象。研究經探索性因素分析將燈會的展示構成分為燈區展示、資訊與交通、表演與美食、相關服務四構面；並經驗證性因素分析確認遊客價值量表，以此為基礎建構一通過信效度檢驗並達良好配適之結構方程模式；結果顯示展示構成及價值均會影響忠誠度與城市意象，且價值具有顯著的中介效果。為進一步瞭解在地居民與外地遊客的感受是否有別，t檢定結果顯示居民在情緒、嘗新、情境價值均顯著高於外地遊客；相關分析結果則顯示與忠誠度最高相關者為嘗新價值，而與城市意象最高相關者在居民為情緒價值，而外地遊客則為功能價值。若要提升功能價值，可以強化數位資訊的提供及會場服務人員的儀容與態度；若要提升情緒價值，則可從主燈展示及踩街活動著手；而與嘗新價值相關最高者為主燈秀。
Taiwan lantern festival represents one of main Taiwanese activities, and because it attracts thousands upon thousands people to visit every year, many counties strive for holding it in order to promote regional scenery and characteristics of the city. 2013 Taiwan lantern festival in HsinChu was taken as the subject of this research, and how compositional elements impact on visitors' value, loyalty and city image would be discussed by tourists' view and the consumption value theory. The lantern exhibition was distinguished into four aspects by EFA, which includes exhibiting place, information and transportation, performing and food, and other services. Visitors' value scale was confirmed by CFA, and base on the scale to construct the structural equation modeling which passed the reliability and validity analysis and the test of goodness of fit. The result showed that behavioral intentions and city image could be affected by both compositional elements and visitors' value, and the value possesses mediate-effect. So as to interpret the local citizens' and nonlocal tourists' feeling are different or not, the result of t- test showed citizen's emotional, epistemic, and conditional value are higher than nonlocal tourists. The result of correlation analysis revealed that the epistemic value correlated with the loyalty the most, emotional value correlated with city image the most to citizens, and functional value correlated with city image the most to nonlocals. Strengthening to provide digital information and service persons' figure and attitude could increase the functional value; main lantern display and parade could increase the emotional value, and main lantern show correlated with the epistemic value the most.
期刊論文
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3.Carlsen, J.、Ali-Knight, J.、Robertson, M.(2007)。Access-A research agoida for Edinburgh festival。Event Management，11(1/2)，3-11。  new window
4.Grappi, S.、Montanari, F.(2011)。Therole of social identification and hedonism in affecting tourist re-patronizingbehavioxjrs: The case of an Italian festival。Tourism Management，32(5)，1128-1140。  new window
5.Taplin, R.H.(2013)。The influence of competition on visitor satisfaction and loyalty9。Tourism Management，36(2)，238-246。  new window
6.Xiao, H.、Smith, L. J.(2004)。Residents, perceptions of Kitchener-Waterloo Oktoberfest: An inductive analysis。Event Management，8(3)，161-175。  new window
7.Yang, J.、Gu, Y.、Cen, J.(2011)。Festival tourists1 emotion, perceived value, and behavioral intentions: a test of the moderating effect of festivalscape。Journal of Convention & Event Tourism，12(1)，25-44。  new window
8.Fredline, Liz、Jago, Leo、Deery, Margaret(2003)。The development of a generic scale to measure the social impacts of events。Event Management，8(1)，23-37。  new window
9.Prentice, Richard C.、Andersen, Vivien A.(2003)。Festival as creative destination。Annals of Tourism Research，30(1)，7-30。  new window
10.李君如(20140100)。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。new window  延伸查詢new window
11.Chang, J.(2006)。Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan。Tourism Management，27(6)，1224-1234。  new window
12.Long, P. T.、Perdue, R. R.(1990)。The economic impact of rural festivals and special events: assessing the spatial distribution of expenditures。Journal of Travel Research，28(4)，10-14。  new window
13.Richards, G.、Wilson, J.(2004)。The impact of cultural events on city image: Rotterdam, cultural coital of europe 2001。Urban Studies，41(10)，1931-1951。  new window
14.李君如(20120600)。節慶活動遊客價值量表的建構與驗證--以中臺灣燈會為例。高雄師大學報．教育與社會科學類，32，91-112。new window  延伸查詢new window
15.Moscardo, Gianna(2007)。Analyzing the role of festivals and events in regional development。Event Management，11(1/2)，23-32。  new window
16.Prayag, Girish、Ryan, Chiris(2012)。Antecedents of tourists' loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction。Journal of Travel Research，51(3)，342-356。  new window
17.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
18.Reynolds, William H.(1965)。The role of the consumer in image building。California Management Review，7(3)，69-76。  new window
19.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
20.Lee, Choong-Ki、Yoon, Yoo-Shik、Lee, Seung-Kon(2007)。Investigating the Relationships among Perceived Value, Satisfaction, and Recommendations: The Case of the Korean DMZ。Tourism Management，28(1)，204-214。  new window
21.Yoon, Y.-S.、Lee, J.-S.、Lee, C.-K.(2010)。Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach。International Journal of Hospitality Management，29(2)，335-342。  new window
22.Cheung, Gordon W.、Rensvold, Roger B.(2002)。Evaluating goodness-of-fit indexes for testing measurement invariance。Structural Equation Modeling: A Multidisciplinary Journal，9(2)，233-255。  new window
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26.Lee, J. S.、Lee, C. K.、Choi, Y. J.(2011)。Examining the role of emotional and functional values in festival evaluation。Journal of Travel Research，50(6)，685-696。  new window
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圖書
1.Nasar, J. L.(1998)。The Evaluative Image of the City。Sage Publication。  new window
2.Allen, J. O.、O'Toole, W.、McDonnell, I.、Harris, R.(2002)。Festival and Special Event Management。John Wiley & Sons, Inc.。  new window
3.Allen, J.、Harris, R.、McDonnell, I.、O'Toole, W.(2008)。Festival and Special Event Management。John Wiley & Sons。  new window
4.Schumacker, R. E.、Lomax, R. G.(2004)。A beginner's guide for structural equation modeling。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
5.Lynch, K.(1960)。The Image of the Cityy。Cambridge, MA：Harvard University Press。  new window
6.Sheth, J. N.、Newman, B. I.、Gross, B. L.(1991)。Consumption Values and Market Choices: Theory and Applications。South-Western Publishing Co.。  new window
7.Byrne, Barbara M.(1998)。Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming。Lawrence Erlbaum Associates。  new window
8.Kline, Rex B.(2005)。Principles and practice of structural equation modeling。New York, NY：Guilford Press。  new window
9.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
10.Byrne, Barbara M.(2001)。Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming。Lawrence Erlbaum Associates, Inc.。  new window
11.黃世輝、吳瑞楓(1992)。展示設計。三民書局。  延伸查詢new window
12.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis: A Global Perspective。Prentice-Hall。  new window
其他
1.交通部觀光局(2013)。臺灣燈會，Taiwan。，http://www.taiwan.net.tw/2013TaiwanLantem。  延伸查詢new window
圖書論文
1.Guthrie, J.、Gale, P.(1991)。Positioning Ski Areas。New Horizons Conference Proceedings。Calgary：University of Calgary。  new window
2.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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