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題名:節慶觀光、轉換意圖與旅遊行為之研究-推力、拉力、繫住力模式的觀點
作者:張俊男
作者(外文):CHANG,CHUN-NAN
校院名稱:國立高雄科技大學
系所名稱:商業智慧學院博士班
指導教授:李一民
學位類別:博士
出版日期:2022
主題關鍵詞:節慶觀光轉換意圖節慶旅遊行為推力-拉力-繫住力模式地方依戀虱目魚文化節Festival TourismSwitching IntentionTravel BehaviorPush-Pull-Mooring ModelPlace AttachmentMilkfisf Cultural Festival
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「推力、拉力、繫住力模式(Push-Pull-Mooring Model, PPM)」可以用來解釋人們對居住地轉換行為之影響因素。過去已有一些研究將PPM模式成功引入到消費者行為的研究上,但運用在旅遊轉換意圖與行為的研究尚不多見。節慶旅遊是一種新興的旅遊方式,也是觀光旅遊相關研究上新興的研究焦點。本研究運用「推力、拉力、繫住力模式」來探討節慶旅遊、旅遊型態之轉換意圖與節慶旅遊行為之間的關係。在研究方法上,本研究採用滾雪球抽樣來蒐集樣本。本研究以彌陀區虱目魚文化節為研究場域,共蒐集到496份有效問卷。資料分析模式包括:敘述性統計、項目分析、信度分析、相關分析、驗證性因素分析(Confirmatory factor analysis, CFA)、區別效度(discriminant validity)分析、線性結構方程模式(Structural equation modeling, SEM)、調節效果分析、變異數分析(ANOVA)等。實證結果顯示,推力、拉力、繫住力效果會正向影響「轉換為參與節慶活動之意圖」,「轉換為參與節慶活動之意圖」會進而正向影響節慶旅遊行為。其中,本研究將繫住力效果定義為地方依戀,繫住力效果會調節(moderate)推力效果與「轉換為參與節慶活動之意圖」之間的關係,也會調節拉力效果與「轉換為參與節慶活動之意圖」之間的關係。本研究所有的假說都獲得支持。在人口統計變數中,性別、年齡、婚姻、平均月收入、喜愛旅遊地在轉換為參與節慶活動之意圖上有顯著差異。年齡、喜愛旅遊地在節慶旅遊行為上有顯著差異。因此透過本研究的實證,將有助於台灣觀光產業發展節慶旅遊上的實質參考。本研究的實務貢獻在於釐清旅遊者轉換節慶旅遊意圖之影響因素及節慶旅遊行為之內涵。而旅遊管理當局當思考如何將地方產業特色的節慶活動與觀光旅遊相結合,讓原本會想進行其他旅遊型態的旅遊者,能夠轉換旅遊意圖進行節慶旅遊,為台灣帶來實質的觀光經濟效益與地方經濟發展。
Push-Pull-Mooring Model, It can be used to explain theinfluencing factors of people's behavior of residence change. In the past, some studies have successfully introduced the PPM model to the study of consumer behavior, but few studies have applied it to tourism conversion intentions and behaviors. Festival tourism is a rising new tourism method, and it’s a rising new research focus in tourism-related research as well. This study uses the "PPM model" to explore the relationship between festival tourism, the intention of changing tourism trends, and festival tourism behavior. In terms of research methods, this study used snowball sampling to collect samples. This study took the Milkfish Cultural Festival in Mituo District as the research field, and collected 496 valid questionnaires. Data analysis modes include: descriptive statistics, project analysis, reliability analysis, correlation analysis, confirmatory factor analysis, discriminant validity, structural equation modeling, adjustment effect analysis and analysis of variance. The empirical results show that the effects of PPM model will positively affect the "intention to participate in festival activities", and "intention to participate in festival activities"will positively affect the tourism behavior of festivals. Which the mooring effect will moderate the relationship between the push effect and the "intention to participate in festival activities", and the relationship between the pull effect and the "intention to participate in festival activities”. All hypotheses in this study are supported. Among the demographic variables, gender, age, marriage, average monthly income, and preferred travel destination were significantly different in intention to switch to participating in festivals. Age and favorite tourist destination have significant differences in festival tourism behavior. Hence, through the empirical evidence of this study, it will be helpful for the actual reference of festival tourism in the development of Taiwan's tourism industry.The biggest practical contribution of this study is to clarify the influencing factors of tourists' switching of festival tourism intention and the connotation of festival tourism behavior.The tourism management authority should think about how to combine festival activities with local industrial characteristics with sightseeing tourism, so that tourists who would like to travel other types of tourism can change their travel intentions for festival tourism and bring substantial tourism economic benefits to Taiwan and local economic development.
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