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題名：遊客參與節慶活動擁擠成本與滿意度之市場區隔分析
書刊名：觀光休閒學報
作者：黃錦煌／蕭柏勳 引用關係／李俊鴻 引用關係
作者(外文)：Huang, Chin-huang／Hsiao, James Po-hsun／Lee, Chun-hung
出版日期：2009
卷期：15:2
頁次：頁141-161
主題關鍵詞：條件評價法；存活分析；擁擠成本；Contingent valuation method；Survival analysis；Congestion cost
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(4) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:30
  • 點閱點閱:72
擁擠會影響環境品質，降低遊客的滿意度，而不同的參與動機及滿意度程度，對於感受環境擁擠成本的願付價值也不相同。本文利用問卷調查遊客參與台灣咖啡節的動機及滿意度，以因素分析、集群分析等多變量統計方法分析遊客的知覺程度，區隔不同的遊客；同時採用條件評價法，以雙界二元選擇模型與存活分析，估計遊客的擁擠成本。研究結果顯示，遊客的休閒動機萃取出「好奇與學習」、「逃離」、「社交與家庭」與「放鬆與消遣」等四個因素構面。綠色隧道遊客的滿意度高於華山地區，而且擁擠的願付成本較低，平均每位遊客為改善塞車、停車等擁擠問題的願付金額為74元。
Congestion can adversely affect the environment quality, and influence visitor satisfaction with a recreation site. Visitors not only had different motivations and satisfaction, but also willing to pay diverse congestion cost when they participating for special festival activities. In this research, we collect the data among respondents using Likert scales, and adopt factor analysis, cluster analysis to analyze the visitors’ perception of motivation for the segmentation. This study also estimates the effects of reducing recreation event associated congestion with a recreation event, and adopting the double-bounded dichotomous choice (DBDC) contingent valuation method (CVM) and survival analysis to do so. The results have shown that motivation factors can be extracted into four component dimensions. They are curiosity/learning, escape, socialization/family togetherness, and pleasure/release motivation factors. The satisfaction of Hua-Shan travelers is greater than whom in green gallery, but has lower willing to pay of congestion cost, conversely. The median willingness to pay for reduced congestion for improving traffic jam and parking is NT$74.
期刊論文
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26.Crompton, J. L.、Mckay, Stacey L.(1997)。Motives of Visitors Attending Festival Events。Annals of Tourism Research，24(2)，425-439。  new window
27.Formica, S.、Uysal, M.(1998)。Market segmentation of an international cultural-historical event in Italy。Journal of Travel Research，36(4)，16-24。  new window
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34.Boxall, P.、Rollin, K.、Englin, J.(2003)。Heterogeneous Preferences for Congestion During a Wilderness Experience。Resource and Energy Economics，25(2)，177-195。  new window
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44.Scott, D.(1996)。A Comparison of Visitors' Motivations to Attend Three Urban Festivals。Festival Management and Event Tourism，3(3)，121-128。  new window
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會議論文
1.黃章展、李維貞(2006)。節慶活動滿意度、服務品質與重遊意願關係之探討45-46。  延伸查詢new window
學位論文
1.葉寶文(2002)。風險性之行為決策分析與其願付價值之研究。  延伸查詢new window
2.葉純菊(2005)。遊客參與臺灣咖啡節的休閒動機、休閒效益與滿意度之相關研究。  延伸查詢new window
圖書
1.McLean, D. D.、Hurd, A. R.、Rogers, N. B.(2005)。Kraus' recreation and leisure in modern society。Sudbury, Massachusetts：Jones and Bartlett。  new window
2.Driver, B. L.(1977)。Item Pool for Scales Designed to Quantify the Psychological Outcomes Desired and Expected from Recreation Participation。Fort Collins, CO：USDA Forest Service, Rocky Mountain Forest and Range Experiment Station。  new window
3.Loomis, J. B.、Walsh, R. G.(1997)。Recreation economic decisions: comparing benefits and costs。Pennsylvania：Venture Press。  new window
4.吳統雄(1990)。電話調查：理論與方法。臺北：聯經：華泰書局。  延伸查詢new window
5.Mitchell, Robert Cameron、Carson, Richard T.(1989)。Using Surveys to Value Public Goods: The Contingent Valuation Method。Washington, DC：Resources for the Future Press。  new window
6.Lawless, Jerald F.(2003)。Statistical models and methods for lifetime data。John Wiley & Sons。  new window
7.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
8.Getz, D.(1993)。Festivals and Special Events。VNR's Encyclopedia of Hospitality and Tourism。New York, NY。  new window
9.Parten, M.(1950)。Surveys, Polls, and Samples: Practical Procedures。Surveys, Polls, and Samples: Practical Procedures。New York, NY。  new window
圖書論文
1.張正英(1998)。農業產業文化發展。88年度發展農漁業產業文化計劃參考資料。臺北：農委會。  延伸查詢new window
 
 
 
 
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