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題名：節慶活動品質、遊客滿意度及忠誠度之研究--以2008、2009臺中燈會為例
書刊名：觀光旅遊研究學刊
作者：李君如 引用關係
作者(外文)：Li, Chun-ju
出版日期：2010
卷期：5:2
頁次：頁29-49
主題關鍵詞：節慶活動品質；遊客滿意度；忠誠度；Quality of festival；Visitors' Satisfaction；Loyalty
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(7) 博士論文(1) 專書(0) 專書論文(1)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:109
  • 點閱點閱:60
節慶活動在近幾年的台灣蓬勃發展，公私部門對其賦予提升地方形象、帶動產業發展、宣傳文化藝術、開發觀光收益等不同功能的期待。以節慶為主體的研究，多聚焦於遊客動機、滿意度與忠誠度，節慶活動能否永續發展，遊客的感受當然是關鍵要素，但若能從遊客的消費進一步瞭解活動所帶動的經濟效益，則更能完整呈現活動的執行成果。本研究以近兩年的固定節慶活動為例（2008 ＆ 2009台中燈會），以問卷調查方式探討遊客對活動品質的感受、滿意度、忠誠度及消費狀況，並分析屆期別與遊客屬性在各研究變項是否有交互作用，最後經由跨樣本的線性結構方程式確認模式的內涵與結構組成，希望以此作為相關節慶活動評估的參考模式。研究發現：1.屆期別與遊客屬性對各研究變項（節慶活動品質、滿意度、忠誠度及消費金額）之部分構面有交互影響；2.滿意度模式則達理想的模式契合度，結果顯示節慶活動品質對滿意度及忠誠度有直接影響，且滿意度對忠誠度也有直接影響；滿意度扮演中介角色。節慶活動品質不論是在滿意度，或是忠誠度之各路徑系數上皆達顯著影響效果，表示其為重要的影響因素。
With the vigorous development of festival all over Taiwan in recent years, the organizations, both public and private, hope it can meet their different expectations or needs to improve their local image, industrial development, cultural arts transmission and tourism benefit. Generally, most of the festival activities researches focused on the visitor's motivation, satisfaction and loyalty, it's so much as important as the visitor's feelings in the sustainable festival activities development; however, it is more complete to reflect the achievement from the views of visitors' expense to analyze the economic benefit deriving from the festival activities. Taking the 2008 & 2009 Taichung Lantern Festival as the examples, this research tried to explore the visitors' feelings, satisfaction, loyalty and expense in the activities by means of questionnaire survey, and realize the interaction between different years and different attribute of visitors, as well as recognize the meaning and structure of the model eventually through Linear Structural Equation Model with the multi-sample analysis, the research was expected to establish a model which can provide the reference to the related festival activities. Two findings are: 1) part of components of variables including festival activities, visitors' satisfaction, loyalty and expense have the influences with one another among different years and different visitors' attribute 2) Satisfaction Model fit has been reached in this research, it reveals that festival activities have direct influences on visitors' satisfaction and loyalty; besides, the visitors' satisfaction also plays the mediating role which influence on loyalty directly. The quality of festival activities, which is also the essential element, has shown its significant influence either on the path coefficient of the visitors' satisfaction or on the loyalty.
期刊論文
1.Cole, S. T.、Chancellor, H. C.(2009)。Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention。Journal of Vacation Marketing，15(4)，323-333。  new window
2.Gronholdt, L.、Martensen, A.、Kristensen, K.(2000)。Customer satisfaction measurement at post demark: Results of application of the European customer satisfaction index methodology。Total Quality Management，11(7)，1007-1015。  new window
3.Kim, Y. G.、Suh, B. W.、Eves, A.(2010)。The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals。International Journal of Hospitality Management，29(2)，216-226。  new window
4.Yuan, J.、Morrison, A. M.、Cai, L. A.、Linton, S.(2008)。A model of wine tourist behaviour: A festival approach。International Journal of Tourism Research，10(3)，207-219。  new window
5.陳弘慶、李宜錫(20060600)。高雄國際貨櫃藝術節遊客之吸引力與重遊意願之研究。運動休閒管理學報，3(1)，74-86。new window  延伸查詢new window
6.Schofield, P.、Thompson, K.(2007)。Visitor motivation, satisfaction and behavioural intention: The 2005 Naadam Festival, Ulaanbaatar。International Journal of Tourism Research，5(9)，329-344。  new window
7.Prentice, Richard C.、Andersen, Vivien A.(2003)。Festival as creative destination。Annals of Tourism Research，30(1)，7-30。  new window
8.Lee, C. K.(2000)。A comparative study of Caucasian, and Asian visitors to a Cultural Expo in an Asian setting。Tourism Management，21(2)，169-176。  new window
9.Jago, L.、Chalip, L.、Brown, G.、Mules, T.、Shameem, A.(2003)。Building events into destination branding: Insights from experts。Event Management，8(1)，3-14。  new window
10.陳璋玲、伍亮帆(20060600)。嘉義市國際管樂節活動吸引力、滿意度與忠誠度關係及願付價格之研究。旅遊管理研究，6(1)，101-123。new window  延伸查詢new window
11.鄭天明、吳國清、陳美存(20070600)。不同參與經驗之遊客對展覽型節慶的主題意象、活動吸引力、滿意度與休閒效益之影響研究--以高雄燈會為例。旅遊管理研究，7(1)，31-54。new window  延伸查詢new window
12.陳勁甫、何宜澤(2005)。事件遊客旅遊動機、活動體驗品質、滿意度與行為意向之研究--以「2004府城七夕國際藝術節」為例。餐旅暨家政學刊，2(2)，161-179。new window  延伸查詢new window
13.鄭天明、陳美存(20071200)。以節慶活動吸引力探究遊客參與動機、滿意度與忠誠度之關係：兼論不同的參與經驗。觀光研究學報，13(4)，327-346。new window  延伸查詢new window
14.Hui, Tak Kee、Wan, David、Ho, Alvin(2007)。Tourists' satisfaction, recommendation and revisiting Singapore。Tourism Management，28(4)，965-975。  new window
15.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
16.陳文英(20061200)。2006澎湖海上花火音樂季遊客的旅遊動機、滿意度與重遊意願關係之研究。嘉大體育健康休閒，5，117-127。new window  延伸查詢new window
17.Lee, Y. K.、Lee, C. K.、Lee, S. K.、Babin, B. J.(2008)。Festivals capes and patrons' emotions, satisfaction, and loyalty。Journal of Business Research，61(1)，54-64。  new window
18.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
19.Crompton, J. L.、Mckay, Stacey L.(1997)。Motives of Visitors Attending Festival Events。Annals of Tourism Research，24(2)，425-439。  new window
20.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
21.Lee, C. K.、Lee, Y. K.、Wicks, B. E.(2004)。Segmentation of festival motivation by nationality and satisfaction。Tourism Management，25(1)，61-70。  new window
22.Thrane, C.(2002)。Music quality, satisfaction, and behavioral intentions within a jazz festival context。Event Management，7，143-150。  new window
23.Chen, Ching-Fu、Chen, Fu-Shian(2010)。Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists。Tourism Management，31(1)，29-35。  new window
24.Yoon, Yooshik、Uysal, Muzaffer(2005)。An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a structural model。Tourism Management，26(1)，45-56。  new window
25.Schneider, I. E.、Backman, S. J.(1996)。Cross-cultural equivalence of festival motivations: A study in Jordan。Festival Management and Event Tourism，4(3/4)，139-144。  new window
26.Scott, D.(1996)。A comparison, of visitors' motivations to attend three urban festivals。Festival Management and Event Tourism，3(3)，121-128。  new window
27.Jun, J. W.、Lee, H.(2008)。Impacts of Events on the Brand Germany: Perspectives from Younger Korean Consumers。Event Management，11(3)，145-153。  new window
28.Li, C. J.(2006)。Review and Analysis of Academic Theses on Tourism Planning Studies in Taiwan。Asian Pacific Planning Review，4(1)，131-156。  new window
29.Saleh, F.、Ryan, C.(1993)。Jazz and knitwear: factors that attract tourists to festivals。Tourism Management，14(4)，289-297。  new window
圖書
1.Getz, D.(1997)。Event Management and Even Tourism。New York：Cognizant Communication Corporation。  new window
2.Allen, J.、Harris, R.、McDonnell, I.、O'Toole, W.(2008)。Festival and Special Event Management。John Wiley & Sons。  new window
3.Getz, Donald(1991)。Festivals, Special Events, and Tourism。New York, NY：Van Nostrand Reinhold Company。  new window
4.Jackson, R.(1997)。Making special events fit in the 21st century。State College, PA：Champaign, IL：Venture Publishing：Sagamore Pub。  new window
5.Allen, J.、O'Toole, W.、Harris, R.、McDonnell, I.(2005)。Festival and Special Event Management。Wiley。  new window
 
 
 
 
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