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題名：影響臺灣民眾對地方節慶活動忠誠度及效益認知之相關因素
書刊名：運動休閒管理學報
作者：劉照金 引用關係／李晉豪／林子恩
作者(外文)：Liu, Chao-chin／Lee, Chin-hao／Lin, Tzu-en
出版日期：2011
卷期：8:1
頁次：頁32-47
主題關鍵詞：地方節慶活動；體驗行銷；涉入程度；忠誠度；效益認知；Festival events；Experience marketing；Involvement；Loyalty；Benefits cognitive
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 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:165
  • 點閱點閱:84
地方政府為因應地方經濟發展需求，並滿足國人對地方文化資源的懷舊及地方特色之行銷，對地方節慶活動之推動日漸重視，然而地方舉辦節慶活動的成敗，除了政府的規劃及相關單位的運作外，民眾對地方舉辦節慶活動的參與行為與認知狀況也是主要的影響因素，因此本研究主要目的為探討民眾對地方節慶活動之體驗行銷、涉入程度、忠誠度及效益認知的關係。本研究方法採問卷調查法，參考相關文獻發展「民眾對地方節慶活動參與意見調查表」為工具，以台灣地區居民為對象，共發出900份問卷，回收有效問卷850份，所得資料經分析結果如下：(一) 遊客忠誠度主要藉由推薦、再度參與及配合活動要求來呈現，並認為地方節慶活動可以帶來觀光產業、經濟發展及社會效益；(二) 民眾對地方節慶活動之忠誠度影響，可由反應涉入、娛樂體驗、個人因素、生活體驗及教育體驗解釋總變異量68.46%，其中以反應涉入 (佔58.34%)、娛樂體驗 (6.54%) 影響較大；(三) 民眾對地方節慶活動之效益認知影響，可由生活體驗、反應涉入、教育體驗、個人因素及娛樂體驗解釋總變異量59.04﹪，其中以生活體驗 (佔47.31%)、反應涉入 (8.13%) 影響最大。
Local governments pay more and more attention to festival events in order to develop their own economics, nostalgia culture and specialty promotions. However, the key factors for a successful festival event include not only the government and local councils’ plans and implementations, but also residents’ participating behaviors and cognitive. Therefore, the purpose of this study was to discover people’s marketing experience, involvement, royalty, and benefit cognitive towards festival events. The method of this paper included the usage of self-devised “Questionnaire of Festival Event Participations and Feedback” was developed from Literature Review as the tool. The residents in Taiwan were targeted to reveal their marketing experience, involvement, royalty and benefit cognitive among various regions. 850 out of 900 distributed questionnaires were sufficient and the data analysis can be result as the following: 1) Visitors main loyalty were showed by recommended, revisiting and cooperation activities, and that cognitive the festival events can bring the tourism industry, economic development and social benefits. 2) The variables influencing people’s loyalty towards festival events included involvement, entertainment experience, personal factors, life experience, education experience, participation rate and age as the total explained variance was 68.7%. 3) The variables affecting peoples benefit cognitive towards festival events consist of life experience, involvement, education experience, personal factors, marriage, participation rate and entertainment experience as the total explained variance was 59.4%. Life experience (47.3%) and involvement (8.1%) appeared the most influential.
期刊論文
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2.陳弘慶(20070600)。2006年全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠度之相關實證研究。運動休閒管理學報，4(1)，14-33。new window  延伸查詢new window
3.Driver, B. L.(1997)。The defining moment of benefits。Parks and Recreation，32(12)，38-41。  new window
4.Uysal, M.、Gahan, L. W.、Martin, B. S.(1993)。An examination of event motivations: A case study。Festival Management and Event Tourism，1(1)，5-10。  new window
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8.徐瓊信、陳榮文、張良漢、郭文瀚(20101200)。自行車休閒運動參與者之休閒態度、深度休閒與休閒效益關係之研究--以澎湖馬公地區為例。運動休閒管理學報，7(2)，81-99。new window  延伸查詢new window
9.Funk, D. C.、Ridinger, L. L.、Moorman, A. M.(2004)。Exploring origins of involvement: Understanding the relationship between consumer motives and involvement with professional sport teams。Leisure Sciences，26(1)，35-61。  new window
10.李俊鴻(20080600)。節慶活動遊客參與動機及經濟效益探討--以綠色博覽會為例。農業經濟半年刊，83，59-94。new window  延伸查詢new window
11.林聰哲、李世昌(20080600)。南投縣老年人休閒參與、休閒利益與休閒滿意度之研究。運動休閒管理學報，5(1)，35-56。new window  延伸查詢new window
12.郭進財、高俊雄(20081200)。大專校院優秀運動員休閒參與、自由時間管理、休閒效益與訓練效果之研究。國立臺灣體育大學論叢，19(2)，51-72。new window  延伸查詢new window
13.張孝銘、邱聯榮、施慧珉(20071000)。大湖休閒酒莊消費者消費型態、旅遊資訊來源、服務滿意度與忠誠度之調查研究。休閒暨觀光產業研究，2(1)，50-67。new window  延伸查詢new window
14.Cunningham, M. H.、Taylor, S. F.(1995)。Event marketing: State of the industry and research agenda。Festival Management and Event Tourism，2(3/4)，123-137。  new window
15.Josiam, Bharath M.、Smeaton, George、Clements, Christine J.(1999)。Involvement: travel motivation and destination selection。Journal of Vacation Marketing，5(2)，167-175。  new window
16.Pine II, James、Gilmore, Joseph H.(1998)。Welcome To Experience Economy。Harvard Business Review，76(4)，97-105。  new window
17.Driver, B. L.、Toucher, R. C.(1970)。Toward a Behavioral Interpretation of Recreation of Planning。Element of outdoor recreation Planning，12(1)，9-31。  new window
18.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
19.Backman, S. J.、Veldkamp, C.(1995)。Examination of Relationship Between Service Quality and User Loyalty。Journal of Park and Recreation Administration，13(2)，29-41。  new window
20.Janiskee, R. L.(1996)。Historic houses and special events。Annals of Tourism Research，23(2)，398-414。  new window
21.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
22.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
23.Prus, Amanda、Brandt, D. Randall(1995)。Understanding Your Customers: What You Can Learn from a Loyalty Index。Marketing Tools，2(5)，10-14。  new window
24.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
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26.高俊雄(19960300)。觀光休閒產業地方化推動模式之探討。觀光研究學報，2(1)，1-12。new window  延伸查詢new window
27.謝佩珊、陳成業(20090400)。體驗行銷策略模組、體驗價值、顧客滿意度與忠誠度關係之研究--以劍湖山世界為例。嘉大體育健康休閒，8(1)，25-34。new window  延伸查詢new window
28.許銘珊(20090400)。消費者體驗行銷、企業形象、消費滿意度與消費忠誠度之相關研究--以錦水溫泉飯店為例。休閒暨觀光產業研究，4(1)，55-67。new window  延伸查詢new window
29.Backman, S. J.、Crompton, J. L.(1991)。Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities。Journal of Park and Recreation Administration: A Publication of The American Academy for Park and Recreation administration，9(2)，1-17。  new window
30.郭進財、莊貽寧、孫美蓮(20100600)。中華職棒觀眾之涉入程度、滿意度、忠誠度與運動觀光意願之研究。運動休閒管理學報，7(1)，70-91。new window  延伸查詢new window
31.張智傑、李城忠(20101200)。樂活族休閒涉入與休閒效益關係之研究。運動休閒管理學報，7(2)，111-131。new window  延伸查詢new window
32.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
33.賴政豪、鍾志強、潘偉華(20050900)。運動健身俱樂部體驗行銷與體驗價值關係之研究：以Y運動健身俱樂部為個案研究。大專體育學刊，7(3)，101-114。new window  延伸查詢new window
34.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
35.Javalgi, Rajshekhar Raj G.、Moberg, Christopher R.(1997)。Service Loyalty: Implications for Service Providers。Journal of Service Marketing，11(3)，165-179。  new window
36.林宏恩、李陸漆、李岳修(2010)。賽會體驗、賽會忠誠度對贊助商忠誠度之影響--以2009年高雄世界運動會為例。嘉大體育健康休閒，9(1)，25-34。new window  延伸查詢new window
37.楊碗琪(2009)。大學生登山活動休閒效益衡量模式之研究。休閒暨觀光產業研究，4(1)，91-100。  延伸查詢new window
38.劉照金、劉一慧、孟祥仁(2008)。建構參舆者對臺灣地方節慶活動效益認知模式之研究。人文社會科學研究，2(2)，141-162。new window  延伸查詢new window
39.鍾政偉、邱紹一、胡秀媛(2009)。The Research of Events Benefits by Viewpoints of Tourist--The Case Study of 2006 Lotus Blossoms in Taoyuan。臺北海洋技術學院學報，2(2)，197-212。new window  延伸查詢new window
40.Kim, C.、Scott, D.、Thigpen, J. F.、Kim, S. S.(1998)。Economic impacts of a birding festival。Journal of Festival Management & Event Tourism，5(1/2)，51-58。  new window
41.Walo, M.、Bull, A.、Green, H.(1997)。Achieving economic benefits at local events: A case study of a local sport event。Festival Management & Event Tourism，3(3/4)，96-106。  new window
42.Zaichkowsky, J. L.(1986)。Conceptualising involvement。Journal of Advertising，15(2)，4-14。  new window
研究報告
1.游瑛妙、黃章展(1999)。節慶活動的吸引力與參觀者對活動品質滿意度分析：以第十一屆中華民藝華會為例。霧峰：台灣省政府交通處旅遊局。  延伸查詢new window
圖書
1.Allen, J. O.、O'Toole, W.、McDonnell, I.、Harris, R.(2002)。Festival and Special Event Management。John Wiley & Sons, Inc.。  new window
2.McDonnell, I.、Allen, J.、O'Toole, W.、Harris, R.(2004)。Festival and Special Event Management。New York, NY：John Wiley & Sons, Inc。  new window
3.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
4.Getz, Donald(1991)。Festivals, Special Events, and Tourism。New York, NY：Van Nostrand Reinhold Company。  new window
5.Bhote, Keki R.(1996)。Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability。New York：American Management Assocation。  new window
6.邱皓政(2000)。社會與行為科學的量化研究與統計分析：SPSS中文視窗版資料分析範例解析。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
7.Griffin, J.(1995)。Customer loyalty: How to earn It and how to keep It。New York, NY：Lexington Books。  new window
8.Kleinbaum, D. G.、Kupper, L. L.、Muller, K. E.(1988)。Applied regression analysis and other multivariable methods。Duxbury Press。  new window
9.葛樹人(1991)。心理測驗學。臺北：桂冠圖書。  延伸查詢new window
10.Wozniak, Richard、Hanna, Nessim(2001)。Consumer Behavior: An Applied Approach。Prentice-Hall。  new window
11.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
12.McQuarrie, E. F.、Munson, J. M.(1987)。The Zaichkowslcy personal involvement inventory: Modification and extension。Advances in consumer research。Provo, UT。  new window
圖書論文
1.Driver, B. L.、Bruns, D. H.(1999)。Concepts and uses of the benefits approach to leisure。Leisure studies: prospects for the twenty-first century。State College, Pennsylvania：Venture Publishing。  new window
2.Driver, B. L.、Brown, P. J.、Peterson, G. L.(1991)。Research on leisure benefits: An introduction to this volume。Benefits of Leisure。State College, PA：Venture Publishing, Inc.。  new window
 
 
 
 
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