事件遊客旅遊動機及活動體驗品質、滿意度、行為意向關係之研究—以「2004府城七夕國際藝術節」為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/22016

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Title:	事件遊客旅遊動機及活動體驗品質、滿意度、行為意向關係之研究—以「2004府城七夕國際藝術節」為例
Other Titles:	Investigating the Relationship between Event Visitors' Motivation, Experience Quality, Satisfaction and Behavior Intention: A Case of the 2004 Tainan International Chihsi Arts Festival
Authors:	何宜澤 Ho, I-tse
Contributors:	旅遊事業管理學研究所陳勁甫 Ching-fu Chen
Keywords:	滿意度;動機;事件;行為意向;體驗品質 satisfaction;behavior intention;event;motivation;experience quality
Date:	2005
Issue Date:	2015-07-28 13:42:39 (UTC+8)
Abstract:	事件旅遊是國內外發展及促銷目的地觀光旅遊常見的策略，過去研究較少結合體驗的觀點去衡量事件，本研究即試圖瞭解事件旅遊者的動機，活動之體驗品質、滿意度及行為意向的情形。本研究以參與「2004府城七夕國際藝術節」遊客為對象，於民國九十三年八月十五日至八月二十九日在活動現場進行便利抽樣問卷調查，共得有效問卷為237份。研究結果顯示，受訪遊客參與動機經因素分析萃取而得「文化探索」、「家庭互動」、「事件吸引」、「社交」、「逃離」、「追求新奇」等六項。事件體驗品質之評價高低則依序為感官、關聯、思考、行動、情感。在整體滿意度及行為意向上顯示中度同意。而在利用線性方程模式驗證本研究所構建之旅遊動機、體驗品質、滿意度與行為意向關係模式所得結果如下：1.旅遊動機會正向顯著影響體驗品質，對於滿意度及行為意向雖無直接顯著影響關係，卻可透過中介變項產生正向間接的影響效果。2.體驗品質會正向顯著影響滿意度，對行為意向雖無直接顯著影響關係，卻可透過滿意度產生正向間接影響效果。3.滿意度會正向顯著影響行為意向。　　Event tourism adopted by not only foreign but also domestic tourism authorities has been a common strategy for destination development and promotion. The issue of the effect of experience quality on event tourism was important but neglected. This study aims to explore the relationship between the motivation, experience quality, satisfaction and behavior intention of event visitors participating ＂the 2004 Tainan International Chihsi Arts Festival＂ held from August 15 to August 29,2004 by the Tainan City Government. A total of 237 effective samples via on –site convenient sampling was obtained. The results reveal that six motivation factors were ＂ culture exploration＂,＂ family interaction＂,＂ event attraction＂,＂ social interaction＂,＂ escape＂ and ＂ the pursuit of the novelty＂ extracted and named from the factor analysis. The perceived experience quality ranked by the visitors are the dimension of sense, relation, thought, action, feeling in a descending order. The medium degree of overall satisfaction and behavior intentions were evaluated. By using LISREL 8.52 software to resolve the structural equation model between event visitors’ motivation, experience quality, satisfaction and behavior intention, we found the results as follows. (1) The motivation has positively significant effect on experience quality. Although it doesn’t direct effect on satisfaction and behavior intention, it can produce the positively indirect influence result through the intermediary medium.(2) Experience quality has positively significant effect on satisfaction, and although not direct effect on behavior intention, but can produce the positively indirect influence result through satisfaction.(3) Satisfaction has positively significant effect on behavior intention.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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