觀光節慶活動對遊客之吸引力、服務品質與遊客滿意度及忠誠度關係之研究－以三義木雕國際藝術節為例

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 987654321/22035

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Title:	觀光節慶活動對遊客之吸引力、服務品質與遊客滿意度及忠誠度關係之研究－以三義木雕國際藝術節為例
Other Titles:	The Relationships among the Popularity of Tourist Attractions,Quality of Service, Customer Satisfaction and Customer Loyalty--A Case Study of The International Sanyi Wood Sculpture Festival
Authors:	林怡君 Lin, Yi-Chen
Contributors:	旅遊事業管理學研究所沈進成 Ching-Cheng Shen
Keywords:	吸引力;服務品質;節慶;滿意度;忠誠度 Festival;Attraction;Service Quality;Loyalty;Satisfaction
Date:	2005
Issue Date:	2015-07-28 13:43:03 (UTC+8)
Abstract:	本研究以參與2004三義木雕國際藝術節活動之遊客為主要研究對象，期望透過問卷調查，瞭解節慶活動對遊客之吸引力、服務品質與遊客滿意度及忠誠度之關聯性。問卷調查結果共獲得432份有效問卷，採用描述性統計分析、因素分析、單因子變異數分析、逐步多元迴歸分析、相關分析及I.P.A.分析等統計方法進行資料分析，經實證結果得到以下幾點結論：　1.受訪遊客以21∼30歲的年輕族群為數最多，女性多於男性；居住地的分布以北部地區為主；大多數的遊客都是全程體驗三義木雕國際藝術節活動，且是個適合全家及朋友共同出遊的一個好的選擇。2.三義木雕國際藝術節活動是以「放鬆心情，紓解壓力」、「觀賞地方文物，木雕藝術品展示」、「因為活動本身免費參加」、「因為活動內容(主題)感覺很特別、有趣」及「適合親朋好友一同出遊」為吸引遊客的主要因素。3.遊客對於行前期望期待最高的分別為「獲得身心放鬆的體驗」、「各項商品的消費價格」、「餐飲之口味與質感」。遊客對於實際體驗後感到最滿意的分別為「獲得身心放鬆的體驗」、「提供休閒活動的去處」、「感受熱鬧的節慶氣氛」。4.性別、年齡、教育程度、婚姻狀況、平均月收入、居住地、資訊來源、停留時間、旅遊花費及購買木雕品或紀念品之不同的遊客，在吸引力構面上有顯著差異。性別、年齡、教育程度、職業、婚姻狀況、居住地、資訊來源、前往其他的觀光景點、旅遊花費及購買木雕品或紀念品之不同的遊客，在滿意度構面上有顯著差異。性別、年齡、教育程度、職業、婚姻狀況、居住地、來訪次數、資訊來源、前往其他的觀光景點及購買木雕品或紀念品之不同的遊客，在忠誠度構面上有顯著差異。5.經由I.P.A.分析得知遊客最滿意於「現場安全措施」及「活動表演的品質」，而「停車空間」、「餐飲之口味與質感」及「滿足當地小吃的口慾」為最需要改善之關鍵因素。另透過逐步迴歸分析得知，「節慶體驗」行前期望與「場地規劃」、「環境設施」、「餐飲品質」及「產品宣傳」等實際體驗，這五項因素與遊客滿意度具有顯著相關。且「節慶體驗」行前期望及「產品宣傳」實際體驗等二項因素也與遊客忠誠度具有顯著相關。6.整體而言，受訪遊客對三義木雕國際藝術節活動的體驗感受，普遍感到滿意，並具有非常高的忠誠度。遊客不但重遊率高，而且樂於向他人推薦三義木雕國際藝術節活動。7.本研究提出幾點建議：(1)加強三義木雕國際藝術節慶活動之行銷 (2)提供更完善軟硬體設施 (3)培養專業能力，提昇員工服務品質 (4)強化活動內容吸引力。本研究結果可提供國內觀光旅遊業產、官、學各界於未來從事規劃興辦相關節慶活動之參考。　　This is an analytical study that focuses on The International Sanyi Wood Sculpture Festival of 2004 (this event will be referred to as ＂Sanyi Festival＂ henceforth in this paper). It is the author’s intent to conduct a research to verify and understand the attractiveness of Sanyi Festival for the tourists --- whether in terms of services quality, satisfactioin ratings, and customer loyalty factors. In this study, the effective answered questionnaires were 432 pieces, and the results were tabulated with various statistical means. These statistical methods applied in this study include: descriptive statistical analysis, factor analysis, one-way ANOVA, multiple regression, Pearson Correlation Analysis, and I.P.A. 　1. Based on the result of these statistical inquries, several factors can be considered as the main defining demograhpic evidence for Sanyi Festival. Gender: majority of those surveyed are female. Age: age group between 21-30 years old. Geography: most of the visitors live in northern Taiwan area. Other relevant facts: Most of the visitors have gone through the entire festival events. In addition, most of the visitors have came to this festival with family embers.2. Based on the results of those surveyed, Sanyi Festival's main attractions are spectacular sight-seeing places which has great recreational value. According to the respondents’ answers, the reasons why Sanyi Festival attract tourists include This event is helpful in psychological relaxation and relieve stress ”,“This event serves to promote local cultural products such as wood carvings and sculptures.” “Admission is free.” “The theme of this event is special and interesting” “This event is suitable for weekend family outings.”3. Furthermore, Sanyi Festival also fulfilled the expectations of the visitors in many ways . According to the results of the survey, tourists’ pre-visit expectations are ranked in order as follows: “This event is helpful in acquiring experiences of relaxation ”, “This event helps tourists understand and appreciate the artworks and the price level in this particular segment of the art market.” “This event helps tourists taste the new food items offered by this local market.” Tourists’ most satisfactory experiences after completion of visit are ranked in order as follows: “This event is helpful in acquiring experiences of relaxation ”This event provides places for leisure activities”, “This event makes you feel the heated atmosphere of festivals”.4. On the whole, there are several important factors used for the variables in this study such as gender, age, educational level, occupation, marital status, average monthly income, locations of residence, source of promotional info, average length of stay, expenditures on this event, and purchasing power of an average visitor. For the factors that affect the overall satisfaction rating are: gender, age, educational level, occupation, marital status, location of residency, source of promotional info, alternative tourist destinations, gross travel expenditures, and the willingness to purchase souvenirs. As for the major factors that predispose the customer loyalty factors, they are similar to those that affect overall satisfaction rating.5. If we narrow down the satisfaction level specifically via the lens of I.P.A. analysis, then the most important factors that can alter such ratings are: 1. The safety equipment and emergency evacuation system within the facility. 2. The quality of live stage shows presented in the festival. 3. The availability of parking spaces. 4. The quality of food provided in the festival compound. Proper promotion and advertisement of unique local cultural flavors are very important. Considering the fact that event promotion can play an intricate role in elevating visitors' expectation, so we must look at how these two factors intercorrelate with each other as well. If the same approach is taken by using multiple regression analysis, the factors that influence the visitors' satisfaction levels can be taken in these question format: How was the tourists’ overall feeling and appeal towards the entire Sanyi Festival experience? How well did the facility planning meet the visitors' expectations? Did the overall event environment made visitors feel comfortable? Were both the quality and quantity of food service and variety adequate? Was the all-around marketing and promotional campaigns of Sanyi event effective? And the two factors which include “event experiences of pre-visit expectation” and “product publicity campaign of real experiences” are closely related to customer loyalty. 6. Having asked these questions, the author of this study found that surveyed visitors' responses were quite positive. On the whole, visitors to Sanyi Festival were satisfied with this event and were willing to return to the same event in the future. Furthermore, they are also very willing to recommend this even to others via the word-of-mouth communication channel.7. After conducting this study, there are a few recommendations that can be made to further improve this event for the future: 1. Sanyi Festival's promotional campaign must be done in a wider scope in order to attract more visitors. 2. If possible, the event facilities should be enlarged and more activities and more pieces of hardware should be added in the future. 3. Further training for the rank and file to cultivate professionalism in event organization should be considered as the priority. 4. The management should foster and encourage more creativity in the activities and live stage shows in this event. Note: This study can be used as the reference for those related to tourism industry, whether they are related to private companies, governmental agencies, and/or academic institutions that might be involved in the plannings and operations of such event in the future.
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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