| 摘要: | 本研究乃探討參與嘉義市國際管樂節活動民眾的滿意度、忠誠度及吸引力的關係及民眾的願付價格。本研究採問卷調查方式，對參與第14屆嘉義市國際管樂節的民眾進行資料蒐集，共得1,187份有效問卷。資料分析的方法有描述性統計、單因子變異數分析、因素分析、信度分析及線性結構方程式。研究結果發現：1.遊客以女性、年齡在20歲以下、專科大學、居住於嘉義縣/市為居多。2.旅遊行為以「2天以上」、第1次參加居多。3.民眾每塲演奏以「200元」、套票制「300元」、最多願付額「301~500元」為居多。4.參與民眾對管樂節活動的場地設施安排在滿意度及吸引力變項的衡量上分數最低，顯見民眾對於管樂活動的場地安排最為不滿意。5.十四項參與動機問項以「休閒娛樂」、「增加欣賞表演藝術鑑賞能力」、「追求臨場感」三項平均數最高。經因素分析，動機可分為「藝術情感」、「藝術培養」、「藝術偏好」及「藝術推廣」等四個因素構面。6.在節慶活動吸引力、滿意度與忠誠度關係模式方面，實證結果發現：參與動機對吸引力有顯著的正向影響；行前期望對吸引力有顯著的正向影響；吸引力對滿意度有顯著的正向影響；吸引力對忠誠度有顯著的正向影響；行前期望對滿意度無顯著影響；實際體驗對滿意度有顯著的正向影響；滿意度對忠誠度有顯著的正向影響。
The purpose of this research is to study the relationship among attraction, satisfaction and loyalty and visitors' willingness to pay-a case of Chiayi International Band Festival. A structured questionnaire was designed to collect the empirical data from the visitors of the 14th Chiayi International Band Festival and a total number of 1,187 valid samples were obtained. The data were analyzed by using descriptive statistics, one-way ANOVA, factor analysis, reliability analysis and LISREL. The results are as following：1. Most respondents are female, under 20-year old, college students, and live in Chiayi City of Chiayi County. 2. Most respondens spent more than two days in taking part in the festival and have their first participation. 3. Most respondents have the WTP of 200 dollars for each performance, of 300 dollars of the set tickets for the whole indoor performance, and of 301-500 dollars spent on the festival. 4. In the measurement of satisfaction and attraction of the festival, visitors marked the lowest grades on the item of facility arrangement. 5. Among 14 particpation motivation items, ‘leisure and recreation’, ‘enhancing the ability to appreciate performance art’, and ‘enjoying a live performance’ are three highest motivations. By using factor analysis, four motivation factors were estracted and named as ‘art emotion’, ‘art cultivation’, ‘art preference’, and ‘art promotion’. 6. By using LISREL, the resutls showd that participation motivation and pre-trip expectation, respectively, have significant effect on attraction; attraction has significant effect both on satisfaction and loyalty; pre-trip expection has no significant effect on satisfaction, but on-site experience has significant effect on satisfication; satisfication has significant on loyalty. |
