| 摘要: | 本研究透過民眾參加汽機車聚會的旅遊休閒活動現況，以及參與後之體驗價值的滿意度，來探討民眾對該汽機車社群的認同程度是否有顯著差異，並分析之間的關聯性。以參加過車聚的民眾為研究對象，採用問卷收集相關資料，做量化的分析探討。以獨立樣本 t-test、單因子變異數分析(one-way ANOVA)、迴歸分析做統計處理。 研究結果發現： 車聚旅遊的體驗價值四個構面中，研究結果平均得分都在3.5以上，表示滿意度不錯，在趣味性中得分最高，消費者投資報酬率較低，顯示在車聚花費時間規畫、車聚花費費用收取、參加車聚耗費體力等部分，還有進步空間，規劃適當會讓車聚旅遊活動體後感更加滿意。不同背景差異部分，不同年齡的車友所喜好事物及價值觀不一樣導致滿意度及社群認同有所差異，已婚車友必須更多的配合另外一半，無法全心全意投入，滿意度相對於未婚車友較低，年紀不同對服務的要求及認知也不同。車聚旅遊對社群認同有正面影響，在車聚的體驗中，趣味性是影響社群認同程度最高的，車聚活動體驗要有趣，能夠紓解工作壓力，且能在車聚中結交新朋友等對社群認同有正面幫助。
This research explores whether there is a significant difference in the degree of people's identification with the car and motorcycle community through the current status of the travel and leisure activities of the people participating in the car and motorcycle party, and the satisfaction of the experience value after participation, and analyzes the correlation between them. Taking the people who have participated in the car gathering as the research object, a questionnaire is used to collect relevant data and make quantitative analysis and discussion. Statistical processing was performed by independent sample t-test, one-way ANOVA, and regression analysis. Results of the research: In the four dimensions of the experience value of carju tourism, the average score of the research results is above 3.5, satisfaction is good, highest score in Playfulness, lower Customer Return On Investment, it shows that there is still room for improvement in the time spent planning for the car gathering, the collection of the cost of the car gathering, and the physical strength of participating in the car gathering. Proper planning will make the car gathering travel activity feel more satisfied. Differences in different backgrounds, different age groups of riders have different preferences and values, resulting in differences in satisfaction and community recognition. Married riders must cooperate more with the other half, and they cannot devote themselves wholeheartedly, and their satisfaction is lower than that of unmarried riders. Different ages have different requirements and perceptions of services. Car Meeting Tour has a positive impact on community identity. In the experience of car gatherings, fun is the highest degree of influence on community identification. The experience of car gathering activities should be interesting, relieve work pressure, and make new friends in car gatherings. Friends, etc., positively contribute to community identification. |
