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研究生:王舜皇
研究生(外文):Shun-Huang Wang
論文名稱:三項元宵節活動吸引力與舉辦地特性之比較研究
論文名稱(外文):A Comparative Study of Event Attractions and Destination Attributes between Different Events of theChinese Lantern Festival
指導教授:朱瑞淵朱瑞淵引用關係
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:休閒事業管理系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:105
中文關鍵詞:舉辦地特性比較性研究節慶活動吸引力元宵節
外文關鍵詞:AttractionDestination AttributesChinese Lantern FestivalFestivalComparative Research
相關次數:
  • 被引用被引用:274
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  • 下載下載:444
  • 收藏至我的研究室書目清單書目收藏:7
中文摘要
元宵節民俗活動特色,在結合觀光發展下,已成為國內最具規模、知名度最高、舉辦地點及參與人次最多的節慶觀光活動。因此,本研究共選取體驗型活動主題–台北平溪天燈、刺激型活動主題–台南鹽水蜂炮、展覽型活動主題–高雄燈會等元宵節三項活動,做為研究範圍與主題,進行比較性研究。目的在於比較三項活動內容吸引力、舉辦地特性、遊客社經背景及旅遊特性之差異,進而探討同一活動主題及整體元宵節活動遊客,對兩項因素看法之差異,並分析活動內容吸引力、舉辦地特性等兩項因素與整體活動吸引力的相關性。
調查方法採人員面對面訪談,並配合各項活動舉辦期間,進行遊客問卷調查,共計回收635份有效問卷。分析結果顯示,三項活動主題所吸引的遊客社經背景與旅遊特性具顯著差異,以刺激型主題活動與其他兩項活動明顯不同,且在整體活動吸引力獲致最高評價。其次,透過因素分析,將活動內容吸引力因素縮減為「活動主題」、「節目內容設計」、「知名度及宣傳」、「活動意義」及「活動附加效應」等五項因素;舉辦地特性則縮減為「交通停車及懦憚A務」、「觀光資源」、「住宿設備及費用」及「交通可及性」等四項因素。進一步比較分析後,三項活動主題與活動內容吸引力、舉辦地特性等兩項因素,皆具顯著差異。
經多變量變異數分析與事後檢定結果顯示,在體驗型活動主題方面,遊客社經背景及旅遊特性,僅現居住地、消息管道、類似經驗等變項,對活動內容吸引力因素看法具顯著差異,分別在「活動主題」、「節目內容設計」等構面,展現其個別差異。舉辦地特性方面,則以性別、首次參加、同行成員等變項,對舉辦地特性看法具顯著差異,分別在「交通停車及餐飲服務」、「觀光資源」、「住宿設備及費用」及「交通可及性」等四項因素」、「住宿設備及價位」等構面,展現其個別差異。
在刺激型活動主題,遊客社經背景及旅遊特性,僅不同性別,對活動內容吸引力看法具顯著差異,在「節目內容設計」構面,展現其個別差異。舉辦地特性方面,則以首次參加、計劃期間及安排其他景點等變項,對舉辦地特性看法具顯著差異,分別在「住宿設備及價位」構面,展現其個別差異。
在展覽型活動主題,遊客社經背景及旅遊特性,以教育程度、首次參加、同行成員等變項,對活動內容吸引力看法具顯著差異,分別在「活動主題」、「節目內容設計」、「附加效應」等構面,展現其個別差異。舉辦地特性方面,則以類似經驗、消息管道等變項,對舉辦地特性因素具顯著差異,分別在「交通停車及餐飲服務」、「住宿設備及價位」等構面,展現其個別差異。
整體元宵節活動方面,以性別、年齡、教育程度、婚姻狀況、職業等社經背景變項;現居住地、同行成員、消息管道等旅遊特性變項,對活動內容吸引力因素看法具顯著差異,分別在「活動主題」、「節目內容設計」、「活動知名度及宣傳」等因素,展現其個別差異。舉辦地特性因素方面,以性別、教育程度等社經背景變項;首次參加、安排其他景點等旅遊特性變項,對舉辦地特性因素看法具顯著差異,分別在「觀光資源」、「住宿設備及價位」、「交通可及性」等因素,展現其個別差異。
經多元迴歸分析結果顯示,各項活動主題與元宵節整體活動吸引力,主要構成因素仍在於活動內容吸引力因素部份,如「活動主題」、「節目內容設計」、「活動知名度及宣傳」等因素,呈現顯著相關。而舉辦地特性則以「觀光資源」、「住宿設備及價位」等特性具顯著相關。
建議未來相關舉辦及推廣單位,可針對不同活動主題所吸引的遊客屬性差異,做為市場區隔之參考依據,並利用各項活動主題與活動內容吸引力、舉辦地特性因素的差異情形,各自發展設計具特色的活動內容、表演節目等,並配合相關舉辦地特性因素下,健全活動本質,強化整體活動吸引力。

【關鍵詞】節慶活動、吸引力、舉辦地特性、比較性研究、元宵節
Abstract
The purpose of this study was to compare the difference of event attraction and destination attributes among three different activities of Chinese Lantern Festival : experienced theme activities- Taipei Pingshi Heavenly Lanterns, exciting type theme activities- Tainan Yanshuei Firing of Rocket Hives and display type theme activities- the Kaohsiung. In the mean time, it also tried to find out the relationship between event attraction、destination attributes and profile characteristics of visitors.
There are total of 635 questionnaires analyzed, and the results showed that different activities attracted different profile characteristics of those visitors. The exciting type theme activity had the most different performance from the others and gained the best evaluation. By the factor analysis, the attracted content had been extracted to five factors: Activity theme, Program content design, Reputation & promotion, Activity meaning and the Extra activity services. The destination attributes as well be extracted to four factors: Parking & food service, outstanding scenery, the hospitality equipment & expenses and the availability. With further comparative analysis, it came out that the conspicuous difference from the three theme activities & the two factors.
The Multivariate analysis of variance presented the result that different profile characteristics of visitors have obvious difference in some variables in the same activity theme. The whole Chinese Lantern Festival gained the conspicuous difference in profile characteristics of visitors, also some did the same in tourist character. In the entire attraction analysis, no matter single activity theme or the entire festival, most of the variables showed no significant difference in content attraction ,and in destination attributes.
Therefore, this research suggests the relative host and promoting operator to take reference note from the different tourist kinds attracted by different activity themes to market segmentation in the future. And uses the difference among the each activity theme the content attraction and destination attributes to design the special activity & the performance programs. Furthermore, by coordinate with the destination attributes to complete the activity character and strengthen the entire activity attraction.
【keywords】festival ,attraction ,destination attributes ,comparative research,
Chinese Lantern Festival
目 錄
中文摘要----------------------------------------------------------------------Ⅰ
英文摘要----------------------------------------------------------------------Ⅲ
謝誌--------------------------------------------------------------------------Ⅳ
目錄--------------------------------------------------------------------------Ⅴ
表目錄------------------------------------------------------------------------Ⅶ
圖目錄------------------------------------------------------------------------Ⅸ
第一章 緒論-------------------------------------------------------------01
第一節 研究背景---------------------------------------------------------01
第二節 研究動機---------------------------------------------------------04
第三節 研究目的---------------------------------------------------------07
第四節 研究範圍與限制---------------------------------------------------08
第五節 三項活動主題概況-------------------------------------------------10
第二章 文獻回顧---------------------------------------------------------13
第一節 節慶活動之意涵---------------------------------------------------13
第二節 活動內容吸引力之探討---------------------------------------------16
第三節 旅遊目的地特性因素之探討-----------------------------------------22
第四節 不同活動類型遊客社經背景與旅遊特性之比較-------------------------26
第三章 研究方法---------------------------------------------------------29
第一節 操作型定義-------------------------------------------------------29
第二節 研究架構---------------------------------------------------------31
第三節 研究假說---------------------------------------------------------32
第四節 研究設計---------------------------------------------------------34
第五節 分析方法---------------------------------------------------------38
第四章 實證分析結果與討論-----------------------------------------------40
第一節 遊客社經背景及旅遊特性之分析-------------------------------------40
第二節 活動內容吸引力及舉辦地特性之比較分析-----------------------------53
第三節 遊客屬性與活動內容吸引力因素之差異性分析-------------------------59
第四節 遊客屬性與舉辦地特性因素之差異性分析-----------------------------71
第五節 元宵節整體活動吸引力之分析---------------------------------------81
第五章 結論與建議-------------------------------------------------------86
第一節 研究結論---------------------------------------------------------86
第二節 研究建議---------------------------------------------------------89
參考文獻-----------------------------------------------------------------96
附錄一:問卷------------------------------------------------------------102
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