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研究生:許若玫
研究生(外文):Hsu, Juo-Mei
論文名稱:慶典活動意象對目的地活動品牌影響之研究-以宜蘭國際童玩藝術節為例
論文名稱(外文):Events image on destination events brand -in case of Yilan International Children's Folklore & Folkgame Festival
指導教授:陳慧玲陳慧玲引用關係
指導教授(外文):Chen, Huiling
學位類別:碩士
校院名稱:南台科技大學
系所名稱:休閒事業管理系
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:148
中文關鍵詞:慶典活動意象目的地品牌結構方程模式
外文關鍵詞:events imagedestination events brandstructural equation modeling
相關次數:
  • 被引用被引用:3
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  • 收藏至我的研究室書目清單書目收藏:10
慶典活動為當前世界各地最受注目與歡迎之觀光潮流,IFEA(2006)指出每年全世界屬於常規性的慶典活動達一百多萬種;舉辦活動成為城市、地區及國家發展觀光的有效工具,可提升該地之知名度,創造有力且鮮明的品牌意象,吸引更多遊客參訪當地,並提供獨一無二的休閒經驗。此外,慶典活動在改善目的地意象上扮演一重要角色,全球各城市藉由慶典活動塑造城市意象,長期帶動並提升目的地競爭力,促使遊客對當地有良好印象,產生目的地品牌吸引力,而在遊客未來的旅遊決策上,發揮影響力,產生正面的行為意圖,到當地參觀旅遊。
目前慶典活動研究多著墨於衝擊、經濟效益評估等議題,本研究探討宜蘭國際童玩藝術節經由活動意象,轉化塑造並增強宜蘭地區之目的地意象,形成慶典活動目的地品牌的關係。本研究採滾雪球抽樣,受訪者為國人網路使用者,回收問卷數421份,分為參與過及未曾參與童玩節二部份加以探討,問卷有效回收率為92.87%,以李克特五點量表進行慶典活動意象及目的地品牌的衡量。統計分析方法以SPSS軟體及LISREL軟體做為資料分析工具,進行描述性統計反應原始資料特性,以項目分析、信度、效度及探索性因素分析進行意象及目的地品牌之題項篩選,再以驗證性因素分析及結構方程模式探討意象對目的地品牌影響模式驗證;根據實證研究結果提供各縣市單位慶典活動舉辦參考。以下為本研究主要研究發現:
1.參與過及未曾參與的受訪者均以女生居多,而年齡分布以21-29歲佔七成左右;教育程度為大專者超過六成;職業以學生佔三成七為最多數;超過八成受訪者為未婚;有五成左右的受訪者個人平均月收入為20,000以下;參與過活動的遊客以北部地區佔五成為最多數,未曾參與活動則以南部地區近六成為最多數。
2.參與過及未曾參與的受訪者主要獲得資訊方式為親朋好友及電視廣告,而參加過活動的受訪者也有超過二成是因為童玩節名氣;參與過活動者約有四成在過去一年內到過宜蘭從事觀光休閒活動,而未曾參與過活動者則有超過八成曾到宜蘭旅遊;過去曾參加過童玩節的次數以一次最多(65.2%)。
3.慶典活動意象的探索性因素分析結果,參加過活動的樣本可分為「舒適度」、「吸引力」及「價值」三個因素構面,解釋變異量為60.824%;而未曾參加過活動的樣本可分為「舒適度」及「吸引力」二個構面,解釋變異量為62.878%。
4.參加過及未曾參加童玩節樣本的驗證性因素分析模式結果為良好適切,可得到「目的地特色」、「目的地傳統」、「規劃完整性」三個構面。
5.針對慶典活動意象對目的地品牌的模式進行驗證,不論是參加過或未曾參與童玩節活動的樣本,經過模式修正後得到各個模式適配度指標均在理想範圍內,可驗證整體慶典活動意象及各構面的確對於目的地品牌及其構面具有正向的影響存在。
Events have long been recognized as important contributors to destination image. There is also growing agreement among scholars on its significance to destination branding which received considerable interest due to increasing competition in global tourism market. Although the importance of image and destination brand has been acknowledged, to the best of our knowledge, no empirical research has yet confirmed the direct impact of events image to destination events brand and neither identified the dimensions of destination events brand. Adopting themes raised by Jago et al. on destination brand, this study aimed to verify the relations between events images and destination branding by investigating the current images formed by Yilan International Children’s Folklore and Folkgame Festival and their effects on building Yilan as a destination events brand. The findings indicate the construct of destination events brand as 3-dimentional: unique, tradition and planning. This study also suggests that events image has positive impact on destination events brand.
摘  要 V
ABSTRACT VII
誌 謝 辭 VIII
目  次 IX
表 目 錄 XIII
圖 目 錄 XIV
第壹章 緒論 1
1.1研究背景與動機 1
1.2研究問題與目的 4
1.2.1研究問題 4
1.2.2研究目的 6
1.3研究流程 7
第貳章 文獻探討 9
2.1慶典活動的意涵 9
2.1.1慶典活動之定義 9
2.1.2慶典活動之類型 11
2.1.3慶典活動之功能與特性 13
2.2意象 16
2.2.1意象之定義與內涵 16
2.2.2意象之衡量 20
2.2.3慶典活動意象之相關研究 22
2.3目的地品牌 26
2.3.1目的地品牌之定義與內涵 27
2.3.2目的地品牌之衡量 28
2.3.3目的地品牌之相關研究 31
2.4慶典活動、意象、目的地品牌之相關研究 33
第參章 研究方法 36
3.1宜蘭國際童玩藝術節概述 36
3.2研究架構 37
3.3研究假設 38
3.4操作型定義 39
3.4.1慶典活動意象 39
3.4.2宜蘭地區目的地慶典活動品牌構面 41
3.5問卷設計 42
3.6抽樣方法 45
3.6.1樣本的選擇 45
3.6.2資料收集 46
3.7資料分析方法 47
第肆章 實證結果與討論 53
4.1描述性分析 53
4.1.1遊客社經背景分析 53
4.1.2遊客旅遊特性分析 59
4.1.3慶典活動意象之評價分析 62
4.1.4目的地慶典活動品牌之評價分析 66
4.2研究工具信度與效度分析 68
4.2.1項目分析 68
4.2.2探索性因素分析 69
4.2.3驗證性因素分析 74
4.3慶典意象與目的地慶典活動品牌之模式驗證 79
4.4綜合討論 89
4.4.1描述性分析 89
4.4.2因素分析 91
4.4.3模式驗證 93
第伍章 結論與建議 97
5.1結論 97
5.1.1描述性分析 98
5.1.2因素分析 100
5.1.3慶典意象與目的地品牌模式驗證 101
5.2研究建議 101
5.2.1慶典活動「價值」意象 102
5.2.2活動設計 102
5.2.3品牌建立與宣傳 105
5.2.4經驗傳承及策略聯盟 106
5.3後續研究建議 108
參考文獻 109
附錄一 專家問卷名單 124
附錄二 專家問卷意見彙整 125
附錄三 正式問卷 130
附錄四 項目分析結果摘要表 133
附錄五 探索性因素分析結果摘要表 137
附錄六 童玩節活動訪談摘要 141
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