臺灣博碩士論文加值系統

本研究欲探討雲林褒忠馬鳴山鎮安宮吃飯擔遊客對參與體驗及重遊意願的感受，探討各構面之間的關係。研究對象以參與過吃飯擔活動之遊客，研究方法採用google問卷調查，於2020年2月進行問卷發放與回收，共計發放400 份，刪除無效問卷12份，有效問卷388 份，並使用SPSS for Windows 24.0 軟體進行資料分析。結果顯示:男性居多，佔53.6%；月收入以2萬~4萬為多數，佔40.5%；居住地以雲林地區最多，佔75%；多數遊客已結婚最多，佔51.3%。結果：(1)遊客不同變項在參與體驗與重遊意願上有顯著差異；(2)參與體驗對重遊意願呈現正向影響。

The purpose of this study was to understand the feelings of participation experience and revisiting intention of Meal Burden Festival activities at Yulin Baozhong Ma-Min-San Zhen-An Temple, and also to explore the relationship between the various aspects. This research object is tourists who have visited the Meal Burden Festival as the research object. The research method used Google questionnaire survey. A total of 400 questionnaires were issued and collected in February 2020. there were 400 visitors filled the questionnaires, deleted 12 invalid and left 388 valid. The collected data used the SPSS 24.0 for Windows to analyze. The results revealed majority of participants were: male (53.6 %); monthly income NT$20,000~40,000 (40.5%); place of residence Yulin (75%); married(51.3%). The results of the study found: (1) Demographic variables partially had significant differences on participation experience, and revisiting intention. (2) Particpation experience had the positive effect on revisiting intention.

Keywords：festival , participation experience, revisiting intention

摘要 i
ABSTRACT ii
目錄 iii
表目錄 iv
圖目錄 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究問題 2
第四節 名詞解釋 3
第貳章 文獻探討 4
第一節 參與體驗 4
第二節 重遊意願 6
第參章 研究方法 7
第一節 研究架構 7
第二節 研究流程 8
第三節 抽樣方法 9
第四節 研究工具 9
第肆章 研究結果 15
第一節 遊客背景資料與變項分析 15
第二節 不同背景變項遊客在參與體驗上的差異情形 18
第三節 不同背景變項在遊客重遊意願上的差異情形 26
第四節 參與體驗與重遊意願之影響 30
第五節 研究假設驗證 31
第伍章 結論與建議 32
第一節 研究結論 32
第二節 研究建議 33
第三節 研究限制 34
參考文獻 34
附錄 37
附錄一 預試問卷 37
附錄二 正式問卷 40

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