博碩士論文： 遊憩動機、遊憩體驗對滿意度與重遊意願之關聯性硏究:以「六堆嘉年華」為例=The relevant research on the recreation of motive anexperience, and the volition of revisit—the case study: Liouduei Carnival
- 作者：李宜穎(Yi-Ying Li)(研究生)
- 其他作者：蔡玲瓏(ling-long Tsai)(指導教授)
- 語文：中文
- 出版者：國立屏東教育大學
- 系所名稱：文化創意產業學系
- 學位類別：碩士
- 出版日期：2011
- 畢業學年度：99
- 頁數：184
- 關鍵詞：遊憩動機、滿意度、六堆嘉年華、重遊意願、遊憩體驗、recreation motive、recreation experience、satisfaction、the volition of re-visit、Liouduei Carnival
摘要：
本研究主旨在探討「2011年六堆嘉年華」遊客之遊憩動機、遊憩體驗、滿意度及重遊意願之特性及關聯性。研究採問卷抽樣調查方式，針對「2011年六堆嘉年華」現地參訪之遊客進行施測。總計發出450份問卷，取得有效樣本404份，回收率達90%，所得資料以SPSS18.0統計軟體進行處理，採敘述性統計分析、量表信效度分析、獨立樣本T檢定、單因子變異數分析、迴歸分析等統計方法進行資料分析，研究結果歸納如下：
一、就遊客背景來看，受訪遊客「性別」以女性佔多數；「年齡」以20-29歲的
遊客人數所佔的比例最高；「婚姻狀況」以已婚有子女者居多；「教育程度」
以大學佔多數；「職業」以學生為主；「月收入」以無固定收入最多；「居住
地」則以南部地區為主。
二、就遊客特性來說，參與「六堆嘉年華」節慶活動的次數以「第一次」佔多數；同遊身份以「家人親戚者」居多；主要的交通工具以「汽機車」為主；停留的時間以「2至4小時者」較多；對於活動遊玩的目的而言，遊客以主要「參加節慶活動」為目的者人數最多；參加的活動項目類型以「六堆民間社團文化產業活動」居多；有關活動訊息的取得，則以「親友介紹者」最多。
三、綜合遊憩動機、遊憩體驗、滿意度與重遊意願有顯著相關。其中遊憩動機愈
高，「安全體驗」的數值愈高，對「遊憩環境」的滿意度，以及「重遊意願」
也就愈高；「遊憩環境」的滿意度愈高，「重遊意願」也就愈高。
四、研究結果顯示，唯「性別」在遊憩體驗之「安全體驗」達顯著差異，男性認
知程度高於女性外，其它包括「婚姻狀況」、「年齡」「教育程度」、「職業」
「收入」、「居住地」在遊憩體驗各層面沒有顯著關係。
五、在遊憩體驗五個預測變項與滿意度、重遊意願間，「生理體驗」、「知識體
驗」二個預測變項，對滿意度與遊客重遊意願有顯著的解釋力；在滿意度三
個預測變項與重遊意願間，「遊憩設施」與「公共設施」對遊客重遊意願
均有顯著的解釋力，體驗滿意度以「公共設施」變項是主要的預測變項，對
遊客重遊意願的解釋力最大。
六、根據研究結果提出討論，並針對本文研究之限制、未臻完善之處提出建議，
供日後主管機關與研究者，爾後實務應用與研究之參考。
This research primarily probes into the recreation of motive and experience, and the volition of revisit toward Liouduei Carnival in 2011. This research adopts the research method of sampling survey and investigation, surveying the tourists who visit the activity, “Liouduei Carnival in 2011”, on the spot. 450 copies of questionnaire have been made, and 404 effective copies of that have been obtained. All the acquired data are processed through the statistical software of SPSS18.0, and are analyzed through the statistical methods, including descriptive statistics analysis, scale analysis of reliability and validity, one-way analysis of variance, independent measures T test, regression Analysis, and the research result shows as the follows:
1. From the view point of tourists’ background, the survey has gathered the statistics and
integrated the majority of visitors who attend this festival:Sex: Female; Age: 20 to 29;
Marital status: The married and children-carried.Education: College; Occupation:
Student; Monthly income: Irregular income; Residence: South Taiwan.
2. Speaking of the tourist characteristics, most of the tourists attend this festival,
Liouduei Carnival, for the first time. The automobiles are taken as their main transportation. With regard to the relationship among the tourists, relatives accounts for most of the tourists. The majority of the tourists will stay in this festival for 2 or 4 hours. In view of the tourists’ purpose in this festival, they take “participate in the festival activity” as the primary purpose. The majority of the tourists participates the activity called “The activity of Liouduei culture industry and civil groups”. Most of the tourists acquire the information of this festival through the introduction from the relatives and friends.
3.There remains an obvious correlation among the recreation motive, recreation experience, satisfaction, and the volition of revisit. The higher the recreation motive is, the higher the value of “safe experience” is, which also further increases the recreation satisfaction and the volition of revisit. Besides, the higher the satisfaction of recreation environment is, the higher the volition of revisit is.
4. The research result shows that only the sex level in the security experience of recreation experience has reached the obvious divergence. Beside the fact that the degree of male recognition is higher than the, there doesn’t exist any remarkable correlation in the aspect of recreation experience, including marital status, age, education, occupation, income, and residence.
5. Among the five predicted variables, satisfaction, and the volition of re-visit in the recreation experience, mental and knowledge experience have showed an obvious
explanation for the satisfaction and revisit. Between three predicted variables of satisfaction and the volition of revisit, “recreation facilities” and “public facilities” also possess a remarkable explanation, and the satisfaction of experience primarily takes “public facilities” as the main predicted variable, which has the greatest explanation for the volition of revisit.
6. The discussion is proposed according to the research result, and the suggestion is also
recommended for the restriction and incompletion of this research, all of which will also be provided for the authorities and researchers as references of practical application and research in the future.
目錄：
中文摘要 Ⅰ
Abstract Ⅲ
目次 Ⅴ
表次 Ⅶ
圖次 Ⅸ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與待答問題 3
第三節 名詞釋義 5
第四節 研究範圍與限制 8
第五節 研究內容與流程 11
第二章 理論與文獻檢視 13
第一節 動機相關研究 13
第二節 遊憩與體驗行銷相關研究 19
第三節 滿意度與重遊意願相關研究 41
第四節 遊憩動機、遊憩體驗、滿意度與重遊意願之相關研究 52
第五節 節慶活動與六堆嘉年華 56
第三章 研究方法與設計 82
第一節 研究架構與研究假設 82
第二節 變項操作性定義 83
第三節 研究對象與蒐集資料方法 84
第四節 問卷設計與前測 86
第五節 資料分析方法與工具 91
第四章 統計分析 93
第一節 敘述統計分析 93
第二節 信度與效度分析 106
第三節 獨立樣本T檢定分析 110
第四節 單因子變異數分析 112
第五節 遊憩體驗、滿意度和重遊意願之間影響 120
第五章 結論與建議 127
第一節 研究結論 128
第二節 研究建議 132
參考書目 137
附錄一 預試問卷 149
附錄二 正式問卷 153
附錄三 2011年六堆嘉年華相關文宣品 157
附錄四 2011年六堆嘉年華系列照片 165
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