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系統識別號 U0002-2506201223571600
中文論文名稱 節慶旅遊環境、滿意度、地方依戀與重遊意願關聯性之研究
英文論文名稱 The relationships between festivals cape, satisfaction, place attachment, and revisit intention
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生中文姓名 鄭兆景
研究生英文姓名 Chao-Ching Cheng
學號 799610364
學位類別 碩士
語文別 中文
口試日期 2012-06-02
論文頁數 37頁
口試委員 指導教授-吳坤山
指導教授-張敬珣
委員-和家慧
委員-張雍昇
中文關鍵字 節慶旅遊環境  滿意度  地方依戀  重遊意願 
英文關鍵字 festivals cape  satisfaction  place attachment  revisit intention 
學科別分類 學科別社會科學管理學
中文摘要 本研究藉由文獻回顧與問卷調查法探討節慶旅遊環境、滿意度、地方依戀、與重遊意願之間的關聯性,其中地方依戀由地方認同、地方依賴、及情感依附共同組合而成。本研究主要以曾經到訪墾丁春吶節慶活動之遊客為研究對象,總計發放250份問卷,回收198份,剔除因填答不完整之無效問卷共有15份,實際有效問卷為183份,有效問卷回收率73.2%。透過敘述性統計、信效度分析及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析,其主要研究結果如下:
1.節慶旅遊環境品質正向影響遊客消費滿意度。
2.遊客的滿意程度愈高,其對旅遊地方認同愈高。
3.遊客的滿意程度愈高,其對旅遊地方依賴愈高。
4.遊客的滿意程度愈高,其對旅遊情感依附愈高。
5.遊客對旅遊地方認同愈高,其重遊旅遊地意願愈高。
6.遊客對旅遊地方依賴愈高,其重遊旅遊地意願愈高。
7.遊客對旅遊地情感依附愈高,其重遊旅遊地意願愈高。
最後,依據研究結論,提供恆春地區旅遊發展有關當局參酌。
英文摘要 This study reviews extant literature and conduct empirical analysis to examine the relationships between festivals cape, satisfaction, place attachment, and revisit intention. Place attachment is composed of place identity, place dependent, and affective attachment. The people who have been to Kenting to participate Spring Scream are research target of this study. After 250 questionnaire were distributed, we retrieved 183 usable samples. The quantitative research method including descriptive statistics, validity analysis, reliability analysis, and structural equation modeling (Partial Least Square method) were then conducted for data analysis. The main empirical results are as followings:
1.The quality of festival scape is positively associated with customer satisfaction.
2.Customer satisfaction is positively associated with place identity.
3.Customer satisfaction is positively associated with place dependent.
4.Customer satisfaction is positively associated with affective attachment.
5.Customers’ place identity is positively associated with revisit intention.
6.Customers’ place dependent is positively associated with revisit intention.
7.Customers’ affective attachment is positively associated with revisit intention.
The tourism related institute of Hengchun could refer to the empirical results of this study.
論文目次 目 錄 I
表目錄 II
圖目錄 III
第一章 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 研究流程 2
第二章 文獻探討 4
第一節 節慶旅遊環境 4
第二節 滿意度 5
第三節 地方依戀 6
第四節 重遊意願 7
第三章 研究方法 9
第一節 研究架構 9
第二節 研究變項操作性定義與衡量 11
第三節 研究對象與範圍 14
第四節 資料分析方法 14
第四章 資料分析結果 16
第一節 樣本結構分析 16
第二節 研究變項之因果關係 19
第五章 結論與建議 24
第一節 結論 24
第二節 管理意涵 26
第三節 研究限制 27
參考文獻 28
附錄一 正式問卷 36

表目錄
表3-1 節慶旅遊環境屬性之衡量題項 11
表3-2 滿意度定義之衡量題項 12
表3-3 地方依戀定義之衡量題項 12
表3-4 重遊意願之衡量題項 13
表4-1 性別統計 16
表4-2 年齡統計 17
表4-3 教育程度統計 17
表4-4 職業別統計 17
表4-5 月平均所得統計 17
表4-6 居住地統計 18
表4-7 旅遊同伴統計 18
表4-8 到訪墾丁春吶次數(含本次)統計 19
表4-9 至墾丁春吶停留天數統計 19
表4-10 研究構面之信效度表 21
表4-11 相關係數矩陣 22
表4-12 研究模型路徑分析結果表 23

圖目錄
圖1-1 研究流程圖 3
圖3-1 本研究架構 9
圖4-1本研究相關變數之因果關係路徑 23
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