| 摘要: | 臺中市港區藝術中心是一座位於臺灣臺中市清水區的藝術中心，並於八十九年三月正式營運。為有效整合地方藝術資源並並塑造各地方特色，利用現有區域特色擴充成立主題式藝術館。民國九十九年十二月二十五日台中縣市合併併升格直轄市，中心改制，直屬台中市政府文化局所轄。為大臺中地區海線最重要的文化機構。本研究著重在遊客特性與服務質品質和重遊意願的關係。 本研究利用敘述性統計、卡方檢定、獨立樣本T檢定、因素分析、單因子變異數分析、相關分析與IPA分析來驗證其結果。根據研究結果，發現服務質量和滿意度創造了與行為意圖的一種顯著積極關係。研究結果顯示，女性參觀台中市港區藝術中心的比例大於男性，而年齡層於41-50歲之間的人數最多、教育程度為大學程度最多、最常使用的的交通工具為自用車。如何知道此次展覽或演奏活動資訊則是親朋好友推薦與告知為最多遊客所獲取相關資訊，在最具吸引力的是展覽主題具有教育性，最後在最有興趣的展覽種類中是繪畫類為最讓遊客感到興趣的種類。 當策略評估時，由於重要性-表現分析方法(IPA)提供了一個簡單，但有用的方法來同時顧及重要性和表現維度，這項研究使用IPA討論顧客對於服務重要性水平和顧客知覺服務質量水平之間的關係。終於，我們探討其研究結果，並從學術和管理的角度來透視，為未來的研究提供了方向。根據上文研究結果陳述，本研究之實證結果希望提供臺中市政府文化局以及各相關部門，未來於臺中市港區藝術中心相關文化展覽與推廣之施政參考。
Located in Cingshuei District of Taichung City, Taichung City Seaport Art Center formally opened to the public in March 2000. In order to integrate local art resources and develop local features, the center was established as a theme art hall. On December 25, 2010, Taichung County was merged into Taichung City. The center then became one of the institutions directly administered by Cultural Affairs Bureau of Taichung City Government. The center is the most important cultural institution in the coast areas of Greater Taichung. The focus of this study was placed on characteristics of visitors to this center and the relationship between service quality perceptions and revisit intention among them. In this study, data were analyzed using methods including descriptive statistics, Chi-square test, independent-sample t-test, factor analysis, one-way ANOVA, correlation analysis, and importance-performance analysis (IPA). Results showed that service quality and satisfaction were significantly related to behavioral intention. Among the visitors to Taichung City Seaport Art Center, female visitors outnumbered male ones, and most visitors were in the age group between 41~50 years old, having a college/university degree, and using bicycle as their main mode of transportation. When asked about how they knew the exhibition or performance, most of them responded that they were informed or recommended by friends or relatives. Exhibitions with an educational theme were most attractive to them, and drawing/painting was the category of exhibitions they were most interested in. IPA offers a simple but useful technique to evaluate the importance and performance dimensions of each attribute at the same time in evaluation of strategies. This study used IPA to explore the relationship of service importance and perceived service quality. Analyzed both from academic and managerial perspectives, the results could offer a direction for future research. The empirical results of this study were expected to be a reference for Cultural Affairs Bureau and other related departments in Taichung City Government in promotion of exhibitions and in administration of Taichung City Seaport Art Center. |
