| 摘要: | 本研究旨在探討鹽水月津港燈節的觀光意象、滿意度與重遊意願之關係，除瞭解遊客對這三個變項的看法外，也探討不同特性之遊客對這三個變項的看法是否有顯著差異，期能將研究結果提供縣市政府舉辦類似活動時，擬訂行銷策略之參考。調查方法採用便利抽樣方式進行，總計發放350份問卷，有效回收問卷337份。根據調查所得的資料，以描述性統計、ｔ檢定、單因子變異數分析、皮爾森積差相關分析與階層迴歸分析等統計方法實施檢定分析。 研究結果顯示：1.參觀月津港燈節的遊客在觀光意象中，「覺得舉辦地（鹽水）的慶典活動吸引人」此意象分數最高。2.月津港燈節的遊客以31～40歲、已婚的遊客，有較高的接受度，而20歲以下的年輕遊客，在各個構面的平均數得分都偏低。3.遊客在「我覺得當地的公共服務設施完善」、「我對交通管制措施及停車場安排感到滿意」及「我是月津港燈節的忠實遊客」平均數都明顯偏低。 根據研究結果所提出之建議如下：一、意象之營造：與鹽水蜂炮結合，提出「看蜂炮、賞花燈」等口號，以突破大眾對鹽水只有蜂炮的認知。二、增加對年輕人的吸引力：燈節期間，除了原有的節目外，可以再邀請受年輕人喜愛的歌手或樂團表演。此外，部分花燈造型可以再更貼近生活些，避免對人生歷練不足的年輕人產生曲高和寡的現象。三、加強公共設施並持續推動月津港疏濬工作：持續推動疏濬整治，並在周邊增加遊憩設施，以宜蘭冬山河親水公園為標竿，成為親子同樂的休閒好去處。
This study aims to study the Tourism imagery, satisfaction, revisiting willingness and its relations of the Yuejin Lantern Festival in Yanshuei. Apart from understanding the tourists’ opinions about the three variables, this study also explores whether different types of tourists have distinct differences regarding the mentioned aspects, with hopes of providing references for government when developing marketing strategies while organizing similar events. The research method applied in this study involves the convenience sampling method, and has distributed 350 questionnaires, of which 337 were handed back. The information was evaluated and analyzed through statistical approaches including descriptive statistics, t-test, anova, Pearson product-moment correlation coefficient, and hierarchical regression analysis. The result of this study indicate the following: 1. Regarding the imagery of Yuejin Lantern Festival, visitors stated, “the location (Yanshuei) of the festival was interesting”, and it received the highest points in imagery. 2. The Yuejin Lantern Festival is mostly attended by married tourists aged 31 to 40 years. Younger tourists below 20 years of age are relatively scarce among all average facets. 3. The average points of tourists on “I felt the public service equipment were complete and adequate”, “I am satisfied with the traffic control measures and parking arrangements”, and “I am a loyal customer to Yuejin Lantern Festival” were distinctively lower. According to the result of this study, suggestions are as follows:1. Create imagery: Combined with the Yanshuei Beehive Fireworks and with the slogan of “Enjoying beehive fireworks long with lanterns”, this transforms the impression that Yansheui only has beehive fireworks. 2. Increase the appeal to young visitors: During the lantern festival, singer and bands that are popular among young people can be invited to the event, apart from the usual programs. 3. Improve public facilities and continue to promote the dredging work in Yuejin harbour: Continue to promote dredging and renovations, and increase entertainment facilities in the surroundings. With the Dongshan River Water Park in Yilan as the model, make Yuejin an ideal location for families and leisure. |
