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| 題名: | 節慶活動參與之動機、地方認同及行為意圖—以金門浯島迎城隍遶境為例 |
| 其他題名: | Motivation, Local Identity and Behavioral Intentions of Participating in Festival Activities--Taking the Kinmen Wudao City God Parade as an Example |
| 作者: | 楊世安
YANG, SHIN-AN |
| 貢獻者: | 文化創意事業管理學系
陳寶媛;楊政郎
CHEN, PAO-YUAN;YANG, CHENG-LANG |
| 關鍵詞: | 動機;行為意圖;地方認同
Motivation;Behavioral Intention;Local Identity |
| 日期: | 2021 |
| 上傳時間: | 2022-08-09 10:34:29 (UTC+8) |
| 摘要: | 現今台灣各地方產業為振興地方經濟，各類的節慶旅遊活動在台灣更是的迅速發展，不僅豐富了節慶旅遊內容與吸引力，更受到旅遊者喜愛。本研究旨在瞭解參與者對節慶活動的參與動機、地方認同與行為意圖之關係，為達成此研究目的，針對金門迎城隍活動為主，並進行網路問卷蒐集且分析相關資料，使用SPSS電腦套裝軟體作為分析資料工具，並採用描述性統計分析、信度分析、獨立樣本t檢定、皮爾森相關性分析、差異性分析等方法進行統計分析，估計出迴歸係數後，其來進行資料處理與驗證研究之假設。 研究結果顯示，所使用之題項與構面之信效度均符合研究要求，在參與動機、地方認同與行為意圖之關係方面，由迴歸分析的結果發現，發現參與金門迎城隍活動的動機會影響地方認同，分析結果顯示二者具有顯著的正向關係。地方認同也會影響到行為意圖，二者具有顯著的正向關係。參與金門迎城隍活動動機會影響行為意圖，二者間具有顯著正向關係。政策執行者未來若想要提高節慶活動的參與人數，應該深耕地方，讓民眾具有地方認同感。
Amidst the entire local industries in Taiwan today, a great variety of festival-oriented tourist programs have been developed by leaps and bounds as a means to revitalize the local economy. Those elaborately designed festival tourism programs would virtually enrich the contents and attractiveness of the festival tourism and further become the very favorites of the tourists. The present study is intended to look into the relationship among the motives that drive the participants into the programs, their consensus on the local communities as well as their behavioral intents. To accomplish such objectives, we primarily aimed at the carnival-like Wudao City-God Parade at Kinmen, an offshore island of Taiwan, accompanied with Internet online questionnaire surveys, adopting SPSS computer software package to collect and analyze the information and data concerned. We further adopted such means including notably descriptive statistical analysis, reliability analysis, independent sample t test, Pearson correlation analysis, difference analysis and other means concerned to carry out statistical analysis. After the regression coefficient is estimated, we further carried out data processing and hypothesis toward validation research. The result yielded in the present study indicates that both the adopted topics and reliability & validity in the dimensions prove well satisfactory to requirements of the present study. In terms of the relationship by and among the motives that drive the participants into the programs, their consensus identity on the local communities as well as their behavioral intents, the result of the regression analysis proves that the motivation to participate in the Wudao City-God Parade at Kinmen would influence their consensus identity onto the local communities. The analytical result further indicates a very significant positive relationship between the two. The consensus identity onto the local communities will, as well, influence the behavioral intent, with significant positive relationship found between the two. The motivation to participate in the Wudao City-God Parade at Kinmen would influence the behavioral intent, with significant positive relationship existent between the two. Participating in Kinmen County's Wudao City-God Parade has a chance to influence behavioral intentions and there is a significant positive relationship between the two. Where the personnel in charge of policy enforcement intend to boost the number of participants in the Wudao City-God Parade Carnival, they are advised to profoundly cultivate into the local communities to win added consensus from the local community people. |
| 顯示於類別: | [文化創意事業管理學系] 博碩士論文
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