| 摘要: | 本研究以探索式因素分析，建構「搏茶會節慶動機」量表。首先透過文獻蒐集遊客參與節慶動機相關量表，將參加過搏茶會的遊客做為抽樣的對象，採用量化發放問卷方式進行研究。由於過去並未有針對「茶文化參與動機」進行的節慶動機量表，搏茶會活動辦理已有六屆，因此若能以參加嘉義搏茶會之遊客調查其參與動機，除了瞭解活動參與的客群屬性，未來並可針對其參與動機進行活動的設計，以達到精準行銷的目的。 研究結果顯示，所使用題項與構面之信效度均符合研究要求；遊客參與搏茶會的參與動機，則可區分為五類：放鬆、學習、好奇、家庭團聚、社交，以學習動機平均數為最高，次為家庭團聚動機。學習動機在人口統計變項上，在性別、婚姻狀態、年齡、教育程度、職業別、月收入及同伴關係等無顯著差異，但各變項中該構面平均數皆>4，皆為最高平均數；而在參加屆數、參加天數及印象最深變項上有顯著差異，且變項之構面平均數亦為最高。依據結果解釋學習動機為搏茶會遊客參與活動最主要的激勵因素。「家庭團聚」動機有著最大的解釋變異數，且遊客種類以已婚者為多，顯然已婚者較重視與家人同行。期望研究結果與建議提供政策執行單位，更了解遊客需求從而促進未來活動規劃參考。
In this study, an exploratory factor analysis was used to construct a scale of ”Motivation for tea party festivals”. Firstly, the related scales of tourists par-ticipating in festivals are collected through literature, and tourists who have participated in the tea party are selected as the sampling objects, and the re-search is carried out by means of quantitative distribution of questionnaires. Since there has not been a festival motivation scale for ”tea culture participa-tion motivation” in the past, the event has been held for six times. Therefore, if you can investigate the participation motivation of tourists who participated in the Chiayi tea competition, in addition to understanding the customer group who participated in the event Attributes, and can design activities in the future according to their motivation to participate in order to achieve the purpose of precise marketing. The research results show that the reliability and validity of the items and dimensions used meet the research requirements; the motivation of tourists to participate in the tea party can be divided into five categories: relaxation, learning, curiosity, family reunion, and social interaction. Number is the highest, followed by family reunion motivation. In terms of demographic variables, learning motivation has no significant differences in gender, marital status, age, education level, occupation, monthly income and peer relation-ship, but the average of this dimension in each variable is >4, which is the highest average There are significant differences in the number of sessions attended, the number of days attended and the most impressive variables, and the dimension mean of the variables is also the highest. According to the re-sults, it is explained that learning motivation is the most important motivating factor for tourists to participate in the activities. The motivation of ”family reunion” has the largest explanatory variable, and the most types of tourists are married people. Obviously, married people pay more attention to traveling with their families. It is expected that the research results and recommenda-tions will provide policy implementation units and better understand the needs of tourists to facilitate future activity planning references. |
