應用計畫行為理論實證節慶活動遊客心理驅策力影響重遊意願──以阿里山櫻花季為例

The Application of Theory of Planed Behavior to The Relationships among Tourist Motivation Force, Perceived Value, Customer Satisfaction and Revisit Intention －A case Study of the Alishan Cherry Blossoms Festival

本研究目的以應用計畫行為理論探討「阿里山櫻花季」節慶活動遊客心理驅策力，實證分析消費者旅遊動機、知覺價值、遊客滿意度、重遊意願的相互影響。研究發現過去少有文獻研究對「阿里山櫻花季」節慶活動提出具體行銷建議。研究主題從綜合分析及批判既有文獻理論回顧發展，以建立研究架構與提問，總計發放問卷170份，實際有效問卷為150份，有效回收率為88.23%。研究運用描述性統計、因素分析、T檢定、單因子變異數分析（ANOVA）及皮爾森（Pearson）相關係數分析，經研究實證結果提供SWOT分析及建議，藉以作為公部門或是專家學者未來擬定政策，及業界發展行銷策略參考。

This study explores the drivers of motivation of the tourists in the Alishan Cherry Blossoms Festival by the Theory of Planed Behavior. The results show that tourist’s travel motivation, experience perceived value, satisfaction, and purchase intention.We find that there are few researches to explore the marketing strategies for the Alishan Cherry Blossoms Festival. The research topic contains the subject through synthesize、analyze and critical literature review, and establish the framing a stronger context of the study. We collect Total 170 questionnaires.The vailid samples were 150(88.23%). We use Descriptive Statistics Analysis、Factor analysis、t-test、One-Way Analysis of Variance、 Pearson correlation analysis.The Empirical research results and recommendations are made as SWOT analysis for the government concerned to form tourism policy and for the industry and related academic institutions to plan marketing strategies.