大型活動參與者動機、滿意度與效益認知之關係探討

Exploring the Relationships among Motivations, Satisfaction, and Perceived benefits in Attending a Mega-Event

本研究以 2013 年高雄黃色小鴨展覽作為大型活動的個案探討，從大型活動之參與者觀點，瞭解遊客參與此種大型活動的動機，活動效益的認知程度及活動規劃的滿意度為何，並以路徑分析法探討參與動機、滿意度與活動效益認知之關係，是否不同參與動機對活動效益的認知以及滿意度有影響，以及效益認知與滿意度之間的關係，期能更完整解釋大型活動之遊客參與行為。研究結果發現遊客的參與動機顯著影響了其滿意度及活動效益，而其滿意度也正向影響了活動效益。亦即參與動機愈高，對活動效益的認同也會較高，相對也能增加活動滿意度。此外，滿意度在參與動機及活動效益間扮演了中介的角色，也就是遊客的參與動機對於活動效益有正面效果，有部分是來自於對遊客滿意度的影響進而產生了正面的活動效益。最後根據本研究的結果提出行銷策略的建議，提供主辦單位未來籌劃活動能創造最大的活動效益，並做為日後大型活動規劃方向以及觀光發展之參考，俾利於日後活動之籌劃能更符合參與者追求之價值，創造最大的活動效益。

Attendance and participation at special events has become an important and increasingly common experience for Taiwanese people. The purpose of this study is to understand the underlying dimensions of motivation for attending an exhibition, and to examine the the causal relationship between attendees’ motivations, satisfactions, and perceived benefits using path analysis. A survey was conducted in 2013 Giant Rubber Duck Exhibition in Kaohsiung city. The results indicate that both motivation and satisfaction have positive effects on perceived benefits. The satisfaction plays a critical role to intervene the relationship between motivation and perceived benefits. The findings may assist event organizers and local governments for marketing implications and suggestions thereby improve the design of event experiences to satisfy the needs of event attendees.