六堆祈福尖炮城活動遊憩動機、滿意度與重遊意願之研究

A Study on the Recreation Motivation, Satisfaction and Re-visit Intention of Liu-dui Blessing Pole-firecrackers Beating Activities

至90年起台灣全面實施周休二日，人民的生活隨著周休假日開始重視休閒生活，無論是出國旅遊，抑或是國內旅遊，皆有著長足的提升。各地區亦逐步發展地方觀光，地方文化特色，地方文創，在地美食地圖，促使周休假日名勝地區總是遊客絡繹不絕。由此可知，休閒旅遊儼然已成為國人週休假日的重要休閒活動之一，為因應遊客活動需求，各地方政府無不積極發展地方觀光。發展觀光的主要方式包含：了解當地資源、促進資源發展、凸顯風俗文化、歷史真義傳承、自然景觀維護、結合地方特色創新發展。因此，本研究以屏東縣六堆祈福尖炮城活動為探討主軸，了解遊客參與活動的動機、滿意度與重遊意願。本研究透過問卷調查法，採取立意抽樣方式，以六堆祈福尖炮城活動遊客為主要研究對象，本研究總共發放314份，有效問卷303份，無效問卷11份，有效回收率達97%。問卷回收後以SPSS中文版統計軟體進行資料分析，研究結果顯示，不同屬性的遊客與遊憩動機、滿意度有部份差異；遊憩動機分為三個構面：「文化動機」、「人際動機」與「生理動機」；滿意度分為兩個構面：「活動環境」與「心理感受」；六堆祈福尖炮城活動遊客的遊憩動機與滿意度呈現正向相關，遊憩動機與重遊意願呈現正向相關，滿意度與重遊意願呈現正向相關。

The policy of two-day weekend has been implemented across Taiwan since 2001, which has motivated the Taiwanese people to focus on their leisure life and contributed to a significant increase in the domestic and overseas tourism. Meanwhile, all areas have gradually developed local tourism, local cultural characteristics, local cultural creativity, and local food maps, making the places of interest crowded on weekends and holidays. It is apparent that traveling has become one of important leisure activities for the Taiwanese on weekends and holidays. To meet the tourists’ demands for activities, all the local governments have spared no efforts to push forward regional tourism through the following ways – introducing local natural resources, promoting the development of literary and historical resources, highlighting customs and cultures, carrying forward historical heritages, safeguarding natural landscape, and seeking innovative development with local characteristics. Therefore, this study focuses on the Pingtung Liu-dui Blessing Pole-firecrackers Beating Activities and probes into the travel motivation, satisfaction and re-visits intention of the tourists visiting the area. With a questionnaire survey and the purposive sampling, this study took the tourists participating in the Pingtung Liu-dui Blessing Pole-firecrackers Beating Activities as the subjects. In this study, 314 copies of the questionnaire were distributed and retrieved. Of the retrieved ones, 303 were valid while 11 invalid, with a valid retrieval rate of 97%. Then, the Chinese version of SPSS was adopted to analyze the data in the retrieved copies. According to the research results, there was some difference in travel motivation and satisfaction among different tourists. Recreation motivation was divided into three dimensions, namely, “Cultural motivation”, “Interpersonal motivation” and “Physiological motivation”; travel satisfaction comprised two dimensions – “activity environment” and “Feeling”; there was a positive correlation between the recreation motivation and satisfaction of the tourists participating in the Pingtung Liu-dui Blessing Pole-firecrackers Beating Activities, between the recreation motivation and re-visit intention, and between satisfaction and re-visit intention.