傳統宗教節慶之參與動機、滿意度與行為意圖之關係研究

An exploring of relationship among non-residents’ motivation, satisfaction and behavior intention

傳統宗教節慶已逐漸成為觀光的地圖索驥，受到觀光客的凝視，成為觀光吸引力的一環。宗教祭典最核心的價值在於它蘊涵了在地文化探索，本研究以2012年屏東東港、小琉球及南州等三地之迎王祭典為範圍，探究遊客參與迎王祭典之參與動機、滿意度及行為意圖之關係。結果發現，參與動機包含「特殊節慶吸引力」、「新奇」、「文化探索」、「逃離」、「朋友齊聚」等五項動機，而「特殊節慶吸引力」的解釋力最高，是最主要驅使遊客前往的動機因素。迎王祭典之參與動機、滿意度及行為意圖三者存在著部分中介的關係，參與動機能直接影響行為意圖；但是，若透過滿意度間接影響行為意圖的效果卻較直接影響為佳，突顯滿意度在迎王祭典扮演的重要角色，作為舉辦單位的策略運用。

An important religious ceremony in Southern Taiwan Ping Tung Country, King Boat Festival, had held a century. It has become a tourism attraction, tourist gaze. The purpose of this paper was to explore the non-residents’ motivation, satisfaction and behavior intention. The results revealed that five non-residents’ motivations dimensions, with festival/event attraction, novelty, culture, escape, and friend together. Furthermore, satisfaction level is an indicator, which mediate between relationship motivation and behavior intention.