臺灣燈會的展示構成、遊客價值對忠誠度及城市意象之影響～兼論居民與外地者的差異分析

The Impact of Compositional Elements and Visitors’ Value on Loyalty and City Image in Taiwan Lantern Festival- With Special Reference to the Variance Analysis of Citizens and Nonlocals

臺灣燈會乃為一代表台灣節慶的重要大型活動，近年更吸引千萬人潮，成為許多縣市極力爭取的主體，希望趁機展現地方風華，更藉以行銷城市。本研究以2013年在新竹舉辦的「臺灣燈會」為主體，以遊客觀點出發，結合消費價值的理論視角，探討燈會的展示構成如何影響遊客價值，進而影響遊客的忠誠度及城市意象。研究經探索性因素分析將燈會的展示構成分為燈區展示、資訊與交通、表演與美食、相關服務四構面；並經驗證性因素分析確認遊客價值量表，以此為基礎建構一通過信效度檢驗並達良好配適之結構方程模式；結果顯示展示構成及價值均會影響忠誠度與城市意象，且價值具有顯著的中介效果。為進一步瞭解在地居民與外地遊客的感受是否有別，t檢定結果顯示居民在情緒、嘗新、情境價值均顯著高於外地遊客；相關分析結果則顯示與忠誠度最高相關者為嘗新價值，而與城市意象最高相關者在居民為情緒價值，而外地遊客則為功能價值。若要提升功能價值，可以強化數位資訊的提供及會場服務人員的儀容與態度；若要提升情緒價值，則可從主燈展示及踩街活動著手；而與嘗新價值相關最高者為主燈秀。 Taiwan lantern festival represents one of main Taiwanese activities, and because it attracts thousands upon thousands people to visit every year, many counties strive for holding it in order to promote regional scenery and characteristics of the city. 2013 Taiwan lantern festival in HsinChu was taken as the subject of this research, and how compositional elements impact on visitors’ value, loyalty and city image would be discussed by tourists’ view and the consumption value theory. The lantern exhibition was distinguished into four aspects by EFA, which includes exhibiting place, information and transportation, performing and food, and other services. Visitors’ value scale was confirmed by CFA, and base on the scale to construct the structural equation modeling which passed the reliability and validity analysis and the test of goodness of fit. The result showed that behavioral intentions and city image could be affected by both compositional elements and visitors’ value, and the value possesses mediate-effect. So as to interpret the local citizens’ and nonlocal tourists’ feeling are different or not, the result of t- test showed citizen’s emotional, epistemic, and conditional value are higher than nonlocal tourists. The result of correlation analysis revealed that the epistemic value correlated with the loyalty the most, emotional value correlated with city image the most to citizens, and functional value correlated with city image the most to nonlocals. Strengthening to provide digital information and service persons’ figure and attitude could increase the functional value; main lantern display and parade could increase the emotional value, and main lantern show correlated with the epistemic value the most.

Taiwan lantern festival represents one of main Taiwanese activities, and because it attracts thousands upon thousands people to visit every year, many counties strive for holding it in order to promote regional scenery and characteristics of the city. 2013 Taiwan lantern festival in HsinChu was taken as the subject of this research, and how compositional elements impact on visitors’ value, loyalty and city image would be discussed by tourists’ view and the consumption value theory. The lantern exhibition was distinguished into four aspects by EFA, which includes exhibiting place, information and transportation, performing and food, and other services. Visitors’ value scale was confirmed by CFA, and base on the scale to construct the structural equation modeling which passed the reliability and validity analysis and the test of goodness of fit. The result showed that behavioral intentions and city image could be affected by both compositional elements and visitors’ value, and the value possesses mediate-effect. So as to interpret the local citizens’ and nonlocal tourists’ feeling are different or not, the result of t- test showed citizen’s emotional, epistemic, and conditional value are higher than nonlocal tourists. The result of correlation analysis revealed that the epistemic value correlated with the loyalty the most, emotional value correlated with city image the most to citizens, and functional value correlated with city image the most to nonlocals. Strengthening to provide digital information and service persons’ figure and attitude could increase the functional value; main lantern display and parade could increase the emotional value, and main lantern show correlated with the epistemic value the most.