節慶活動品質、活動效益、遊客滿意度及行為意願關係之研究──以台灣苗栗國際假面藝術節為例

The Relationships among Festival Activity Quality, Activity Benefits, Customer Satisfaction and Behavioral Intention－Case Study of Miao-Li International Mask Festival in Taiwan

本研究應用結構方程模式（Structural Equation Modeling, SEM）嘗試建構「節慶活動效益評估模式」，針對苗栗「國際假面藝術節」之到訪遊客為實證對象，運用線性關係模式探討影響節慶活動效益之關鍵因素，並驗證此效益評估模式之配適度與變項間之因果關係。透過測量模型分析得知，代表活動品質之構面以「交通便利性」之代表性最高，其次為「周邊資源與費用」，顯示受訪遊客對於地區所提供之公共設施與相關遊憩資源較為重視。活動效益部份，受訪遊客對於節慶活動所衍生之效益感受度最高為「地區發展」與「文化紮根」兩項。進一步透過路徑分析驗證本研究假設，結果發現「活動品質」透過中介變項「遊客滿意度」與「行為意願」對於「活動效益」皆產生正向影響，當節慶活動主辦單位所提供與活動相關的硬體設施與軟體服務越完善，則遊客在參觀活動之後，所認知的滿意度越高，後續再訪之行為意願會隨之提高，進而衍生更高的活動效益。 This study aims to propose a 「festival benefit evaluation model」 with a structural equation model. Accordingly Miao-Li International Mask Festival is selected as a research subject, and LISREL is applied to clarify factors of benefit evaluation and causality verification. The results show “the transportation convenience” represents the highest to activity quality and “the peripheral resources and expenses” second that show the interviewed visitors comparatively pay more attention to the local facilities provided by coordinator. Besides the benefits developed by this activity for visitors show two highest items as 'the local development' and “the culture cultivation”. And the path analysis results explain “Activity quality” will influence “activity benefits” via intermediary factor “visitor satisfaction” and “the behavior”. Finally the LISREL model illustrates activity organizers offering more facility and service, the visitor revisiting activity and satisfaction become higher, and consequently the activity benefits will be realized.

This study aims to propose a 「festival benefit evaluation model」 with a structural equation model. Accordingly Miao-Li International Mask Festival is selected as a research subject, and LISREL is applied to clarify factors of benefit evaluation and causality verification. The results show “the transportation convenience” represents the highest to activity quality and “the peripheral resources and expenses” second that show the interviewed visitors comparatively pay more attention to the local facilities provided by coordinator. Besides the benefits developed by this activity for visitors show two highest items as 'the local development' and “the culture cultivation”. And the path analysis results explain “Activity quality” will influence “activity benefits” via intermediary factor “visitor satisfaction” and “the behavior”. Finally the LISREL model illustrates activity organizers offering more facility and service, the visitor revisiting activity and satisfaction become higher, and consequently the activity benefits will be realized.