觀光節慶活動地方行銷策略與滿意度關係之探討──以新竹風箏節為例

A Study on the Relationship of Marketing Strategy and Satisfaction of Local Festival - a Case Study of Hsinchu City International Kite Festival

節慶活動不僅能帶動周邊觀光發展還能提升經濟效益，近年來政府為帶動當地觀光，舉辦多元性活動，吸引遊客前往。本研究以2017年新竹風箏節作為節慶活動的個案探討，針對實際參與風箏節的遊客進行問卷調查與分析，探討節慶活動的行銷策略與滿意度之關係。研究結果顯示，新竹風箏節遊客對風箏節各項行銷策略的認同度及整體滿意度均極高；行銷策略認同度以價格最高，包裝以及合作關係次之。同時，本研究證實行銷策略對新竹風箏節遊客的滿意度有正向的顯著影響；受訪者的部份社經背景對新竹風箏節的行銷策略認知以及滿意度有顯著影響。本研究並依據研究結果提出行銷策略與研究建議。 Festival tourisms can be important activities to develop local tourism and to increase local benefits. Using special characteristics, many festival events are held to attract crowds. In this study, the Hsinchu Kite Festival in 2017 was the case to investigate the actual participation. The questionnaire survey and analysis were conducted to explore the relationship between marketing strategies and satisfaction of the festival. The results show that visitors are satisfied with the marking strategies. The price, package, and cooperation are the highest factors in marketing strategy recognition. The results also show that marketing strategies have significant impacts on the satisfaction of tourists, the social and economic backgrounds of the visitors have different recognition and satisfaction. Finally, marketing strategies are proposed.

Festival tourisms can be important activities to develop local tourism and to increase local benefits. Using special characteristics, many festival events are held to attract crowds. In this study, the Hsinchu Kite Festival in 2017 was the case to investigate the actual participation. The questionnaire survey and analysis were conducted to explore the relationship between marketing strategies and satisfaction of the festival. The results show that visitors are satisfied with the marking strategies. The price, package, and cooperation are the highest factors in marketing strategy recognition. The results also show that marketing strategies have significant impacts on the satisfaction of tourists, the social and economic backgrounds of the visitors have different recognition and satisfaction. Finally, marketing strategies are proposed.