節慶活動的體驗設計對文化情感、旅遊動機及行為意圖之影響研究

Investigating the Impact of Festival Activity Experience Design on Cultural Emotion, Travel Motivation, and Behavioral Intentions

全世界在新時代都在面臨經濟市場的考驗，消費環境轉變已是趨勢，只有結合文化內涵發揮設計創意，才能提高產品與服務的附加價值，其中節慶活動就是一個能帶給人們快樂與共享的籌畫設計，除了能夠吸引大量的遊客，它也是最具體且直接宣傳當地文化的途徑之一。本研究在探討節慶活動的體驗設計影響文化情感、旅遊動機與行為意圖，以台南七夕嘉年華與網易七夕節為研究案例，將體驗設計、文化情感、旅遊動機與行為意圖等變項，以結構方程模式（SEM）、及單因子變異數分析（ANOVA）作為分析工具，除了建構節慶活動體驗設計影響力模型、建立各變項之結構方程模式，探討各變項間之影響關係，並比較模式結構與內涵於不同個案的差異。研究顯示節慶活動體驗設計影響力模型可為未來相關的教育和產業研究提供有價值的參考，而一個有影響力的節慶活動是需要以文化情感為核心與內涵進行體驗設計，才能對人們的旅遊動機與行為意圖具有影響力。研究建議未來以體驗設計規劃節慶活動的虛擬部分可專注於個人、多學習教育內容；實體部分可多人互動、多娛樂性，最好的狀況則是虛實整合或個人與多人活動穿插，增加活動豐富性。活動辦理除了原創性之外，活動主辦單位可以以各種能真實體驗的情感元素來規劃節慶活動，因為融入文化的節慶活動更能為在地居民及外來遊客創造一種「共享」體驗，可使城市風貌更加多元化與強化不同社群的交流聯繫。本研究現階段成果可助益相關單位創辦更符合消費者需求的節慶活動，在節慶活動的傳承與推廣與其他的一般活動有所區隔，並增加獨特性，相關研究結果也可提供教育、設計、研究等單位未來應用或參考之依據。

The world is facing the test of economic markets in the new era. The transformation of the consumption environment has been already a trend. Only by combining cultural connotations to give full play to design creativity can the added value of products and services be improved. Festive activities are a plan for design that can bring people joy and sharing. In addition to attracting tourists, it is also the most direct and concrete channel for local cultural promotion. This study explores the impact of festive event experience design on cultural emotions, tourism motivation, and behavior intention, with the Tainan Chihsi Festival. and the NetEase Qixi Festival as the objects. The variables of experience design, cultural emotions, tourism motivation, and behavior intention are analyzed using Structural Equation Modeling (SEM) and one-factor analysis of variance (ANOVA). In addition to constructing a festive event experience design impact model and building the structural equation model of each variable, the impact relationship between the variables is explored and the difference between the model structure and connotation in different cases is compared. The research found that the festive event experience design impact model can provide reference for future education and industry research. A festive event with influence requires experience design to be centered on cultural emotions and connotations. The research suggests that in the future, the virtual part of festive event planning with experience design can focus on personal and multilearning educational content, while the physical part can focus on more interactive and entertainment activities. The best scenario is to integrate the virtual and physical parts, or intersperse personal and group activities, to increase the richness of the event. In addition to originality, the event organizer can use various emotional elements that can be experienced authentically to plan the festive event, as cultural festive events can better bring people joy and a sense of belonging.