文化祭典遊後滿意度、遊後行為之構面再檢視──以屏東迎王為例

Inspection of the Dimensions of Tourists' Satisfaction and Post-Travel Behavior in Cultural Religious Festival: A Case Study of Pintong Wang-Yeh Festival

文化內涵為文化祭典最具價值的要素，是文化觀光客到訪的主要動機 之一。回顧過往研究以多構面衡量文化觀光客的動機，卻僅以單一構面量 測遊客整體的滿意度及遊後支持行為。基此，本研究將文化層面，分別納 入遊客滿意度及遊後支持行為，以解析多元的動機類型與多元的滿意度， 以及多元的動機類型與遊後支持行為類型的相關情形。主要結果顯示「文 化學習」是遊客前往迎王祭典最主要動機。在動機與滿意度間最主要發 現，追求迎王祭典知識動機愈高的遊客，確實較能從體驗迎王祭典中獲得 文化知識的滿意度；而放鬆抒壓動機愈高的遊客，對學習文化知識滿意度 愈低，顯示追求放鬆抒壓的遊客，希望藉由參與迎王祭典放鬆抒壓，因此 對文化學習的滿意度自然不高。而動機與遊後支持行為主要結果為追求體 驗迎王祭典氛圍動機愈高，對於支持迎王祭典的行為愈強烈。本研究主要 貢獻為採多構面衡量遊客滿意度及遊後支持行為，而非僅將滿意度或遊後支持行為以單一構面、總體評價，並深入瞭解多元動機與多元滿意度，以及多元遊後支持行為的相關情形。

Cultural content, a significant element of intangible cultural heritage, is a main motivation for cultural tourists to travel. In previous studies, tourist motivation was always measured in cultural dimensions; however, few studies employed cultural issues when measuring satisfaction and post-travel supporting behavior. Therefore, this study intended to include items of cultural issues, such as cultural knowledge learning and supporting culture of local festival, in the satisfaction and supporting behavior measurement in order to understand the relationship between various motivations and various satisfactions, and furthermore, the relationship between various motivations and various supporting behavior. The results suggested that ''culture learning'' is tourists' primary motivation to visit Pintong Wang-Yeh Festival. The higher motivation the tourists had of pursuing the knowledge of the Wang-Yeh Festival, the more satisfied they felt from the experience of learning its cultural knowledge. However, tourists with higher motivation in relaxing received lower satisfaction from learning cultural knowledge of the Wang-Yeh Festival. Also, the higher the motivation for pursuing the experience of the festivalscape, the stronger the behavior of supporting the Wang-Yeh Festival and religious festival would be. This study contributed to employ multi-dimensional scale to understand tourists' satisfaction and supporting behavior; furthermore, the relationship between various motivation, various satisfaction and various supporting behavior.