| 摘要: | 節慶活動是旅遊地提高觀光吸引力的有效方法，地方政府常藉由節慶活動的舉辦來行銷當地特色，並利用節慶活動做為促進旅遊和地方經濟發展的方法。然而節慶活動要能永續發展，有必要瞭解節慶活動對於遊客動機與行為的影響，以利制定有效的行銷及管理策略。本研究以新北市平溪鄉「平溪天燈節」為研究對象，採兩階段問卷調查，分析節慶期間與非節慶期間，遊客之遊憩動機與遊憩行為有那些改變。研究發現，節慶活動舉辦期間，遊客之人口統計特徵及旅遊特性與非節慶期間有許多不同，在節慶期間，遊客較偏向來自北部地區，職業為商業及服務業之遊客所占比例提高，學生族群則減少；同行夥伴為男女朋友之比例增加，而家庭活動及同學交流的比例則降低；此外，遊客行前規劃時間更為縮短，許多係臨時決定前往；在交通工具方面，騎乘摩托車及開汽車至平溪的比例提高。在遊客的遊憩動機方面，節慶期間，遊客主要係想祈福許願及遠離日常生活壓力，而在非節慶期間，遊客以增進親友感情以及順路經過之比例較高。在遊客遊憩體驗的部分，節慶期間遊客會花費較多時間蒐集行前資訊，且旅程的主要目的地就是平溪，而遊客對於旅遊當下的體驗，以及事後的滿意度都有顯著正向提昇。
Festival is viewed as an effective tool for promoting tourism. For marketing the characteristics of local areas, enhancing economic income, and expanding tourism development, many local governments organize variety kinds of festivals. Hence, there is an increasing demand to realize the influence of festivals on tourists’ motivation and recreation behaviors. The "Pingxi Sky Lantern Festival" in Pingxi area, New Taipei City, Taiwan was used as the research subjects of this study. In 2011, totally 4,600 sky lantern was release in the festival. Two-stage survey was designed and used in this research, the first one was hold during festival period and the second survey was processed during non-festival period. The results indicate the demographics and travel characteristics of tourists were significant different between festival period and no-festival period. During festival period, more visitors came from northern Taiwan. Visitors tend to have the occupation of business industry and service industry, as well as less visitors were students. Furthermore, more visitors were the relationship of boyfriends and girlfriends as well as less were the relationship of families and classmates. During festival period, visitors tend to ride motorcycles and drive cars to Pingxi area and a lot of tourists decide to participate in the festival at the last moment. About the motivations of tourists, during festival period, visitors tend to participate in the festival because they want to pray for blessings and to make a pledge, as well as to escape from the pressure of urban life. In contrast, during non-festival period, visitors tend to participate in the festival because they want to have good family relationship, as well as they just pass through the attractions. About recreation experience, during festival period, visitors tend to spend more time to collect travel information, their main travel destination was just Pingxi and the festival, as well as they have better experience and satisfactory of the tour to visit Pingxi. |
