2012 台灣燈會遊客重遊意願之實證研究.pdfVIP

32 101 9 1-27 Yu Da Academic Journal Vol.32, September 2012, pp. 1-27. 2012台灣燈會遊客重遊意願之實證研究 李義祥 張晨瑜 摘要 20 12年台灣燈會於彰化縣鹿港鎮舉行 ，主辦單位除了延續去年舉辦之成功經驗 外 ，也希望藉由主辦台灣燈會 ，運用整合行銷傳播 ，吸引大量旅遊人潮 ，提升遊 客對當地的旅遊意象與重遊意願 ，創造旅遊人數之增長。 本研究探討台灣燈會的整合行銷傳播、旅遊意象、滿意度與重遊意願之關係 ， 除瞭解遊客對這四個變項的看法外 ，也探討不同特性之遊客對這四個變項的看法 是否有顯著差異 ，期能將研究結果提供旅遊業者或縣市政府舉辦類似活動時 ，擬 訂行銷策略之參考 。 統計分析方法以SPSS統計軟體作為資料分析工具 ，採用敘述性統計反映原始 資料之特性 ，並以ｔ檢定及單因子變異數分析檢驗遊客特性對變數看法的差異 ， 最後以多元迴歸分析檢測變數間的影響關係 ，一些重要的結論與建議被提出。 關鍵詞：整合行銷傳播、旅遊意象、滿意度、重遊意願、台灣燈會 * ** - 1 - 32 101 9 An Emprical Study of the Revisiting Willingness for 2012 Taiwan Lantern Festival Tourists Yi-Hsiang Lee * Chen-Yu Chang ** Abstract In 2012, the Taiwanese Lantern Festival is taken place in Lu-Gang, Chang-hua. The local conference on this event not only wants it to be more successful than the one last year, but also hopes this festival via marketing can attract the large amount of tour- ists coming for a tour. Furthermore, the conference wishs tourists may have impression on this event and may prefer to come back for a tour in the future. The most important goal is to attract more visiting tourists than before. Therefore, this research is to discover the tourist thinking for the Taiwanese Lan- tern Festival such as marketing, tourism, satisfaction, and re-tour. Beside, understand- ing those four ideas from tourists and finding out if different type of tourists have different responses about four points is important. In the future, local government and travel agencies may use this result to make their work much better. From the statistics, the SPSS is the software for data analysis to present basic feature of the