科技部專題研究計畫主持人
108-2410-H-366 -004 -SSS
留住回憶:節慶活動中的共創體驗模式之建構
Retaining memories: Construction of co-creation experience model in festival
科技部
Ministry of Science and Technology
樹德科技大學
Shu-Te University
陳美存
Chen Mei-Tsun
樹德科技大學
Shu-Te University
陳美存
助理教授
07-6158000#3406
newsmei@stu.edu.tw
計畫執行期間起:2019-08-01
計畫執行期間迄:2020-07-31
2019-10-12
2019-10-20
所有參與活動的遊客
1
001
01
共創體驗;回憶;體驗價值
co-creation experience;memorability;experience value
在台灣節慶活動中,為提升活動品質帶動拉近與遊客互動及體驗的方式,使遊客對此活動產生美好的回憶,本研究藉由節慶活動中的共創體驗之模式,並兼論情境涉入之調節效果。以便利抽樣法調查節慶活動體驗者,共蒐集284位有效問卷,並運用SPSS階層迴歸分析來驗證變數間之因果關係。研究結果發現:參與節慶活動的遊客,若共創體驗愈強烈,遊客體驗價值表現愈佳、遊客滿意度愈高、對此活動地方依附有正向影響,此三者皆帶給遊客美好的回憶。再者,高情境涉入者,遊客的共創體驗對體驗價值、滿意度、地方依附間的關係,將高於低情境涉入下所造成的影響,亦即情境涉入扮演干擾角色。最後,依據研究結果提出節慶活動相關管理意涵與未來研究建議。
In the festival of Taiwan, in order to improve the quality of the event to promote closer interaction and experience with visitors, so that visitors have good memories of the event, this study is based on the model of co-creation experience in festival and moderating effects of situational involvement. The questionnaire survey valid samples are 284 obtained from visitors, and use hierarchical regression (SPSS) be employed to analyze the visitors’ responses and construct the correlation between the different variables. The results of this study are the following: The stronger the co-creation experience, the better visitor experience value, the higher the satisfaction of the visitors, and the positive impact on their place attachment where the festival is held, all three of which bring visitors good memories. For those with high situational involvement, the relationship between the visitor\'s co-creative experience and the experience value, satisfaction, and place attachment will be higher than those with low situational involvement, which means that situational involvement have interference effect. Finally, this study proposes managerial implications.
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