全景型节事场景的维度及其对游客满意度的影响研究

Exploring the Dimension and Effect of Blended Festivalscape on Visitors' Satisfaction

在旅游庆典活动的举办中,应用现代科技、整合多样的环境线索、塑造全景型节事场景,已成为提升节事品质和游客满意度的重要手段。然而,节事场景的环境线索以及这些环境线索如何影响游客满意度,依然存在争议。应用全景型场景理论,深入考察节事场景中的环境线索及其对游客满意度的影响。调查以便利抽样方式在澳门美食节现场获得有效样本948个。因子分析显示节事场景有6项环境线索,分别是饮食、气氛、节目、员工、设施和信息。回归分析显示饮食、气氛、节目、员工、设施5类环境线索直接影响游客满意度,其中饮食、气氛和节目影响最大。这表明节事在利用现代科技打造节事混合场景时,应该突出主题,营造气氛和创作节目,以便提升游客满意度。

By using modern science and technology, integrating multifaceted environmental cues, and designing a blended festivalscape, event organizations try to raise the service quality of festival events and then raise visitors＇ satisfaction. However, until now few studies explore the environmental cues of festival events and their relationship with visitors＇satisfaction. Therefore, the aim of this study is to ascertain the environmental cues of festival events and their relationship with visitors＇ satisfaction by using the blended festivalscape theory. Using convenient sampling method, this study investigated 948 food festival visitors in Macao. Factor analysis showed there are mainly six environmental cues（i, e. , food, atmosphere, program, staff, facility, and information）. Regression analysis showed five environmental cues（i, e. , food, atmosphere, program, staff, and facility）positively relate with visitors＇ satisfaction, while the most influential factors are food, atmosphere, and program. This study showed that festival event organizers should focus on the topic of their festival event, build festival atmosphere, and create interesting programs by using modern technology in order to design a blended festivalscape and then raise visitors＇ satisfaction.