觀光節慶活動改變了在地居民生活節奏，也為舉辦之旅遊地帶來更多發展的可能性；並提高遊客對旅遊目的地之意象，也帶來實質經濟效益。節慶活動不斷推陳出新，活動的內涵與品質是否能維持水準並持續性發展是產官學三方共同關注的重點。節慶活動的參與主體是到訪遊客，為了進一步理解遊客參與新興節慶活動之態度行為，並探究新興節慶活動持續發展的可能方向，本研究聚焦近十年舉辦的著名觀光節慶活動—臺灣國際熱氣球嘉年華，進行兩個不同年度的資料蒐集、分析與整理，期能更完善於現行觀光研究。

根據本研究之目的，採用S-O-R模型的刺激(Stimulus)：遊客對行銷策略知覺、遊客旅遊動機；個體(Organism) ：遊客滿意度、遊客正向情緒；反應(Response)：遊客再訪意向，還有遊客到訪頻率等六項變數，探究刺激-個體-反應三者間的關係。本研究分別在2014年和2018年回收527位與361位曾造訪臺灣國際熱氣球嘉年華活動遊客填答之有效問卷，運用SPSS Macros PROCESS驗證測量模型，即S-O-R模型在觀光旅遊產業新興節慶活動下遊客再訪意向與其他各項變數間之關係；包含：內外部刺激對遊客再訪意向之主效果、遊客內在狀態之中介效果、遊客到訪頻率之干擾效果。

調查結果顯示， 2014年與2018年，遊客內在狀態(O)兩項變數：遊客滿意度和遊客正向情緒，在內外部刺激(S)遊客對行銷策略知覺及遊客動機兩者影響遊客再訪意向(R)之間均具有中介效果，驗證了S-O-R模型在觀光產業研究之應用。欲提高遊客再訪意向，需要關注不同類型遊客活動滿意度並強化遊客正向情緒之產生。在遊客到訪頻率之干擾效果部分，惟2018年研究結果顯示，遊客到訪頻率對遊客行銷策略知覺影響遊客滿意度，以及對遊客滿意度影響遊客再訪意向間具有干擾效果。對觀光產業管理人和地方政府而言，在追求遊客造訪人數提高之際，嘗試理解不同到訪頻率遊客之動機和體驗需求更是關鍵且重要的。

Nowadays, various festivals are held all over the world, not only changing the daily life of residents but also bringing more development possibilities for the places where these festivals are held. In the tourism industry, festival and events are closely related to enchancing the destination imiage. For tourists, festivals are one of the fastest ways to learn more about the destinations. To further understand the attitudes and behaviors of tourists participating in festivals, and to explore the possible direction of the sustainable development of emerging festivals, a detailed study of famous Taiwan International Balloon Festival was conducted.

Based on the stimulus-organism-response (S-O-R) model, the purpose of this study is to explore the relationship among these three constructs. In terms of stimulus, tourists’ perception of marketing strategies and motivation are included. Tourists’ positive emotions and satisfaction are two variables in the aspect of organism. Tourists' intention to revisit is considered a response. Face-to-face surveys were conducted on-site. In 2014 and 2018, 527 and 361 valid questionnaires were collected respectively from tourists who visited the Taiwan International Balloon Festival. SPSS Macros PROCESS was used to examine the measurement model.

This study confirms the application of the S-O-R model in predicting tourists’ revisit intentions in the context of emerging events in the tourism industry. The survey results show that in both 2014 and 2018, tourists’ satisfaction and tourists’ positive emotions, which are two constructs of organism, can mediate the relationship not only between tourists’ perception of marketing strategies and tourists’ revisit intention but also between tourist’s motivation and tourists’ revisit intention. Moreover, in 2018, tourists’ visiting frequency can moderate the relationship between tourists’ perception of marketing strategies and satisfaction, as well as the relationship between satisfaction and revisit intention. Therefore, it is necessary for the managers and local governments to understand the unique motives and experience needs of tourists with different visiting frequency.

論文審定書………………………………i
誌謝………………………………………ii
摘要………………………………………iii
Abstract ………………………………….iv
目錄……………………………………….v
圖次………………………………………vii
表次………………………………………viii

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第四節 研究範圍 9
第二章 文獻探討 10
第一節 節慶活動 10
第二節 臺灣國際熱氣球嘉年華 11
第三節 刺激-個體-反應（S-O-R）模型 18
第四節 遊客S-O-R研究模型構面 19
第三章 研究設計 24
第一節 研究結構 24
第二節 研究模式 25
第三節 研究方法 30
第四章 實證分析 33
第一節 不同到訪頻率遊客基本資料分析 33
第二節 變數相關係數、因素分析與信效度分析 38
第三節 內外部刺激對遊客再訪意向之主效果 43
第四節 遊客內在狀態之中介效果 45
第五節 遊客到訪頻率之干擾效果 49
第六節 2014年與2018年實證結果比較 53
第五章 結論與建議 57
第一節 結論 57
第二節 建議 59
第三節 管理意涵 63
參考文獻 64
附錄一 問卷 73

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