[[alternative]]The Study of Marketing Strategies, Tourists' Experiential Value, and Consumer Satisfaction of the Local Festival--A Case of the 16-Year-Old Adult Ceremony in Tainan

[[abstract]] 近年來，隨著經濟繁榮及文化生活的提升，台灣各地陸續發展出在地城鄉文化特色，各縣市政府更推陳出新，積極規劃地方的各種文化節慶活動，希望藉由活動的舉辦實施，來提升遊客的旅遊動機，藉以吸引觀光人潮的參與，進而推廣並行銷該城鎮，以促進在地文化之特色推展、觀光效益、就業機會等有形與無形之周邊效益。 本研究旨在探討地方節慶活動、行銷策略、體驗價值、消費滿意度之關係，以台南府城做16歲成年禮活動為研究，透過問卷調查方式，探討活動參與者對以上三項變項之看法。本次問卷調查是於2017年8月27、28日台南開隆宮做16歲成年禮活動期間發放，針對參加活動之青少年、家長及遊客進行問卷發放，總計發放200份問卷，有效回收問卷186份，根據問卷所得之結果資料，以描述性統計分析、探索性因素分析、差異性分析等統計方法實施檢定分析。 研究結果顯示一、台南做16歲成年禮活動的行銷策略對遊客的體驗價值具有正向顯著影響。二、台南做16歲成年禮活動的行銷策略對遊客消費滿意度具有正向顯著影響。三、台南做16歲成年禮活動的遊客體驗價值對消費滿意度具有正向顯著影響。 最後本研究將依據研究結果，提出相關建議供活動主辦單位，於未來舉辦活動時作為改進之依據。[[abstract]] With the economic prosperity and the improvement of cultural life, cultural characteristics of urban and rural areas in Taiwan has been gradually developed in recent years. The counties and the municipal governments have introduced new ideas and actively planned various local cultural festivals. They hope to increase the tourists' motivation and to attract tourists by organizing and implementing the activities. Ii will promote the parallel sales of the towns and local culture; and further more, it will facilitate the local characteristics promotion, tourism benefits, employment opportunities and other tangible and invisible peripheral benefits. The purpose of this study was to explore the relationship among local festival activities, marketing strategies, experience values, and consumer satisfaction. We conducted a 16-year-old ceremony in Tainan as the study. Through questionnaires, we discussed the participants' views on the above three variables. The questionnaire survey was issued during the 16-year-old adult ceremony in Tainan Kailong Palace on August 27 and 28, 2017. Questionnaires were distributed for teenagers, parents, and tourists participating in the event. 200 questionnaires were distributed and 186 questionnaires were effectively recovered. According to the result data obtained from the questionnaire, the statistical analysis, exploratory factor analysis, and differential analysis were used to perform the verification analysis. The research result shows: (1) the marketing strategy of 16-year-old adult ceremony activities in Tainan has a positive and significant impact on the value of tourists' experience; (2) the marketing strategy of 16-year-old adult ceremony activities in Tainan has a positive and significant impact on the value of tourists' consumption satisfaction; (3) the experience value of the 16-year-old adult ceremony in Tainan has a positive impact on consumer satisfaction. Finally, based on the research results, this study will propose related suggestions for the event organizers and will serve as the basis for improvement in future activities