[[alternative]]Resident Recognition and Satisfaction towards Cultural Festivals--An Case Study on Xikou Cultural Festival

[[abstract]] 本研究主要在探討松山區居民對於舉辦錫口文化節慶活動的認同感、重要度、滿意度之現況及差異分析。並以台北市松山區之居民為研究對象，運用問卷調查。問卷共發出 500 份，回收有效問卷為 457 份，有效問卷回收率為 91.4%。統計分析則採用信度分析、描述性統計、獨立樣本t檢定、單因子變異數分析等方法來進行分析；其統計分析結果概述如下：一、認同度、滿意度及重要度現況： 在認同度現況方面其統計分析顯示，符合錫口文化節舉辦的宗旨是以加強凝聚居民情感及帶動地方觀光發展的內涵，在實質意涵上，亦是認同持續性的舉辦錫口文化節慶活動。在滿意度現況方面其結果顯示，整體平均值是介於滿意與普通之間，且分項「活動之整體表現」平均數亦是排序最高的；顯示居民對於舉辦節慶活動項目內容具有相當良好的滿意度。在重要度現況方面其分析結果顯示，得知「有」參加活動的受測居民與「没有」參加活動的受測居民，對於節慶活動內容項目重要程度在認知上是有顯著差異。二、認同度、滿意度及重要度差異分析： 在認同度其居民屬性方面僅有「性別」不顯著，與研究假設不成立以外、其餘的與研究假設部份相符。在滿意度其居民屬性方面均為部份顯著，與研究假設部份相符。在重要度其居民屬性方面僅有「性別」不顯著，與研究假設不成立以外、其餘的與研究假設部份相符。三、重要-表現程度分析： 其統計分析顯示參加活動的問卷居民在不同屬性( 性別 )上，對於節慶活動內容項目的滿意度重要程度，是有明顯差異與研究假設相符。[[abstract]] This study mainly examines the sense of recognition, importance, and satisfactory perceived by residents in Songshan District toward Xikou Cultural Festival. Questionnaire survey was conducted on the subjects of residents in Songshan District. In total, 500 copies of questionnaire were distributed with 457 effective one collected and 91.4% response rate. Statistics analysis methods include reliability analysis, descriptive statistics, one sample t test, and one factor analysis of variance and the results are described as bellow:A. Current status of sense of recognition, satisfaction, and importance: In terms of sense of recognition, the statistics analysis indicates that the purpose of Xikou Cultural Festival is to improve cohesion of the community as well as to promotelocal tourism development and in concrete contents, the continuous organization of Xikou Cultural Festival has been recognized by the community. The results of current satisfaction lie between the satisfied and fair levels where the subitem of “overall performance of activities” has the highest scores that show high satisfaction of theresidents toward festival activates. For importance, subjects that participated in the festival activities perceived significantly different from those that did not participate in the festival activities.B. Variance analysis of sense of recognition, satisfaction, and importance: In terms of sense of recognition, the residents only show significant difference of “gender” in demographic attributes that is in conflict with research hypothesis and the rest attributes match with research hypotheses. For importance, only “gender” shows significant difference of “gender” that is in demographic attributes in conflict with research hypothesis and the rest attributes match with research hypotheses.C. Importance- performance analysis: Statistical analysis shows the results correspond to research hypothesis: different attributes (gender) of subjects participating in activities perceive significantly different from those who did not participated in