The analysis of tourists’ satisfaction and economic benefits of Uroteuthis chinensis Festival in Keelung City

[[abstract]]基隆市政府將地方產業及休閒觀光資源加以整合及運用，並透過「基隆花漾鎖管季」的舉辦來行銷「基隆鎖管」的產業形象。活動內容包括了「夜訪鎖管海上體驗活動」、「主題日園遊會」及「鎖管風味餐」。本研究透過問卷調查之方式，以研究者自編之「基隆市花漾鎖管季遊客滿意度及經濟效益問卷」，來瞭解基隆花漾鎖管季的「活動滿意度」、「再購意願及口碑」及「經濟效益」，探討遊客對於參與此次「鎖管季」系列活動之滿意度、參與「鎖管季」系列活動之效益及再次參與「鎖管季」的意願及觀光遊憩之經濟效益。其中經濟效益方面採用條件評估法（CVM）進行評估。此次舉辦鎖管季系列活動所帶來的商業利益及經濟效益預估約在2,390萬元左右，且根據問卷調查明年續辦鎖管季活動可能增加的經濟效益預估約為158萬元。 Keelung City Government integrated the local leisure industry resources to hold the "Uroteuthis chinensis Festival" to marketing the leisure industry. The festival includes "Interview with the Uroteuthis chinensis activities at sea", "Theme day party" and " Uroteuthis chinensis style meals." This study used questionnaire survey to understand tourist’s satisfaction, repurchase intention and words of mouth, and economic benefit. This study used Contingent Valuation Method (CVM) to evaluation the economic benefit. This study estimated the economic benefits of this festival at around 23.9 million, and according to the survey the festival will increase economic benefits about 1.58 million next year