粉絲旅遊迷程度衡量指標建構之研究   免費試閱

Development of Indicator Scale for Fans Travel Fanaticism

隨著旅遊風氣的蓬勃發展，旅遊與粉絲相結合，發展粉絲旅遊，產生了所謂「旅遊迷經濟」，提升旅遊的魅力與產業的價值。而迷的程度不同，其對旅遊的需求，及其所產生的迷經濟也有所不同。有鑑於以往相關研究對粉絲旅遊迷程度之衡量較為欠缺，本研究以粉絲旅遊迷程度衡量指標之建構為研究主題，從認同理論發展粉絲旅遊迷程度衡量指標的內涵，實證分析以臺灣濱崎步歌迷為問卷調查對象，研究結果包括：一、建構迷程度的衡量指標內容，包括迷認同、迷行為、迷模仿、迷忠誠度及迷情感反應五個構面。二、對迷程度指標進行項目分析，來檢測指標的鑑別度。極端組臨界比值在14.02～32.99間，所有衡量指標均達顯著水準；同質性檢驗中，所有衡量指標題項與總量表的相關在.51～.94間，呈現中高度相關。三、對迷程度因素構面進行信度分析，以檢測其一致性。除迷時間信度較低外，其餘構面Cronbach’sα值都在.59～.82間，屬於中高信度。本研究的結果，將可提供粉絲旅遊後續相關研究之參考，同時也可作為業者發展粉旅遊之參考。

With the rapid growth of tourism industry, celebrity followers with great potentials of travel intention have created a phenomenon of fans travel fanaticism economy. Consumer’s travel pattern varies from their perception of importance. Relevant studies on measurement of fans travel fanaticism have been limited. The purpose of this study is to develop a scale of celebrity followers’ attitude towards travelling based on identity theory. A survey was conducted to examine Taiwanese’ fan travel fanaticism perceptions toward Japanese singer, Ayumi Hamasaki. The results suggest that there are five measurements to be used which are celebrity identity, imitation of celebrity models, behaviors of celebrity, loyalty to celebrity, and strong emotions. By utilizing item analysis, we discriminate the indicator scale. The results also indicate that one of the critical ratio was between 14.02 and 32.99, which means all the measures were significant. In the homogeneous group, the result is highly correlated. Reliability analysis shows that only the length of time a person has strong involvement with a celebrity possesses lower reliability. This study furthers researchers’ understanding to fan travel fanaticism and provides travel agencies with some information for developing an emerging form of tourism which is based on the powerful impacts of celebrity.