劉以德Liu, Yi-De沈芸可Shen, Yun-Ko2019-08-282016-02-152019-08-282016http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060182008I%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/85891近年來台灣興起節慶熱潮，受西方文化的影響下，台灣除了傳統的歲時節慶外也開始出現各式「現代節慶」，節慶屬於文化觀光的範疇，而文化之所以迷人，在於它與人們生活的緊密相存，我們既是享受者，也可以是創造者。我們目前對文化觀光市場的了解仍停留在早期階段，正因大多數的研究仍將文化觀光客視為無差別市場。然而，節慶的參與者是多元且非同性質的，不同主題的節慶與活動會吸引不同類型的觀光客；即使是同一種節慶，觀光客也會因各種不同的理由前往參與，由此可知節慶規劃者若要規劃出符合需求的節慶，則必須了解參與該節慶的觀光客類型。 本研究主要目的在於綜合文化與觀光領域，並將文化觀光視為差別市場，進行亞維儂藝術季的市場區隔，主張擁有不同動機和體驗深度的文化觀光客其人口背景特性、旅遊行為、旅遊動機、滿意度和重遊意願必會有所不同，「亞維儂藝術季觀光客調查問卷」為研究工具，於 2013 年 7 月採立意抽樣的方式在法國亞維儂藝術季進行問卷調查，發放問卷 207 份，回收有效樣本 204 份。本研究採用McKercher(2002)於香港研究中提出的五種文化觀光客類型， 將造訪亞維儂藝術季的樣本觀光客分成目標確型文化觀光客(the purposeful cultural tourist)、遊覽型文化觀光客(the sightseeing cultural tourist)、隨意型文化觀光(the casual culturaltourist)、偶然型文化觀光客(the incidental cultural tourist)和意外發現型文化觀光客(the serendipitous cultural tourist)等五種，並綜覽國內外文化觀光客差異性的相關文獻解釋之，希望能夠補足台灣在文化觀光研究領域中國際性案例的空缺，並以市場區隔的方式探究文化觀光市場的特殊性，提供未來臺灣發展文化節慶的參考。In recent years, influenced by Western culture, there are more and more “modern festivals” in Taiwan. As suggested by McKercher et al.(2002), “The cultural tourism market is not homogeneous. ” However, only few researches focus on the characteristics of culture tourism market segmentation. To fulfuill the research gap, this research is directed to the tourist motivation, satisfaction and revisit intention, and cited McKercher(2002) research. “Survey of Avignon Festival Tourists”is the research tool of this master thesis, conducted in July, 2013, in Avignon Festival. Using purposive sampling as surveying method, questioned the tourists on 7th to 11th of July who attended Avignon Festival. The issued questionnaires are 207 copies, but only 204 copies are effective. The purpose of the thesis is to combine cultural and tourism theories by conducting the market segmentation and adopting the frame of five cultural tourists’ types created by McKercher(2002) with a case in Hong Kong, and has defined five cultural tourits’ of Avignon Festival. This research aims at examing the frame of five cultural tourists’ types created by McKercher(2002)and to offer consultations of festivals in Taiwan.亞維儂藝術季市場區隔文化觀光客類型Avignon FestivalTourist TypologyMarket Segmentation