難忘旅遊體驗的形塑漸漸受到觀光行銷組織所看重，研究證實讓旅客擁有難忘旅遊體驗能提升旅客的忠誠度，使其再訪或推薦親朋好友造訪旅遊目的地，許多旅遊目的地行銷組織期望藉由節慶場景的觀念，建構具有節慶氛圍以及感官刺激的節慶活動，以創造觀光收益並吸引旅客造訪；但在以往的研究中卻從未有結合節慶活動、驚嘆情緒對於難忘旅遊體驗的討論，如何將旅客在節慶活動中所接觸到的感官刺激，轉化成難以忘懷的經驗亦是需要詳加研究的一環。
本研究以旅客的驚嘆情緒為出發點，探討驚嘆情緒如何直接去影響難忘旅遊體驗，並進一步了解難忘旅遊體驗是否對旅遊目的地忠誠度具有正面效果。為了檢驗本研究所提出的假設，我們總共蒐集216份有效問卷並且使用結構方程模式進行分析。研究結果顯示，驚嘆情緒會直接對難忘旅遊體驗產生正面顯著的影響；而難忘旅遊體驗對旅遊目的地忠誠度也有正向顯著影響。本研究亦確認了節慶氛圍、驚嘆情緒、難忘旅遊體驗及旅遊目的地忠誠度之連鎖反應的存在。

Generating a memorable tourism experience for tourists has been recognized as an indispensable part of the tourism marketing aspect. The literature shows that developing a memorable tourism experience is more likely to encourage stronger behavioral intentions for visitors to revisit or to spread positive word-of-mouth. To create better tourism revenue and tourist arrivals, the destination organizer adopts the concept of the festivalscape and hosts numerous events with a festive atmosphere and stronger emotional stimuli. However, there is a lack of integrated investigation concerning memorable tourism experiences. In other words, how tourists’ perceptions during visiting the festival transfer to memorability has yet to be discussed.
This research considered the awe emotion as the initial step to discuss whether festival participants’ emotional state has a direct impact on memorable tourism experiences and thus generates destination loyalty. To confirm our theoretical hypothesis, we obtained a total of 216 valid samples using structural equation modeling for analysis. The results show that awe has a direct positive effect on memorable tourism experiences. A memorable tourism experience also positively affects destination loyalty. The chain reaction of “festive atmosphere, awe emotion, memorable tourism experience and destination loyalty” appears evident in this study.

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