伴隨著旅遊業的蓬勃發展，近年來不同種類和規模的節慶活動層出不窮,在地方經濟和旅遊產業發展中扮演著愈來愈重要的角色。地方依戀是節慶滿意度的關鍵要素之一，鑒於地方依戀在目前的文獻中被廣泛認可，本研究旨在探討節慶滿意度與地方依戀對口碑傳遞意願之影響。本研究以「2019台中爵士音樂節」為研究對象，通過便利抽樣法和集群抽樣法，總計發放問卷395份，共收到345份有效問卷。
研究結果表明，節慶滿意度有助於增強節慶參與者的地方依戀與節慶依戀。本研究對依戀與口碑的關聯性進行了分析與討論，發現節慶依戀可以帶動地方口碑的發展。但是，地方依戀對節慶口碑不會產生顯著性的影響。因此，旅遊業者必須加強地方節慶活動的獨特性與差異化，地方政府和觀光局可以籌措更多的經費舉辦一些具有地方特色的節慶活動。另外，目的地管理者需要根據遊客的體驗實施相應的目的地行銷策略，通過策劃合適的活動提升地方和節慶的知名度和口碑。由於該研究僅涉及在一個目的地舉行的單一的節慶活動，因此需要在不同的目的地和節慶中進行進一步的研究以確認這些發現。

With the rapid development of tourism, in recent years, various kinds and scales of festival activities emerge in endlessly, which play an increasingly important role in the development of local economy and tourism industry. Place attachment is one of the key elements of festival satisfaction. Considering that place attachment is widely recognized in the current literature, this study aims to explore the impact of festival satisfaction and place attachment on the word-of-mouth intention. Through convenience sampling and cluster sampling, a total of 395 questionnaires were distributed and 345 valid questionnaires were received from the 2019 Taichung Jazz Festival in this study.
The results showed that festival satisfaction can enhance the place attachment and event attachment of festival attendees. This study analysed and discussed the relationship between attachment and word-of-mouth, and found that event attachment can promote the development of place word-of-mouth. However, place attachment has no significant impact on event word-of-mouth. Therefore, the tourism industry must strengthen the uniqueness and differentiation of local festival activities. The local government and Tourism Bureau can raise more funds to hold some festival activities with local characteristics. In addition, destination managers need to implement corresponding destination marketing strategies according to tourists' experience, and improve the popularity and reputation of place and event through planning appropriate activities. Since the study only involved a single festival held in one destination, further studies are needed in different destinations and festivals to confirm these findings.

陳淑芬（2019），“台中爵士音樂節圓滿落幕 10天吸引138萬人次創新高”（十月二十一日），中時電子報， https://www.chinatimes.com/realtimenews/20191021003291-260405?chdtv
臺灣觀光雙年曆（2019），“2019臺中爵士音樂節”（十二月三十日）， https://www.taiwan.net.tw/m1.aspx?sNo=0001019&lid=080236
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