隨著觀光旅遊需求與日俱增，地方政府在觀光行銷推展上扮演相當重要的角色。地方政府可採行的觀光行銷策略有很多，舉辦節慶活動是目前地方政府最常被採用的策略之一，同時能提高知名度，建立市場定位，台灣目前最盛大的音樂嘉年華為墾丁地區之音樂節慶活動。
本研究即探討墾丁春天音樂季有關音樂性節慶活動有何豐富內容，能吸引消費者的參加，及其休閒阻礙因素及旅遊意願之關係，研究採便利抽樣法進行抽樣，並以參與過墾丁春天音樂季之遊客為取樣對象。本研究發現參與音樂性節慶活動會因為不同的休閒阻礙因素而降低了活動本身的吸引力，而去影響遊客的旅遊意願，休閒阻礙因素也會直接影響遊客的旅遊意願。建議活動規劃者可針對以下四點來進行調整，包括：產品、活動規劃、價格與宣傳，期待音樂節慶活動能有更健全及永續的發展。
As the increasing demands in tourism, local governments play an important role in tourism marketing. Hosting festivals, for example, is currently one of the most common marketing strategies which local governments can adopt and is able to improve popularity and to set market orientation. This research mainly studies the Kenting Music Festival, which is the most magnificent musical carnival in Taiwan. The following issues had been investigated: how brilliant the festival is and the reasons why or why not people attend this festival? Convenience sampling had been taken to sample the tourists with the experience of participating Kenting musical festivals.
The result had shown that the leisure constraints can reduce their travel intention either directly or via the mediation effect of lessening the event attractiveness. Four advises had been given to event planners for improving musical festivals including:product, activity planning, price, and promotion. Hopefully, perfect and sustainable developments in music festivals can be expected in the future.
