「婚禮企劃師」這個新興的行業引進台灣不過十多年，卻在結婚產業中，扮演著幸福幕後推手的角色。本研究旨在探討消費者對「婚禮企劃」服務的認知及接受度，及其在婚禮產業中所扮演的角色。研究方式採質量並重的研究方式。在量化研究方面，對250名消費者發出問卷，有效問卷225份。所得結果以SPSS 12.0中文版軟體來進行統計處理與分析。結果顯示：消費者在籌備婚禮時的考量因素層面部分，以「交通便利性」、「服務態度」及「有停車場或代客泊車」三項平均得分最高。在對婚禮企劃的認知層面方面，則以「婚禮的事情很繁瑣」、「引進婚禮企劃能提升婚宴的水準」及「婚禮企劃是新人的最好幫手」三項平均得分最高。由上述結果可以得知，專業「婚禮企劃」服務已逐漸被大眾接受。另外，在質性研究方面，分別對2位專業「婚禮顧問」及3位飯店業中對於「婚宴企劃」有豐富經驗之高階主管進行深度訪談。研究結果發現：專業的「婚禮企劃」剛開始接受者少，但是經過這幾年的演進，已有頗多進展。由於婚宴市場的高度競爭，許多婚宴業者，已將『婚禮企劃』服務放入婚宴專案之中，消費者也逐漸將專業「婚禮企劃」服務列為重要選項，由此，專業婚禮企劃服務在婚禮產業鏈中，已逐步建立起自身的地位。
The purpose of this research is discussing the 「wedding planner」service in consumer’s cognition and acceptance, this emerging profession history just one and half decade, actually resides in the wedding industry chain most downstream , plans and arranges the wedding matter for the new couples. In terms of literature review at present in the domestic academic literature few has the related research. The survey and In-Depth Interview was conducted for this study, In the survey part, a total of 250 questionnaires were distributed and 225 acceptable questionnaires were collected in this study. The research adopted descriptive statistics, independent t-test, one-way ANOVA. This descriptive statistics discovered that the consideration factors of arranging wedding ceremony are as the follows: “the transportation convenience of the location”, “service quality”, and “parking space”. These three average scores are the highest. From wedding planner’s aspect, “Wedding ceremony can be very tedious” 、“wedding planning can improve wedding banquets’ standard”, and “wedding planner is the marrying couple’s helper”. The three average scores are the highest. Therefore, professional wedding planner has been accepted gradually by the Taiwanese society.
Adopting in-depth interview as qualitative research method, this study interviewed two professional wedding planners and three wedding banquet managers. The principle findings is It’s acceptance in the society was low at the beginning; there was a significant growth after more then ten years’ evolution. Moreover, as the sales value of wedding banquet is the highest among other services in the wedding industry, it maximizes its own value in the industry by jointing other wedding services like banquet operation or wedding planning. The wedding planning service has thus become a competitive key power to win the market.
Therefore, professional wedding planning service has been gradually established a professional status in the wedding industry chain.
