A Study on the Visitors’ Benefit Cognition from Agricultural Event— A Case Study of Tainan Baiho Lotus、Tzocheng Fossil、Mado Pomelo Festivals

• Main Authors: May-Ping Lin, 林美萍
• Other Authors: Wen-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/34qd7k

碩士 === 逢甲大學 === 土地管理所 === 91 === Abstract Agricultural events not only promote sale of special crops but also make local towns become more famous and offer recreation opportunities for urban residents. The purposes of this study were first to examine the relationships between visitors’ socio-economic attributes and their benefit cognitions of carnivals; secondly to compare the differences in their benefit cognitions among different carnivals; and finally to examine the correlations of benefit cognition variables for each carnival. The conceptual framework was established on the basis of the stimulation and reaction theory, recreation cognition development theory, recreation motivation theory and recreation behavior theory to operationally define variables, such as visitors’ socio-economic attributes, travel characteristics, level of satisfaction and degree of agreement on concerned questions. This research took Tainan Baiho Lotus, Tzocheng Fossil, Mado Pomelo Festivals as a case study to analyze visitors’ benefit cognitions. The results of this research are expected to be the references for local government when they hold their event carnivals in the future. The results of the research are shown as follows： 1.Among visitors’ socio-economic attributes, only education and occupation of Mado Pomelo Festivals were significantly related to the level of their satisfaction on the “convenience factor”. However, this findings did not apply to the examinations of their cognitions of festivals’ contribution to local communities. 2.Most visitors had pretty high level of satisfaction on each festival they attended. But by comparing the satisfaction levels across these three festivals, it was found that satisfaction level of a small scale festival like Tzocheng Fossil festival was higher than that of larger ones like Tainan Baiho Lotus and Mado Pomelo Festivals. And very interestingly, this finding did apply to the examinations of their cognitions of festivals’ contribution to local communities. 3.The visitors’ level of satisfaction had significantly related to their cognitions of festivals’ contribution to local communities. ”Providing experience of getting close to the farm fields” was the common item to be pursued in all these three festivals. Some suggestions for the references of management and follow-up research were presented for the future event holder and researchers.