| Summary: | 碩士 === 長榮大學 === 土地管理與開發研究所 === 95 === Festival has become the important tourism resources in the world. This activity can integrate local peculiar humane resources and culture assets. Not only can strengthen the local image, but also can create economic benefits. However most organizers focus on economic benefits only, but ignore the quality and service. Therefore it will cause difficulty to attract visitors and reparticipate again. This study reviews the related literatures in activity quality, customer behavior, visitor satisfaction and activity benefit. Then we try to build 「festival benefit evaluation model」 with structural equation model. Accordingly Miao Li International Mask Festival are selected as research subject. And we use LISREL to verify appropriating factors of benefit evaluation model and causality. The mains findings of this study summarized on the following：
1. From measure model, “the transportation convenience” represents the highest to activity quality, secondly “the perimeter resource and expense” shows the interviewed visitors comparatively pay more attention to the local facilities provided. And "the content attraction" factor represents the lowest, but still effect the activity quality obviously. Besides the benefits developed by this activity for visitors show two highest items as "the region develop" and “the culture radicate”. However "economic benefit" factor shows the lowest.
2. From the path analysis:
(1) Activity quality significantly influences visitor''s satisfaction;
(2) Activity quality significantly influences the behavior;
(3) Activity quality not significantly influences activity benefit;
(4) Visitor''s satisfaction significantly influences the behavior;
(5) Visitor''s satisfaction significantly influences by activity benefit;
(6) The behavior significantly influences activity benefit.
Referring 1. and 2. “activity quality” will influence “activity benefit” via intermediary factor “visitor satisfaction” and “ the behavior”. Using LISREL this study finds benefit evaluation model explaining the cause and effect between main related variables. The activity organizers offer more facility and service, the visitor revisiting activity and satisfaction become higher, Consequently the activity benfits will be realised.
|
|---|
