| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 95 === This study assessed the behavioral model of aboriginal festivals including latent variables of motivation, satisfaction, after-travel behavior and travel characteristics from the elemental data of tourists. A total of 800 questionnaires were administered through convenience sampling from two aboriginal festivals on 28, 29 July and 2, 3 December 2006. Eleven questionnaires were invalid owing to being incomplete, leaving a total of 789 valid ones. Firstly, the descriptive statistics including socio-demographic and travel characteristic were analyzed by SPSS 12.0. Secondly, a confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52 for windows, and all parameters were estimated by maximum likelihood method. Mainly descriptive findings were as follows: 54.9% were female respondents; 21.4% were single; 49.2% aged from 21 to 40 years old; 69.3% were college educated. Positive connection existed in tourists’ residence and the location of festival. Empirical results indicated that motivation had significant effect on satisfaction directly and after-travel behavior indirectly. Satisfaction had significant effect on after-travel behavior. Satisfaction was a significant mediating variable in this behavioral model.
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