The Relationships among Festival Service Quality, Service Value, Customer Satisfaction and Revisiting Willingness: An illustration of 2008 World Culture of Candy Festival

• Main Authors: Chuang,Meng-Jung, 莊孟融
• Other Authors: Liang, Wen- Ke
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/76955044506435589869

碩士 === 南台科技大學 === 國際企業系 === 96 === Recently, local governments took their responsibility to develop their own regions based on local autonomy of democracy. Therefore, all city and county governments enthusiastically promoted the Culture Tourism, looking for more opportunities for their region development. For example, the Tainan County Government rebuilt the old Chia-Li sugar factory, which had been left unused for a long time, and made it as the Hsiao-Lung Culture Garden. Tainan County Government formally entrusted some enterprises to manage this property in 2008. The 2008 World Culture of Candy Festival was held here from January 19th to February 2nd. It was hoped that it can promote the industrial development of region’s culture and open the door for tourism. The purpose of the study was: (1) to investigate the verification of the relationships among service quality, customers’ satisfaction, service value and revisiting willingness, and (2) to provide some suggestions for managers in this industry. The subjects were tourists who participated in the World Culture of Candy Festival of 2008. Five hundred and fifteen questionnaires were gathered from tourists. The data were further analyzed via Amos. It is hoped that the research findings can be used for increasing activity satisfaction, enhancing revisiting willingness and hence helping develop local tourism industry.