| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 98 === The purpose of this study was to investigate the perceive of the Main Stadium of 2009 World Games visitors and feelings for the spindle, and through structural equation modeling to test if significant relationship among "service provision", "experiences", "value", "image" and "behavioral intention " exists as well. This study used a questionnaire-based survey by convenient sampling on Febraury 27, 2010 to May 23, for application into the Main Stadium and listening to the guide services visitors as the objects of study. 450 were distributed and a total of 409 valid questionnaires were collected with valid rate of 91%.The collected data were analyzed by descriptive statistics, reliability analysis, item analysis, independent samples t-test, confirmatory factor analysis, one-way ANOVA, and structural equation modeling. The results are as follows:
1. The Main Stadium visitors have quite proportion of male and female, mainly 20-29 and over 50 years of age, NT$20,001 and 60,001 revenue per month for the majority,and the visitors were married, engaged in services industry, living in the northern region for the majority.
2. The "service provision" items of "to seek to hold various events." had the highest score of perceived mean value. The "experiences" items of "to realize the concept of green building." had the highest score of perceived mean value.The "value" items of "the experiences with memories and commemorative." had the highest score of perceived mean value. The "image" items of "the media of Kaohsiung World Games had established a good image for the Main Stadium." had the highest score of perceived mean value. The " behavioral intention " items of " I will tell to others a positive appraisal about the Main Stadium." had the highest score of perceived mean value.
3. Socio-economic variables such as age and residence would partially significantly affect the perception of "service provision", "experiences", "value", "image" and "behavioral intention ". Mostly the elder visitors had higher score than younger visitors, and the eastern visitors had higher score than others.
4. The association of the three dimensions of "service provision" and the four dimensions of "experiences" reach the ideal standard, and the strongest association was the four dimensions of "experiences".
5. Significantly positive correlation among "service provision", "experiences", "value", "image" and "behavioral intention " were confirmed, and the strongest effects was the "service provision"to"experiences".
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