The Relationships among Travel Motivation, Tourism Image, Satisfaction and Revisiting Willingness of Taiwanese Traditional Festival-A Case Study of The Coming-of-Age Celebration of Kailung Temple in Tainan

• Main Authors: Yu I-Chun, 俞怡君
• Other Authors: Tzu Lun-Chung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/12370383735090868347

碩士 === 嘉南藥理科技大學 === 休閒保健管理系暨休閒事業管理研究所 === 101 === In recent years, in order to promote sightseeing activities in the festivals, the government intends to introduce folk customs to domestic and foreign tourists. However, with the rapid development of local sightseeing activities, people mainly focus on the delivery of marketing concept. Moreover, due to the intimation of activity mode, it is lack of creativity and uniqueness and the cultural connotations in the festivals are ignored. Therefore, the study taking the centennial celebration of Kailong Palace in Tainan and 16-year-old The Coming-of-Age Celebration as the example, with questionnaire survey, issuing questionnaires 200 effective samples 185 copies.This study intends to understand the travel motivation, tourism image, satisfaction and revisiting willingness of tourists who take part in activities, and to analyze their relationships. The results of the theses list below, 1.Travel motivation had significant positive influences to satisfaction. 2.Tourism image had significant positive influences to satisfaction. 3.Satisfaction had no significant positive influences to revisiting willingness . 4.Travel motivation had significant positive influences to revisiting willingness. 5.Tourism image had significant positive influences to revisiting willingness. 6.The almost same result came from the comparison between qualitative and quantitative data. It aims to find out the sustainability of holding16-year-old The Coming-of-Age celebration activities in Tainan and future sightseeing opportunities so as to attract more tourists, promoting sightseeing and improving economic performance in Tainan.