| Summary: | 碩士 === 國立臺南大學 === 生態科學與技術學系生態旅遊碩士班 === 101 === With stamp rally, an activity about gathering commemorative stamps for free gifts, a variety of festivities take place all over Taiwan and usually can attract tourists effectively. For example, stamp rally plays a key role in a series of celebrations for Dragon Boat Festival in Lukang Township, Changhua County for many years. It draws many visitors to the ancient monuments in Lukang and Changhua Coastal Industrial Park each year.
This study based on the above event investigates not only the importance of stamp rally to tourists but also their evaluations and behavioral intentions. Tourists participating in stamp rally were surveyed; 436 valid questionnaires were obtained. Descriptive statistics, item theory, factor analysis, t-test, one-way analysis of variance (One-way ANOVA), stepwise multiple regression and Importance-Performance Analysis (IPA) were used to verify the following results of research. Especially in IPA, it could be helpful for holding successful stamp rally that the importance and performance ratings show how tourists value and evaluate each attribute respectively.
1. Tourists’ backgrounds like age, education and work can affect the importance of stamp rally to them as well as their evaluations.
At importance, tourists’ age is different significantly on stamp rally’s design. Education level is different significantly on commemorative stamps, stamp rally’s design and physical/mental benefits. Occupation is different significantly on informational benefits.
At evaluation, tourists’ age is different significantly commemorative stamps and stamp rally’s design. Education level is different significantly on stamp rally’s design. Occupation is different significantly on physical/mental benefits.
2. Tourists’ hobbies, experiences or interest can have a positive influence on the importance of stamp rally to them as well as their evaluations.
3. Visitors’ evaluations of stamp rally are directly proportional to their behavioral intentions. That is, the higher opinions of stamp rally tourists have, the more willingness they have to attend such activities, recommend it to their friends and relatives, give feedback on it or gather the related information. By stepwise multiple regression, visitors’ evaluation of commemorative stamps and physical/mental benefits predictive behavioral intentions effectively.
4. According to Importance-Performance Analysis, 10 items located in “Quadrant A-keep up the good work”. 2 items located in “Quadrant B-possible overkill but good on evaluation”. 9 items located in “Quadrant C-low priority on importance and evaluation”. And 3 items in “Quadrant D- low evaluation and should be concentrate here”. Items in Quadrant D should be improved first. It means interpretation, shuttle bus services and experience activities of stamp rally, which were considered very important by visitors but didn’t live up to their expectations, should be improved first.
5. The significance of stamp rally for heavy commemorative stamp collectors as well as their evaluations and behavioral intentions are different from the other people.
This study classified tourists to four populations, heavy/moderate/light commemorative stamp collectors and non-commemorative-stamp-collectors. Heavy participants attach greater importance and higher evaluation to stamp rally’s commemorative stamps, design, physical/mental benefits and informational benefits. Besides, heavy participants have higher more willing to attend such activities, recommend it to their friends and relatives, give feedback on it or gather the related information than the others.
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