| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 101 === Abstract
The purpose of this research is to understand the status quo of visitors’ motivation, satisfaction and loyalty to festival activities and explores the correlations among these three variables. The method of this research is based on questionnaire named” Research survey on correlations among visitors’ motivation, satisfaction and loyalty to festival activities in terms of 2013 Spring Scream Music and Art Festival.” The participations of the research subject to individual and groups that attended the particular 2013 Spring Scream Music and Art Festival. 425 participants are asked to complete the survey and 398 surveys are received in total. However, there are 32 missing data and thus target samples account for 366. The compiled data were analysed by descriptive statistics, t-test, One Way Analysis of Variance, Scheffe post comparison and Pearson's Product_moment Correlations.
Findings of the research:
Analysis of visitors’ background
1.The finding shows the majority visitors who participated in the 2013 Spring Scream Music and Art Festival are females. Most of them are students aged between 20 and 29 with unstable incomes and unmarried. Participated companions are mostly colleagues or friends.
2. There is a significant difference among background variables in terms of gender, age, and companion.
3. There is a significant difference on visitors’ satisfaction in terms of gender, age, and companion’s background variables.
4. There is a significant difference on visitors’ fidelity in terms of gender, age and companion’s background variables.
5.There shows a medium and high positive correlation between different recreational motivation and satisfaction.
6.There shows a medium and high positive correlation between different recreational motivation and loyalty.
7.There shows a high positive correlation between satisfaction and loyalty.
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