The Study of Expectation, Events Awareness and Willingness to Revisit Hakka Xindingban Festival

• Main Authors: LI,SIH-HUEI, 李思慧
• Other Authors: Chen-Chi Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/78403142432285832773

碩士 === 國立聯合大學 === 資訊與社會研究所 === 103 === The Dong-shih Xin-ding-ban Festival was originally the cultural folk festivals in Taiwan. However, the Xin-ding-ban only in Dong-shih generates “Dou Ban” customs, which has always been noticeable. Reportedly the history of Xin-ding-ban Festival has more than two hundred years, and the Hakka rice-food culture is very pluralistic. The “Ban” occupies a very important position in response to various types of festivals, and that develops “eat Ban-ei “culture. And order to pray for newborn male baby grow up safe, with a "Xin-ding-ban" to announce good news to relatives and neighbors, which has become Hakka traditions. For decades, Dong-shih region continue the Xin-ding-ban culture, and it has evolved into Dong-shih Xin-ding-ban Festival. It has become one of the 12 Hakka festivals by the Hakka Affairs Council. Organizing festivals is one of the main methods of local tourism developments, which aims enhance visibility by large-scale activities, and encourage more foreigners to come and spend, drive economic benefits. Through the promotion of the Hakka Affairs Council, it combined with Dong-shih Xin-ding-ban and tourism Festival to create a Taiwan Tourism XII International Folk Custom Festival. Each time during the busy festival always attracts a large number of the faithful and tourist crowds. With more festival tours, continued to promote local economic growth, and undoubtedly injection potential opportunities for Dong-shih Xin-ding-ban Festival. The study sent out questionnaires at festival site, and subjects were the visitors of Dong-shih Xin-ding-ban Festival. It's total 282 valid questionnaires, and verify hypotheses. After using PLS analysis, the study found that factors that affect visitors to participate in "Dong-shih Xin-ding-ban Festival" include: expectation, cultural identity, events awareness, destination Image. And whether have willingness to buy after the visitors to participate in the " Dong-shih Xin-ding-ban Festival " And whether they are willing to re-visit, as well as the actual purchase amount involved in this activity. This study was based on the above findings, and then put forward specific theory and practice implications, and recommendations for future research. Keywords: Expectation, Cultural Identity, Activity Awareness, Destination Image, Revisit Intention, Purchase Intention, Actual Purchase