A Study on Travel Motivation, Destination Image, and Loyalty of Religious Tourists-A Case Study of Taizih Temple in Tainan

• Main Authors: HUNG, MEI-FANG, 洪梅芳
• Other Authors: CHEN, CHIA-JU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ufc673

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 104 === The purpose of this study was to understand the religious tourists’ travel motivation, destination image, and loyalty in Tainan Taizih Temple, and validate the relationship among the above three variables. This study provided 320 questionnaires, and collected 300 valid questionnaires. Questionnaire data was analyzed with SPSS for Windows 12.0 and Amos 20.0. The majority of the religious tourists in Taizih Temple were male, married, Toaoists, workers or businessmen, between 31 to 40 years old, graduated from colleges or universities, with 20,001~40,000 dollars monthly income. Main Travel Motivation was for “the ancient objects”；main Destination Image was “the religious festivals.” The results also showed that Travel Motivation didn’t influence Loyalty significantly, Destination Image significantly influenced Loyalty, and there were significant correlations between Travel Motivation and Destination Image.