Tourist Motivation and Revisit Intention to Community-based Cultural and Creative Market─ The Case Study of XiShu Community

• Main Authors: CHIANG,HUI-CHUAN, 江惠娟
• Other Authors: Kao, Hua-Sheng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4e29j2

碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === XiShu community is located at the southwestern part of Tainan, and close to the Taiwan Strait. With the efforts by its community empowerment team and the villagers, this community has changed from a declining fishing village to a new type of Community-based Cultural and Creative Market. The survey method is adopted to understand the tourists’ background and their motivation--- the relations between push and pull factors and to see if the tourists’ background and motivation will lead to a significant influence on their revisit intention. Convenience sampling was used for data collection; 350 questionnaires were sent out on the fashion market, while 329 questionnaires were collected as effective ones; the valid recovery rate is 94%. The questionnaires were dealt with by IBM SPSS Statistics 21.0 and analyzed in statistical methods of descriptive statistics, reliability analysis, correlation analysis, and regression analysis. According to the research results, there were more female visitors than male ones, whose age ranged from 20 to 29. Besides, most of them lived in the southern part of Taiwan, and their average length of stay was 2 to 3 hours. A majority of the visitors made their first visit to this community for tourism, and they usually spent less than NT$500 dollars on the fashion market. Internet is the main access for the visitors to gain information about the market. Overall, tourists’ background has a significant influence on tourists’ motivation and their revisit intention to different extents. The push and pull factors lead to a great effect on revisit intention. In the end, this research concludes in comments and suggestions for the fashion market organizers, creative communities, art education and future researches.The suggestions are as follows,including repurposing of unused space, the strategy for extensive length of stay, industry-university cooperative research project, resources integration between public and private departments, and so on.