| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === Taking Kaohsiung Zuoying Wannian Folklore Festival 2016 as a case study, the paper explores the relevance among the issues of visitors’ travel motives, activity experience, degree of satisfaction and willingness to revisit of this local activity planned and implemented by government authorities (Zuoying District Office, Civil Affairs Bureau, Kaohsiung City Government) and community organizations.
The paper uses different research approaches, including literary analysis method, questionnaire survey method and on-the-spot observation method. The main subjects being studied in the paper are the visitors of Kaohsiung Zuoying Wannian Folklore Festival 2016 during the period of Oct. 8~15, 2016. Questionnaires were distributed to targets in a way that is convenient for sampling; and analysis of questionnaires was carried out through descriptive statistical analysis, ANOVA and the related analyses, intending to make analysis and verification of the results based on the hypotheses of the study. After analyses, research results of the paper show that: (1) The socioeconomic background of visitors has significant effects on their travel motives, activity experience, degree of satisfaction and willingness to revisit. (2) Visitors’ travel motives have significant effects on their degree of satisfaction with the activity. (3) Visitors’ activity experience has significant effects on their degree of satisfaction with the activity. (4) Visitors’ activity experience has significant effects on their willingness to revisit the activity. (5) Visitors’ degree of satisfaction does not have significant effects on their willingness to revisit the activity.
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