| Summary: | 碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 106 === Taiwan’s cultural festivals and activities are rich and diverse, making great impressions on many cities. These cultural activities enhance local visibilities, promote city tourisms and stimulate economic growth. Moreover, they gain importance in preserving local cultures. Festival activities receive recognitions and values from locals. They become the “urban brands” that help shaping the images of the cities. For example, New Taipei City won its first “2017 World Festival & Event City Award” by hosting many cultural activities, including International Drum Art Festival.
Over the last few years, cultural activities have been developed and prospered, which leads to an increase in people’s participations in those activities. The investigation of this study will be based on International Drum Art Festival, focusing on experiential values, satisfaction, Word-of-mouth sharing, revisit intentions and cultural awareness. The purpose is to find out the effects on people’s feelings and thoughts toward International Drum Art Festival, which can provide strategic suggestions on increasing satisfaction. In addition to that, experiential values heavily affect satisfaction, which reflects all the positive aspects of the festival.
All the questionnaires were analyzed using IBM SPSS Statistics 18. In total, 650 questionnaires are issued, in which 502 questionnaires are valid. Regression Analysis are used to investigate experiential values, satisfaction, Word-of-mouth sharing and revisit intentions cultural awareness.
The results of this study show that the experiential values has a significant positive correlation with satisfaction, Word-of-mouth sharing, and revisit intentions. Satisfaction is not significant for Word-of-mouth sharing and revisit intentions, and Word-of-mouth sharing has significant relevance to revisiting will. People with a high level of cultural awareness will have higher experiential values and Word-of-mouth sharing, as well as higher experiential values and Word-of-mouth sharing adjustments. This will increase the loyalty of activities. This study believes that people with high cultural awareness will have emotional and cognitive feelings about participating in activities. The expectation is high, and therefore if the activity can meet the people's cultural awareness and emotions and enhance the experiential values, their loyalty will also be relatively increased.
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