| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 106 === The Chao–Tian Temple is the most famous religious site and owns every kinds of historical monuments in Taiwan. There are endless streams of pilgrims in Beigang every year, where has provided excellent conditions to develop religious culture tourism. In order to understand those who come to visit and worship, this study has focused on the analyses of their perceptions and attitudes and satisfaction towards the Ma-Zu culture and the relationship between them as well.
This study had conducted a questionnaire survey on tourists who visited the temple and the well-known commercial centers in Beigang Township. By using the SPSS 20.0 as the data analysis tools, some descriptive statistics, reliability analysis, independent sample t-test, one-way ANOVA, snow law comparative data analysis, and regression analysis were applied to the data collected and to verify the research hypotheses.
Results of this study have shown as followings:
1. The most of tourist is female whose age is 20 to 40, monthly income 20,001-40,000 , participate and donate more than three times and living in southern area of Taiwan.
2. Discovered from differences analysis, there are significant differences resulting from the frequency of visit and donate on perceptions. Besides, it has the significant difference attributed to education level and the frequency of donate on attitudes. Finally, there are significant difference due to age, gender, education level, monthly income and residential locations on satisfaction.
3. Third, discovered from regression analysis, the perceptions has a positive influence on the attitudes. Then, the attitudes has a positive influence on the satisfaction. Finally, the perceptions has a positive influence on the satisfaction.
Keywords: Ma-Zu culture tourism, perceptions, attitudes, satisfaction
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