A Study of the Quality of 2018 Taichung World Flora Exposition: An Application of Importance- Performance Analysis

• Main Authors: CHAO, CHIEN-PING, 趙建平
• Other Authors: Su, Jing-shu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/hr66ve

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 108 === As carefully calculated, the era of Mega Event can be traced to the existence of human beings has existed. In recent years, festivals, Mega Event and tourism industry have been combined together become a serious program for most of city in the world. Therefore, The Mega Event can bring political, economic, and elevated status to the host country, and also bring about a significant increase in the exposure of the international media, which is more conducive to the urban rebuilt of the host country. According the urban characteristics, countries also choose the types of events or festivals which is suitable for their own cities and it's also combined with cities tourism policy of the year. Since Taipei Flower Expo 2010, Taichung also held the 2018 Taichung World Flora Exposition. This study will be held 2018 Taichung World Flora Exposition as a example, explores the analysis of the service quality of each contruct of Flora exposition by the importance-performance analysis method. This study is also use the Likert five-point scale as a measurement, focus on visitors who visited Flora Exposition as the main target, issued a total of 477 questionnaires, and 477 received, the receive rate is 100%, of which 440 valid questionnaires, 37 invalid questionnaires. The research results shows it is divided into four quadrants, and the first quadrant has a high importance in overall service quality, but the 11 items with poor performance are listed as give priority to improving the area to make recommendations, they are 「The quality of food and beverages are acceptable (1)」、「 Diversity of food and beverage choices (2)」、「 Reasonable and acceptable food and beverage prices (3)」、「The price of shopping products is reasonable ( 4)」、「Waiting time is acceptable (14)」、「Parking is easy to find (30)」、「Washroom is clean and odor-free (31)」、「The venue of the park is large enough to accommodate tourists (32)」、「Parking is easy to use (33)」、「 Flower Exposition offers an opportunity to enjoy shopping (35)」、「Flower Exposition offers an opportunity to enjoy international cuisine (36).」 And using the preliminary regression test to check whether it is consistent with the original expectation, and then use each contruct as the self-variable, and use the "behavior intention" as the dependent variable to carry out simple regression analysis. The result is only information service and visual attraction in each contruct. P<0.005 for the two facets, and the β value of each contruct is positive except for the experience of entering the field, indicating that the influence between the contruct is positive and the willingness to significantly influence the behavior intention of the tourists.