| Summary: | 碩士 === 南臺科技大學 === 休閒事業管理系 === 107 === Heavily impacted by the global economy and severe competition, the once profitable Taiwan Sugar Company has been forced to shut down many of its refineries and seeks the opportunity to transformation. In 2005, the Ten Drum Art Percussion Group chose the Rende Sugar Refinery as its base, reinventing the idled old sugar factory with creation and aesthetic in a hope to revitalize it. Here, visitors are expected to appreciate its appeal and walk into this cultural park to experience its innovation granted by creativity and technology. Hence, this study is to examine whether visitors’ experiences at the park can satisfy their needs and lead to higher revisit intentions. A questionnaire survey was used to collect data from visitors to Ten-Drum Cultural and Creative Park to examine the relationships of recreation attraction, recreation experiences, recreation satisfaction, and revisit intentions. A total of 350 responses were collected and 343 valid ones were retained after deleting 7 incomplete data, which is 97% valid response rate. All the data retained were analyzed with descriptive statistics, t-test, item analysis, one-way ANOVA, and multiple stepwise regression. The results are as followings: (1) Visitors’ recreation attraction, recreation experiences, satisfaction and revisit intentions partially differ depending on their personal backgrounds. (2) Visitors’ recreation attraction and recreation experiences have significantly positive influences on satisfaction and revisit intentions. Among those influencing dimensions, facility appeal and sense as well as psychological experiences are more powerful predictors of satisfaction while infrastructure appeal and psychological experience are more powerful predictors of revisit intentions. (3) Visitors’ recreation satisfaction have significantly positive influences on revisit intentions, with service and facility satisfaction the most powerful predictor. Based on our research results, this study further provides suggestions to related business and other cultural industries.
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