| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系碩士班 === 92 === In recent years, festival events have been one of the best ways for marketing places. As festival events are held, places are quickly developed to accommodate tourist activities, many impacts therefore occurred. Previous studies of festival events in Taiwan often focus primarily on visitors and their economic values. This study examines residents'' perceptions of event impacts, their reactions to such impacts, and how perceptions of impact and reactions affect their supports and commitments. The study employed survey to Tong-Kang residents, 308 valid questionnaires were collected. Cluster Analysis, T-Test, One-Way ANOVA, Pearson Correlation Analysis, Regression Analysis are used to analyze the relation among residents'' perceptions of event impacts, reactions, supports and commitments. Key results are as follows: 1) Residents'' perceptions of positive impacts are more than negative impacts. 2) There are three types of reactions to event impacts: “fully-accept”, “passive-tolerate” and “neutral-outsider”. Overall, residents'' reactions are positive. 3) The individual variables of residential location, occupation, event-related employees, and the relation between event and income showed differences in supports and commitments to the event. 4) Community attachment has moderate effect on the relationships among residents'' reactions and supports and commitments to the event. 5) Community consciousness and affinity play an important role in support and commitment to the event. According to the research findings, suggestions for marketing and managing events are provided to event holder and future research directions are made.
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