| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 95 === From Kenting in the south to Keelung in the north part of Taiwan, tourism events bloom in recent years and have become important tools of policy makers to stimulate economic activity in local communities. However, as the events grow vastly in frequency and scale, the economic impacts of events rely mostly on event organizers’ rough projections with a lack of systematic and scientific grounds. This study employs Inter-industry Transaction Table of Taiwan 2004, statistics from Statistical Bureau of Taiwan and collected spending data of visitors to Sun Moon Lake FACV Sakura Festival 2007 to merge visitor expenditures on different sectors into the direct output of event sector and, then, estimates the event impacts on Nantou County via input-output analysis.
An onsite purposive sampling was conducted to collect visitor spending data and 747 completed questionnaires were collected. The result indicates that Sun Moon Lake FACV Sakura Festival 2007 attracted 150,805 visitors and resulted in an estimate of direct visitor expenditures of $139,436,014. Among them, $135,148,221 was generated from out-of-county visitors and $4,287,793 from Nantou County residents who would have traveled out of county for this event. The average expenditures per out-of-county visitor in Nantou County was $973 and the average onsite expenditures per Nantou County resident was $360.
Using the input-output model for Nantou County after merging the visitor expenditures on different sectors into the direct output of event sector, the backward and forward linkage indices of event sector were both lower than 1. It shows that event sector has weak inter-industry linkages with the rest of the economy. In economic impact analysis, the economic impact on total industry output was $203 million, the economic impact on personal income was estimated at $111 million and the model estimated that the event created 163 jobs. The study’s results indicate that tourism events can be helpful in promoting economic activity in Nantou County.
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