| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 95 === This study assessed the behavioral model of festival using latent variables of place attachment, motivation, satisfaction and loyalty, and elemental data of participators. Total of 700 questionnaires were administered through convenience sampling from Dajia Matsu Holy Pilgrimage festival on 26, March to 2, Aprilr 2006. Twenty-four questionnaires were invalid owing to being rejected and three questionnaires were incompleted, leaving a total of 673 valid ones. Descriptive statistics socio-demographic and travel characteristic were analyzed by SPSS 12.0. Confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52 for windows. All parameters were estimated by maximum likelihood method. Empirical results will indicate that place attachment have significant impact on satisfaction directly and loyalty indirectly. Descriptive findings motivation had significant impact on satisfaction directly and loyalty indirectly. Motivation had significant impact on loyalty directly.Satisfaction was significant mediating variables in this behavioral model.
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