The Sensory Experience of Festival Activity--An Example of the Taiwan Coffee Festival

• Main Authors: I-jung Chen, 陳乙榕
• Other Authors: Chen-yin Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/54440016938615293450

碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 96 === 　　In recent years, the government promotes to advance the local tourism destination-marketing, in order to get the result of a regional marketing through the festival activity. The successful festival is important in understanding the visitors’ sensory experiences, five senses will experienced to analyze a traveler finally experience. Thus, this study aims to understand the visitors’ sensory experiences and behavior in the Taiwan’s Coffee Festival, and the study was conducted through two stages using both quantitative and qualitative research. The qualitative method of Netnography was applied for the first stage to investigate tourist’s sensory experiences. The second stage involved a structural equation modeling was applied to examine the causal relations among variables. 　　 　　The research results showed that tourist’s sensory experiences can to produce local image in the festival, and then the local image may significantly influence the visitors’ mindfulness and travel intention. Five senses were combining all kind of sense’s information, tourist actual to be affected by festival character and local culture, and created new local image. In the festival, it is easy to understand through experience activity, information guide, food to taste and landscape to deploy are influencing tourist mindfulness studying factors. It is changed to tourist’s attitude of mind and sensation. However, when tourist to attend the festival to feel reality with he was imagined in the heart are different, he will lower possibility to choose to revisit this place. Consequently, this study proposed sensory experience conclusion and suggestion based on the result to the production, academic and government fields.