| Summary: | 碩士 === 長榮大學 === 運動休閒管理學系(所) === 97 === Kaohsiung City has transformed from an industry-focused town into an ocean harbor. Its tourism environment has especially been attended to to promote the city image. In 2004, the city government signed a contract with the International World Games Association (IWGA) for the hosting of the first international competition in Taiwan, attempting to introduce Taiwan to the world. The purpose of this study was to analyze traveler perception of Kaohsiung City, venue of the 2009 World Games. According to previous research, major variables of concern for the present study include tourism image, tourism experience, perceived value, and revisit willingness.
Questionnaires were administered to 666 tourists in Cijin, Lotus Lake, and National Science and Technology Museum in Kaoshiung City. A non-random sampling method was employed. A total of 630 valid questionnaires were returned. The collected data were statistically analyzed using t-test, one-way MANOVA, Pearson Correlation Analysis, and Regression Analysis. The results are shown in following:
1. Demogrpahic variables did not affect the tourism image of Kaohsiung City, but concerning the tourism experience of travelers, their travel frequency had a significant effect on their impressions of the city.
2. The residence of travelers had a significant effect on the sport image of Kaohsiung City, and concerning the tourism experience of travelers, their travel frequency had a significant effect on their impressions of the city.
3. Concerning the tourism experience of travelers, their travel frequency had a significant effect on their impressions of the city.
4. Concerning the perceived value of travelers, their travel frequency had a significant effect on their impressions of the city.
5. Concerning the revisit willingness of travelers, their travel frequency had a significant effect on their impressions of the city.
6. The tourism image of Kaohsiung City had a positive effect on the tourism experience of travelers.
7. The tourism experience of travelers had a positive influence on their perceived value.
8. The tourism image of Kaohsiung City had a positive influence on the revisit willingness of travelers.
9. The tourism experience of travelers had a positive influence on their revisit willingness.
10. The perceived value of travelers had a positive influence on their revisit willingness.
11. The analysis of tourism image, sport image, and perceived value reached a 46 percent success rate in predicting the revisit willingness of travelers.
Based on the findings, theoretical and practical implications were discussed.
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