A Case Study on Tourism Image, Tourist Satisfaction and Revisit Intenion of Kaohsiung Lantern Festival

• Main Authors: Po-Jen Chen, 陳柏任
• Other Authors: Tang-Chung Kan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/45375177186693441329

碩士 === 高雄餐旅學院 === 旅遊管理研究所 === 97 === Lantern festivals in Taiwan are more and more creative, and the three biggest lantern festivals are the most popular. “Kaohsiung Lantern Festival” is a creative activity, so I choose it as my research topic. The study is not only to investigate but analyze the tourism image, satisfaction and revisit intenion as tourists. The questionnaire adopts the way of the “Purposive sampling” and sets the attendee in 2009 to be the population. Totally, there are 2,160 valid questionnaires. This article applies the SPSS to proceed with the descriptive statistics analysis, reliability analysis, factor analysis, ANOVA, Pearson correlation analysis and regression analysis. Furthermore, I use the LISREL analysis system to investigate the linear structure relation model. Parts of demographic variables are significant differences between tourism image and tourist satisfaction. Through the factor analysis, we can divide the tourism image of tourists into five major parts, “Lantern festival subject”, “Lantern festival environment”, “City attraction”, “City culture” and “City image in tourism”. And we can divide the satisfaction into four factors, “The information of the event”, “The service of the event”, “The facilities of the event” and “The performances of the event”. The relationship among “The tourism image of tourists against the tourist satisfaction,” “The tourism image of the tourists against the tourists to revisit intension” and “The tourist satisfaction of the tourists against the revisit intension as tourists” is positively related from using the LISREL. The study indicates that if we want to enhance the revisit intension as tourists, we have to strengthen their tourism image and tourist satisfaction. Moreover, we have to improve those potential factors and give the organization that is in charge of planning and holding the event some substantial suggestions and then make them to be the references in the future.