| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 98 === Cooperating with local industries, institutions, such as communities, civil groups, local governments, and central government, have held festivals with local features to show the vitality of the local, to create the sense of identification and honor, and to promote the local economy. It is important for hosts of Festivals to understand the popularity of the recreation, the satisfaction rate of tourists, and to build long-term relationship with the customers. How tourists value the recreation plans and their recreation experience are analyzed in this research. Based on the viewpoint of tourists, this research shows the opinions of tourists’ participation in festivals and uses the result as the reference of future plan and strategy of tourist service.
The purposes of this research are as follows:
1. To understand the attributes and characteristics of tourists who joined the 2008 Happiness Carnival-Town of Wedding Gown in Rueifang;
2. To understand how tourists value the recreation plan;
3. To understand the satisfaction rate of tourists;
4. To explore and discuss the relation between how tourists value the recreation plan and their experience; and
5. To analyzed how tourists value the 2008 Happiness Carnival-Town of Wedding Gown in Rueifang and their satisfaction rate by IPA.
The subjects are the tourists who joined the 2008 Happiness Carnival-Town of Wedding Gown in Rueifang. 420 questionnaires were issued and 400 were returned and valid, rated as 95.24%. The approaches of this research are Reliability Analysis, Descriptive Statistics, Independent-Samples t-test, One way-ANOVA, Correlation Coefficient Analysis, and Importance-Performance Analysis.
The results of this research show:
1. Part of the attributes and characteristics of tourists have influence on how tourists value the recreation plan and satisfaction rate;
2. How tourists value the recreation plan has positive relation with satisfaction rate;
3. Among the 30 items of recreation plan with IPA, the item “routes” falls on the immediate improved zone and the items “transportation”, “appealing of campaign”, and “ quality of interpretation” fall on the over-supplied zone.
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