| Summary: | 碩士 === 雲林科技大學 === 企業管理系碩士班 === 98 === Over the past decades, there has been a significant decrease in the number of cultural festivals in the countries all over the world. Accordingly, on the one hand festivals are increasingly prominent events in cultural life in many cities; on the other, there is an intense competition between different festivals in attracting potentially arousing visitors. As Taiwan is an island, tourism is the indispensable industry that full of variety culture influence. Consequently, there are different kinds of festival celebrations hold every year in Taiwan to allure patrons’ visiting. As the result, it is important to analyze factors that could enhance a festival’s attractiveness and increase the re-patronage intention. Yet very little theory exists addressing exactly what makes a festival a marketing achievement. Linking festival environmental cues, patrons’ emotions, satisfaction, re-patronage intention and word-of-mouth intention in a theoretical model, this study includes the survey of more than 400 visitors attending some major Taiwanese festivals (Kaohsiung Lantern Festival, 2010 Taiwan Lantern Festival, and Pingxi Sky Lantern Festival.) to test the theory. The results suggest that controllable environment characteristics, such as festival content affect patron emotions including consumer satisfaction as well as these emotions mediate the impact of the festival environment on visitors’ intentions to the festival.
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