| Summary: | 碩士 === 佛光大學 === 未來學系 === 99 === The purpose of this study is to understand the influence of cultural event of Jiaosi hot spring on local sightseeing industry, and the traveling behavior and the customer degree of satisfaction of tourist who participated in Jiaosi hot spring event, and to analyze the future development of the Jiaosi sightseeing marketing.
In this study, I take the viewpoint of Jiaosi Township in Yilan County as my study area, and take the sightseeing industries, the organizer of government official, the experts, the Hot Spring Promotion Association and the Jiaosi Hot Spring Culture Association as my basis, and the tourist of Jiaosi hot spring event as study objects. Then by way of a questionnaire to conduct sampling, I prepare for 310 questionnaires and make the analysis among the effective 300 questionnaires in 310 returned questionaires with 10 ineffective questionnaires lack of answers.
Research methods are based on Depth interview, the questionnaire survey. In addition, interview abstract and questionnaire survey is taken as research tool. I make the Qualitative research analysis with interview manuscripts, and the descriptive statistical analysis with questionnaire data.
According to the research, our conclusion as follows:
1. The cultural industry of Jiaosi area is combined with commercial commercialization.
2. The Jiaosi hot spring industry towards multiplex, the internationalization, the integration marketing development.
3. According to the questionnaire survey of Jiaosi hot spring, the tourist revisit frequently and the female is higher than the male.
4. The tourist of Jiaosi hot spring season is northern local and university graduated majority.
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