| Summary: | 碩士 === 康寧大學 === 資訊傳播研究所 === 100 === The purpose of this research is to explore the destination image, participation experience and Perceived value of visitors participating in festive activities in Beigang Township and to analyze differences of these three variables for tourists with various backgrounds. A scale was used for measurement and purposive sampling was conducted. A total number of 400 copies of the questionnaire was issued and 391 valid copies were retrieved..Descriptive statistics, factor analysis, t-test, one-way ANOVA, Scheffe’s posterior comparisons and structural equation modeling (SEM). the study results are summarized as follows:
Most of the visitors participating in Lantern Festival activities are females with an age from 36 to 50. Most of them are married with children and live in central Taiwan. Their education background are university, college or vocational school. They work in the Farming and service with a monthly income of 1 to 30,000 NT dollars. Their families, religious aspects of Taoism majority, go with them and they have participated in such activities for more than 2-5 times. Tourist did not travel to other attractions. Most of sightseeing information were from television, newspapers and magazines.
Significant differences of the destination image involve in residences, age, occupations, faith, monthly incomes, companion, marital status, the experiences of participation and tourist information. participation experience also revealed significant differences in residences, monthly incomes, marital status and the number of participation. Perceived value involve in occupations, monthly incomes, participation frequency and tourist information is significant differences, too.
The destination image imposes significant and positive impact on participation experience. Visitors’ participation experience influences perceived value positively. The destination image affect perceived value significantly and positively.
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