A Study on Consumption Values, Recreational Activities and Leisure Benefits for 2013 Taiwan Lantern Festival Visitors

• Main Authors: Chia-Chieh Yang, 楊佳潔
• Other Authors: Wen-Guu Lei
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/51825016213183924828

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === Taiwan Lantern Festival is a national large-scale tourism pageant. This study aims to understand the relationship of a study on consumption values, recreational activities and leisure benefits for 2013 Taiwan Lantern Festival visitors and to explore the impact of variables. The questionnaire was used to facilitate the sampling period held surveying at the Lantern Festival. 580 copies were distributed, and 566 valid questionnaires were returned. Survey data was analyzed by SPSS statistical and the results showed: 1.Reposdents perceived high level of tourist consumption values, recreational activities and leisure benefits. 2. Based on different marital status, modalities of participation, companion of tourists, there were significant differences in consumption values, recreational activities and leisure benefits. Consumption values and leisure benefits of different age tourists were reached in significant differences. 3. Consumption values for recreational activities have significant prediction of 69% and the best prediction is functional value and social value. Recreational activities for leisure benefits have significant prediction of 63% and the best prediction is psychological experience. Based on the findings, tourism marketing to enhance consumption values, perceived feelings to enhance recreational activities, social support to enhance the leisure benefits is a number of recommendations. We expect the results can provide planning reference to festival organizers.