Summary: | 碩士 === 樹德科技大學 === 會展管理與貿易行銷碩士學位學程 === 103 === It has become a worldwide tide of assisting the development of cultural tourism and prosperity of local industry via various temple festivals and activities. Many big temple festivals not only bring enormous business opportunity but also facilitate the tourism and enhance the economic benefits in the surrounding areas of temples annually. The temple activities and the implementation of two-day weekend policy have raised the awareness of places and promoted leisure life quality in the past years. By integrating cultural resources and festival activities, temples create attractive products and fascinate tourists to develop local tourism industry. And it has been the subject concerned by researchers of how to strike a balance of spotlighting the features of temples and keeping the cultural meanings of festivals themselves.
Taking Matsu Temples in Tainan as examples, the purpose of the study was to study the participation behavior of tourists who took part in temple cultural festivals and to identify the influence of behavioral intentions of tourists by analyzing attractiveness of temple, perceived value, experiential value and experiential satisfaction. Using questionnaire as a tool of research, the study distributed questionnaires to tourists who took part in festivals and activities in Tainan Grand Matsu Temple, Luerhmen Matsu Temple and Tucheng Luerhmen Matsu Temple as the respondent subjects. The statistical analysis encompasses the factor analysis, ANOVA analysis, correlation analysis, and multiple regression analysis.
Based on the findings of this study, temple tourists have significant differences in the attractiveness of temple, perceived value, experiential value and experiential satisfaction. Meanwhile, the behavioral intentions of temple tourists can be explained by the factors of attractiveness of temple, perceived value, experiential value and experiential satisfaction, and the explanatory power of regression model reaches 78.9%; the behavioral intentions of temple tourists can be predicted by the factors of attractiveness of temple, perceived value, experiential value and experiential satisfaction, and the predictive power of regression model reaches 63.4%.
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