| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 105 === The requirements for leisure activities are more diversified since modern life is busy and stressful. Religious tourism thus become one of the options for people to relieve their pressure. Many religious organizations offer a lots of recreational travel programs containing religious activities to attract pilgrims and visitors and let them experience the culture of religion. This kind of experiential marketing strategy makes religious activities become an emerging potentiality in travel marketing.
This study based on the believers and tourists of Karma Temple in Zuozhen District of Tainan City, to investigate the relationship between the satisfaction of the religious activities and the willingness to re-visit and donate. This study collects the required information by questionnaires, using systematic sampling method, the total of 210 valid questionnaires were obtained after deduction of waste volume. The study found as follows:
1. Respondents were mostly “women”; Ages were around “41 to 50 years old”; The occupations of the respondents were mostly industry and commerce; The education level were mostly “University”; Mostly were the first visiting in the past one year; Personal income are around $20,001 to $40,000; Motives of visiting were mostly agree with the religious customs of Karma Temple.
2. In variables of “experiential marketing”, “felling experience”, “acting experience”, “relating experience” have a significant impact on “event satisfaction” and “willingness to re-visit”, and the influence of “relating experience” is the highest.
3. In variables of “experiential marketing”, “felling experience” and “relating experience” have a significant impact on “willingness to donate”, the “relating experience” has a greater impact on the “willingness to donate” than the "emotional experience".
4. “Number of visits”, “age”, “education level” have a great differ from the social background of the respondents.
5. Only “number of visits”, shows great difference in “event satisfaction”, “willingness to re-visit” and “willingness to donate”. The results show that “event satisfaction”, “willingness to re-visit” and “willingness to donate” of the visitors that visit for the first time are the lowest.
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