| Summary: | 碩士 === 國立臺北教育大學 === 社會與區域發展學系碩士班 === 105 === Festival tourism has been recognized as one of the ways for local development or community development since festivals create destination attractiveness and increase the global competitiveness in place marketing. According to self-congruity and functional-congruity theories, visitors tends to select destinations that correspond to their self-concept. Furthermore, tourists would visit the destinations that match actual of destination’s utilitarian benefits and tourists’ ideal destination’s utilitarian benefits. The greater degree of congruence, the higher probability of intention to visit the destination. Therefore, this study tried to investigate the relationships among the destination visitor images, self-congruity, functional-congruity and the intention of attending the festivals.
The data were collected from the “Pingxi Sky Lantern Festival” in 2017. There were 368 questionnaires were collected. The results showed that the self-image was highly consistent with the destination visitor image, and then the tourists had higher intention to visit the festival. The influence of social self-congruity on the visit-intention was higher than actual self-congruity. Functional-congruity also had a positive impact on festival visit intention. The festival managers should consider the influence of the destination visitor image and destination function on the development of the place.
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