| Summary: | 碩士 === 南臺科技大學 === 休閒事業管理系 === 105 === This study aims to understand the relationship among visitors' motivation, satisfaction and loyalty of Taiwan International Orchid Show visitors. We adopted Taiwan International Orchid Show visitors as the research object, 550 questionnaires were distributed and 440 valid questionnaires were collected, and the response rate was 80.00%. Following the purpose of the study, various statistical analysis methods were taken such as descriptive statistics, independent sample t test, one-way ANOVA, Scheffe's method and multiple regression analysis methods. The results of this research are asfollowing: 1. The most visitors came from south or central Taiwan and the tourism informations of Taiwan International Orchid Show were from the introduction of relatives, friends, the Internet and television broadcasting, While their companies were maily family, relatives, friends, colleagues, teachers and Schoolmates. Many of the visitors were over 20 to 50 of age and unmarried, whose educations basically were collegiate or senior high school, and the majority tourism motivation of visitors was "Objective Visit ". Beside there were more women than men. 2. The significant differences in visitors’ motivations are found among visitors with different travel characteristics and of different background (gender, age, education, monthly income, marital status, residence, tourism motivation, travel companion, times of travel and time of stay). 3. The significant differences in satisfaction are found among visitors with different travel characteristics and of different background (age, education, monthly income, marital status, residence, tourism motivation, travel companion and times of travel). 4. The significant differences in loyalty are found among visitors with different travel characteristics and of different background (age, education, monthly income, marital status, residence, tourism motivation, travel companion and times of travel). 5. Visitors' motivation has positive influence on satisfaction. Satisfaction has positive influence on loyalty. Visitors' motivation has positive influence on loyalty. Finally, according to the research results, this study expected to understand the various characteristics of Taiwan International Orchid Show, and provide a basis forecasting for planners, that they can meet visitors' needs and create maximum benefits for operators.
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