A Study of Religious Activity Involvement, Satisfaction And Loyalty：The Case of Matsu Pilgrimage

• Main Authors: LI, HSIANG-YING, 李湘瑩
• Other Authors: LIN, CHENG-TE
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/63ag5e

碩士 === 康寧大學 === 企業管理研究所 === 107 === This study is mainly to explore whether there is a correlation between the involvement of Mazu and the loyalty of religious activities.The research tool was designed by questionnaire. The sampling method was convenient for sampling. The area of Mazu's orbital activities was used as the research field. The participants were 440 questionnaires and 397 valid questionnaires. The recovery rate was 90.2%. The results of the study showed that the number of female participants in Mazu's activities was 58.7%; the age group was 41-50 years old, accounting for 32.3%; the marital status was slightly more than single (single, widowed, divorced). 58.6%; the education level is the highest in the university (special), accounting for 50.6%; the occupation category is the largest in the service industry, accounting for 27.3%; the salary is the highest in the monthly salary of 30,000~39999, accounting for 19.2%; The largest number, accounting for 52.6%. The study found that religious activity involvement, satisfaction and loyalty are positively related to each other. When the level of religious activity is higher, the satisfaction is better. The better the satisfaction, the more the loyalty of the tourists will be.