Exploring Event Visitors’ Motivation, Experience, and Intention: The Case of Dajia Mazu International Tourism and Cultural Event.

• Main Authors: SSU TAN-CHIEN, 斯旦堅
• Other Authors: LIN HSING-HUI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p495jw

碩士 === 臺灣觀光學院 === 觀光與餐旅管理研究所 === 107 === Recently, local governments in Taiwan have actively operated different types of events in cooperated with local characteristics in order to promote the important goal of tourism development. Due to increasing emphasis on leisure activities, visiting religious sites or participating in tourism events has become an alternative travel option for tourists. This study aims to exploring the related motivations, experiences, and behavioral intentions of events visitors to the Dajia Mazu International Tourism Culture Event. This study adopted a convenient sampling method and distributed 400 questionnaires during the event. The effective questionnaire was 390, and the recovery rate reached 97.50%. The data was used SPSS V.25.0 and AMOS V.21.0 for statistical analysis of descriptive statistics and structural equation models. The results show that the basic attributes of tourists are mostly male; in terms of motivation, elder tourists’ travel motivation is slightly higher than their religious motives. Furthermore, Structural equation analysis shows that the indicators reach the model fit. χ2 = 28.03, df = 32, χ2/ df =.876, GFI=.987, AGFI=.973, RMSEA=.000. The results verify that the motivation has a significant positive impact on both behavioral intentions and experience. Event experience also has a significant positive impact on behavioral intent. Tourists' motivations affect the behavioral intention through the intermediary effect of the visitor experience. In addition, motivation through mediator, experience, influences behavioral intentions. The results of this study provide event organizers more information for managing relevant tourism events, but also serve as a reference for further research.