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1、2009年土城桐花節遊客遊憩行為及滿意度之探討《育達科大學報》第23期,民國99年6月,第211-240頁YuDaAcademicJournalVol.23,June2010,pp.211-240TheStudyoftheTravelBehaviorandSatisfactionfortheBenefitofthe2009TuChengAleuritesMontanaFestivalHui-ChuanHuang*AssistantProfessor,DepartmentofRecreationalSportsManagem
2、ent,YuDaUniversityChiung-YehHuang**Student,DepartmentofRecreationalSportsManagement,YuDaUniversityYu-TingSu***Student,DepartmentofRecreationalSportsManagement,YuDaUniversityAbstractSince1980,thegovernmentstartedtoputmoreemphasizeonculturalindustries,popularizing,p
3、reservinganddevelopingtheseculturalindustriesbasedonitsregionalfeatures.Eversince2002,whenthegovernmentlisted“Creativeindustry”asanimportantissue,itshowedamoredirectwayforthecountryeconomicdevelopmentinthefuture.Inordertopromotethedevelopmentofregionalindustries,d
4、ifferenttownsheldvariouskindsoffestivals.Startedfrom1997,TaipeiCountyGovernmentholds“TuChengAleuritesMontanafestival,”andlistedasoneofthemainactivitiesinculturalcalendar.Becausethefestivalcombinedtheresourcesofculture,art,tourism,andindustryinordertocreateregional
5、features,itwasarepresentativeculturalfestival.Ontheotherhand,becauseofthetremendousbusinessinthefieldofleisureindustry,accordingtothedemandsoftourists,thekeyelementsofsuccessdependsonthearrangement,management,andtheeffectsofactivities.Accordingtothis,thisresearchs
6、etsthetopicon“Thestudyofthetravelbehavior,satisfaction,andcognitionforthebenefitofthefestival”.Thebelow-mentionedpointsweretheconclusionsofourresearch:1.Theintervieweesofthisfestivalin2009mainlytargetedonunmarriedfemalestudents,intheagebetween20-29,whograduatedfro
7、mcollegeandgotmonthlypaybelowNT$15,000;2.Aboutthenumberoftimestouristswenttothisafestival,mosttouristswenttothefestivalforthefirsttime;Thecompanionswiththetouristsweremainlycomposedofrelatives,andtheyknowaboutthiseventbytheirfriends;3.Bytheanalysiswhichwere2009年土城
8、桐花節遊客遊憩行為及滿意度之探討evaluatedbytourists,amongallaverage,“Servicesatisfaction”gotthehighestpoint,andthefollowingwas“thesatisfactionofpromotion.”Wenoticedawid