A STUDY ON THE RELATIONSHIP AMONG ATTRACTION, SATISFACTION AND LOYALTY AND VISITORS' WILLINGNESS TO PAY—A CASE OF CHIAYI INTERNATIONAL BAND FESTIVAL
| Autor: | Liang-fan Wu, 伍亮帆 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The purpose of this research is to study the relationship among attraction, satisfaction and loyalty and visitors'' willingness to pay-a case of Chiayi International Band Festival. A structured questionnaire was designed to collect the empirical data from the visitors of the 14th Chiayi International Band Festival and a total number of 1,187 valid samples were obtained. The data were analyzed by using descriptive statistics, one-way ANOVA, factor analysis, reliability analysis and LISREL. The results are as following：1. Most respondents are female, under 20-year old, college students, and live in Chiayi City of Chiayi County. 2. Most respondens spent more than two days in taking part in the festival and have their first participation. 3. Most respondents have the WTP of 200 dollars for each performance, of 300 dollars of the set tickets for the whole indoor performance, and of 301-500 dollars spent on the festival. 4. In the measurement of satisfaction and attraction of the festival, visitors marked the lowest grades on the item of facility arrangement. 5. Among 14 particpation motivation items, ‘leisure and recreation’, ‘enhancing the ability to appreciate performance art’, and ‘enjoying a live performance’ are three highest motivations. By using factor analysis, four motivation factors were estracted and named as ‘art emotion’, ‘art cultivation’, ‘art preference’, and ‘art promotion’. 6. By using LISREL, the resutls showd that participation motivation and pre-trip expectation, respectively, have significant effect on attraction; attraction has significant effect both on satisfaction and loyalty; pre-trip expection has no significant effect on satisfaction, but on-site experience has significant effect on satisfication; satisfication has significant on loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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