ABSTRACT The purpose of this study is to investigate the relationship among attraction, visitor satisfaction and loyalty, and visitor s willingness to

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铠骨苗
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1 The relationship among attraction, satisfaction and loyalty, and visitor s willingness to pay of the Chiayi International Band Festival Chung-Ling Chen Liang-Fan Wu 2006/5/1 2006/6/5 塲 ( jlchen@mail.nhu.eud.tw)

Chiayi International Band Festival Chung-Ling Chen

2 ABSTRACT The purpose of this study is to investigate the relationship among attraction, visitor satisfaction and loyalty, and visitor s willingness to pay (WTP) 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 was analyzed by using descriptive statistics, factor analysis, reliability analysis, t-test and LISREL. The results are as follows. Most respondents are college students, live in Chiayi City/County, have classmates/friends coming with them, acquire festival information via friends or relatives, and do not visit other scenic sites en route. As far as the WTP is concerned, the largest percentage of the respondents have the WTP of 200 dollars for each performance, of 300 dollars for the set ticket for the whole indoor performance, and of dollars spent on the festival. The linear structure relation model (LISREL) of attraction, satisfaction and loyalty is found to be acceptable. In addition, the results of the study indicate that: (1) participation motivation and pre-trip expectation, respectively, positively affect attraction, (2) attraction positively affects satisfaction and loyalty, (3) pre-trip expectation does not affect visitor satisfaction, (4) on-site experience positively affects satisfaction, (5) satisfaction positively affects loyalty. Keywords festival, attraction, satisfaction, loyalty, willingness to pay, LISREL 勠 102

The data was analyzed by using descriptive statistics, factor analysis, reliability analysis, t-test and LISREL. The results are as follows.

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7 H1 H4 H2 H3 H5 H7 H

8 塲 % % 21~ % 31~ % % 56.6% ( ) 36.7% 38.2% 16.8% 16.1% 34% 30,001~50, % 20,001~30, % / 48.8 / 19.5% 108

9 1 n= ( ) , ,001-30, ,001-50, , / ( ) ( ( ) ) ( ) ( )

4 20,001-30,000 213 17.9 191 16.1 30,001-50,000 246 20.7 200 16.8 50,000 124 10.4 50 4.

10 2 n= 塲 110

7 359 30.2 4 92 7.8 410 34.5 5 181 15.2 259 22 151 12.7 35 2.9 115 9.

11 歩 3 n= 塲 ~ ~ ~ ~

4 600 65 5.5 100 155 13.1 700 17 1.4 101~300 333 28.1 301~500 357 30.

29 1.13 12 3.25 1.11 13 2.49 1.21 1 3.82 0.82 2 3.78 0.84 3 3.55 0.

13 5 t A B AB p * ** ** * ** ** ** P 0.05 P

898 0.370 1. 3.49 3.64-0.15-4.878 0.000 ** 2. 3.50 3.58-0.08-2.867 0.004 * 3. 3.47 3.61-0.14-4.

14 % Cronbach sα % KMO=0.842, p=

773 0.740 0.703 0.800 0.638 0.597 68.19% KMO=0.

15 7 t t λ1 0.65* λ2 0.57* λ3 0.51* λ4 0.37* λ5 0.91* λ6 0.82* λ7 0.71* λ8 0.86* λ9 0.83* λ * λ λ * λ * λ λ * λ * λ λ * λ * P

70* 25.24 0.027 0.05 18.13 λ11 0.84-0.019 0.29 15.09 λ12 0.83* 30.70 0.020 0.31 15.97 λ13 0.67* 24.36 0.026 0.55 21.33 λ14 0.84-0.022 0.29 13.34 λ15 0.

16 8 χ2 P p=0.000 χ2 1~ GFI RMR RMSEA AGFI NFI CFI PNFI PGFI ~

17 9 0.65* * * * * * * * * * * * * * * * 0.59 P

71 0.83* 0.69 0.67* 0.45 0.84 0.71 0.81* 0.65 0.71* 0.51 0.89 0.

18 10 DE IE TE * * * * * * P 0.05 塲 118

19 119

20 * * * (2.08) (9.12) * (9.58) (0.02) 0.39* (9.80) * (13.25) P

35* (9.58) 0.87 0.77 (0.02) 0.39* (9.80) 0.86 0.

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