本研究主要目的在調查2010南島族群婚禮活動遊客吸引力、參與動機與滿意度認知情形,並驗證遊客在吸引力、參與動機與滿意度等變項間之影響關係。以參加2010南島族群婚禮活動遊客為研究對象,以立意取樣的方式施測317位遊客進行問卷填答。資料經描述統計及結構方程模式統計分析結果:一、本研究分析遊客的參與動機、吸引力和滿意度認知是趨向正面的。二、遊客之參與動機認知程度會顯著正面影響滿意度及吸引力,而遊客之吸引力會顯著正面影響滿意度。所獲得之研究結果可提供給主辦單位及相關單位作為參考。
The purpose of this study was to investigate the influence relationship among visitors' participation motives, attraction, and satisfaction toward 2010 Polynesian Wedding Festival at Pingtung. Questionnaires were randomly distributed to participants who attended wedding festival, and total 317 effective responses were acquired. This study employed descriptive statistic and structural equation modeling methods and generated results as: first, respondents revealed positive perception toward participation motives, attraction, and satisfaction; Second, the extent of participants' perception significantly influence satisfaction and attraction; in addition, the attraction of respondents would significantly have positive influence upon satisfaction. This result would provide useful information for practitioners and related industries as well.