節慶活動或藝文表演的舉辦,除了可以促進城市的經濟發展,亦可以增加城市的吸引力,並可以提高人們對地方的認同。台中市政府自2003年起,於每年10月舉辦「台中爵士節」,透過邀請國內外知名爵士樂團表演,提供台中市民獨特的文化饗宴。本研究旨在探討2013台中爵士節的遊客滿意度,包含2013台中爵士節的交通、基礎設施、服務與環境來探討遊客的滿意度,並且調查遊客對2013台中爵士節的重遊意願,以了解遊客的再回遊意圖。本研究採用問卷調查,以有參與過2013台中爵士節的遊客為發放對象,採用便利性抽樣發出100份問卷,回收有效問卷100份,問卷回收率為100%。所得資料以SPSS 17.0套裝軟體作為資料分析工具,利用交叉表分析(Cross-table data analysis)與卡方檢定(Chi-square)進行統計分析。研究結果顯示:台中爵士節之遊客的滿意度與重遊意願具關聯性;且更進一步發現,遊客的滿意度越高,其重遊意願也越高。
Holding festivals or performing-arts not only can promote economic development, but also can increase attractiveness of the city and enhance citizens' recognition. Since 2003, Taichung City Government organizes" Taichung Jazz Festival" annually. By inviting famous jazz bands performing, this festival provides citizens in Taichung a unique culture experience. This research is mainly to investigate the satisfaction of the tourists (through surveying the traffic, base installations, service, and the surrounding), and it is also investigating the tourists' willingness to revisit to this festival. By means of using questionnaire, this study focuses on the visitors who had participated "2013 Taichung Jazz Festival." Using Convenience Sampling and getting 100 valid questionnaires, we use SPSS 17.0 statistics suite software as analysis tool. This study is applying date analysis methods with Cross-table, and Chi-square. According to the results, there is a relationship between Taichung Jazz Festival's tourists' satisfaction and willingness to revisit. Furthermore, it also finds out that the higher of the satisfaction, the greater their willingness to revisit.
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