| URN | etd-0902115-174315 | Statistics | This thesis had been viewed 431 times. Download 14 times. |
| Author | Yi-Min Chang | ||
| Author's Email Address | No Public. | ||
| Department | Institute of industrial management | ||
| Year | 2014 | Semester | 2 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 127 |
| Title | The comparative analysis of Music Festivalˇ¦s satisfaction, loyalty and motivation-taking taiwan Musica Festival for example | ||
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| Abstract | The purpose of this study is to explore the differences on satisfaction, loyalty and participation motivation of these two major music festivals. The research method used simple random questionnaire method. For Gongliao Music Festival, 250 questionnaires were distributed while the valid questionnaires was 239, and for Kenting Spring Scream Music Festival, 200 questionnaires were distributed, while the valid questionnaires was 186. The statistic method used paired samples T test, independent sample T test, one-way ANOVA, Pearson correlation analysis, and multiple comparisons (Scheffe method). Two music festival were found significant differences on the activities planning, event facilities, degree of satisfaction and content elaboration, while there were no differences found on loyalty and motivation to participate. Researchers recommended that the promotion of activities, cleanness of surroundings, interaction between performer and visitors could be improved. Furthermore, since the loyalty differed on monthly income, it might attract more crowds to join the festivals if the fare reduced or sale as group tickets. |
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| Files | indicate access worldwide | ||
| Date of Defense | 2015-05-25 | Date of Submission | 2015-09-07 |