觀覽Program選好度와 藝術祝祭Event訪問意圖의 關係

The Impact of Spectatorship Program Preference on Visiting Intention for Art Festival

Festival Events and Arts became a representative experience product of the experience economydriven by modern society. The most important factor is program in Festival Event's organization. Accordingly this study was conducted with the hypothesis that visiting intentions of Art Festival Events are likely influenced by the spectatorship programs. Empirical studies have tested hypotheses, employing methods such as frequency analysis, reliability analysis, factor analysis and regression analysis. The data were collected from potential visitors throughout the whole country, and the final samples of 514 used for statistical analysis. The spectatorship programs have been classified into six categories, including traditional culture revival, architectures/attractions, educational programs, art performances, customs, and art exhibitions. As a result, spectatorship program preference has been shown to significantly influence visiting intention. Especially, art performance programs significantly influenced all case festivals' visiting intention, and educational program influenced 4 cases.