台灣2020高雄內門宋江陣主題活動之遊客吸引力分析

Due to the severe situation of Novel Coronavirus (COVID-19) epidemic this year, Kaohsiung Neimen Songjiang Battle Array Festival has not been entirely completed. This study evaluates the attractiveness of nine main activities of “2020 Kaohsiung Neimen Songjiang Battle Array Festival” by aiming tourists visiting during the first week as respondents. The method of this research was using questionnaires and random sampling 257 tourists who participated in the series activities as the subject of this study. Based upon the data analysis, the study found, the top three most attractive activities that tourists ranked are Neimen Guanyin Buddha Worship Rituals (M=4.45), National Folk Culture Lohanmen Guanyin Buddha Pilgrimage (M=4.45) and Neimen Song Jiang Battle Ritual– Student Creative Folklore Performance (M=4.42). 94.6%, 92.2% and 92.2% of the respondents provided positive feedback. On the contrary, the least favorite activities are Food Court (M=4.16), Neimen Song Jiang Battle Ritual International Week (M=4.23) and Neimen History and Culture Tours (M=4.23), lower than the concerning attractiveness of the traditioanl ctivities(M=4.44).