| Abstract: | The purpose of the study is to investigate the importance,satisfaction, and willingness to pay of tourists visiting Xinshe Flower Seain 2015. A self-developed questionnaire is distributed to 402 tourists on the event site. 361 valid questionnaires are collected for analysis. Importance-performance analysis（IPA）,despcriptive statistics, independent-sampleTtest, one-wayANOVA and Scheffe’s post hoc test are used to analyze the data. The findings are as follows:
1. The majority of the respondants are female, average age between 18 and 30, single, with college degrees, average monthly household income is under 50, 000, live in Taichung, Chang huaand Nantou, self-driving, visiting with family and friends, first-timevisiting, and staying for 2-3 hours.
2. IPA analysis reveals that more than half of the items fall in to the superior performance quadrant, which indicates that the event is well-planned and valued by the tourists.
3. Significant differences of willingness to pay are found in educational level, occupation, marriagestatus, average monthly household income ,residential area,and types of transportation.
Based upon the findings, the study not only offers suggestions for organizers to make the event better in the future, but also provides suggestions for future studies. |
