| Abstract: | The objective of the research is to explore the importance order, differences and influences of the level of satisfaction, self assessment, and the loyalty of the participants swimming across Sun Moon Lake. The result of this research will be able to provide the organizing committee for future reference. The method adopted for this research is through questionnaires investigation, and the subjects are targeted at the participants swimming across Sun Moon Lake in 2008. The tools utilized in this research are satisfaction scale, self assessment scale and loyalty scale. SPSS statistics software is also adopted to analyze the seven factors of the personal backgrounds: gender, age, marital status, vocation, educational background, income level, and the frequency of participation. 1000 questionnaires have been distributed and 462 completed ones have been returned. Due to the objective of this research and the needs to prove the hypothesis, the researcher uses descriptive statistics, factors analysis, independent sample t-test, one way ANOVA, Scheffe and path analysis as statistics methods to analyze the data. The results are as follows:
(?) The importance orders of each factor scale in satisfaction are activity plan, registration and goodies, facilities and services. In self assessment scale, the importance orders are inability and self ability. In loyalty scale, majority agreed with the importance order.
(?) The test results of the background differences in each factor scale are as follows. In satisfaction scale, there are significant differences among different age, different marital status, different educational background, and frequency of participation. In self assessment scale, there are significant differences among different gender, different age, different marital status, different educational background, and frequency of participation. In loyalty scale, there is significant difference in different marital status.
(?) Satisfaction and self assessment have significant positive influence on loyalty. |
