The purpose of this study is to investigate which factors among the perceived environmental cuesaffect the satisfaction and behavioral intentions of visitors to the 2016 Dam Yang Bamboo Festival, in order to perform a theoretical study onperceived festival environmental cues.
The survey was conducted on 300 visitors who visited the 2016 Dam Yang Bamboo Festival during the festival period from May 3, 2016 to May 8, 2016. 300 responses were collected, with 270 used for the analysis, excluding incomplete responses. Statistical processing of the collected data was performed through data coding, and frequency analysis, reliability analysis, factor analysis and multiple regression analysis were performed using SPSS 12.0 for Windows.
The results of this study are as follows: First, the environmental cues factor of Bamboo Festival varied according to three levels of satisfaction. Food was the most influential factor in festival satisfaction. Second, for environmental cues of the Bamboo Festival, convenience facilities, and accessibility and marketing were important factors for revisit intention, a behavioral intention which is a follow-up variable of satisfaction. For recommendation intention, PR and advertising was the important factor. On the other hand, food did not have any statistically significant impact. Third, analysis results for the impact of festival satisfaction on revisit intention and recommendation intention, which are behavioral intentions, showed that festival satisfaction was the important factor.
The aim of this study is to present a sustainable development strategy for the 2016 Dam Yang bamboo festival. It is a research needed for the future strategy of the environmentally friendly Bamboo festival, and believe that it will be of great resource in promoting a sense of direction for development for environmentally friendly festivals.
Local festival, Perceived Environmental Clues, Satisfaction, Behavioral Intention, Recommendation intention, Revisit intention
