The purpose of this study is to investigate relationships among tourism attraction, tourist actual experience, and visitor’s satisfaction in participating in Eight Generals Festival in Chiayi City. Furthermore, this study aims to examine whether visitor’s actual experience mediates the relationships between tourism attraction and satisfaction. This study applied the purposive sampling method to survey participants in Eight Generals Festival in Chiayi City. A total of 450 participants were surveyed, and 384 of them were effective in analysis (85.3%).
Results of this study indicated that there were significant differences among visitor’s occupation and monthly income on tourism attraction; among religious beliefs and academic backgrounds on visitor’s actual experience; and among academic backgrounds and resident areas on visitor’s satisfaction. In addition, tourism attraction, visitor’s actual experiences and satisfaction were positively correlated. Results also found mediatory effects on actual experience between tourism attraction and satisfaction.
Based on these findings, suggestions to local government, event planners and marketers to promote local tourism with cultural attractions, domestic scenes and cuisines. To promote domestic tourism leads to not only enhance and preserve cultural identity but also help to increase local economies in resident community.
