Customer satisfaction and customer characteristic in festival activity: A case of 2006 Kenting Wind Chime Festival

This study is interested in the tourist satisfaction of Kenting Wind Chime Festival, as well as in tourist's characteristic and their revisiting commitment. The purpose is to survey customer satisfaction, which has significant implications for the economic performance of the firm, and to focus on local festival activity. Since 1994, Taiwan has continuously promoted festival activities, and the 2006 Kenting Wind Chime Festival is the first of 12 major festivals selected for promotion by Taiwan Tourism Bureau.

ANOVA analysis was applicable for the inference relationships among tourist characteristics, satisfaction, and revisiting commitment. Additionally, it was supplemented by open questions interviews. The survey period was from January 21 to February 12, 2006.

Three findings have been concluded in this survey. First, the 2006 Wind‐Chime Festival tourists are mostly coming with their families, and they are first‐time visitors, who have received information from television and network, and had plans in advance. Second, for festival activity, local show is more popular than theme part equipments. Finally, it must be emphasized that local damper (e.g. mountain tempest) is not passive bounded.

On the one hand, the 216 subjects are restricted to family, and the inference will be limited. On the other, the single item to collect data for understanding the tourists' satisfaction in Wind Chime Festival was used.

Managers should develop the completely understanding of media, because most tourists are influenced by television and networks.

The paper shows that customer‐oriented and integrative tourism programs improve tourist satisfaction.