本研究係以參與大甲媽祖9天8夜繞境活動的香客作為研究對象，藉以探討其香客參與動機、活動滿意度與後續行為意向之間的影響，以及評估此朝聖活動所帶來的總體效益。透過香客問卷調查與地方相關人士的深度訪談進行實證及資料分析，共計回收香客量化問卷716份及質性訪談問卷7份，使用的統計方法包括描述性統計、因素分析、信度分析、獨立樣本T檢定、單因子變異數分析、皮爾森相關分析、多元迴歸分析等。研究結果顯示：一、不同香客屬性對參與動機、活動滿意度、行為意向有顯著差異。二、香客參與動機與滿意度有顯著相關。三、香客活動滿意度與行為意向有顯著相關。四、香客參與動機與行為意向有顯著相關。 This research was conducted based on the pilgrim samples taken from Matsu Patrol touring during 9 day of 8 night which discussion effects of the pilgrims' participant motivation, activities satisfaction and behavior intention of after Matsu Patrol touring. Also assessment the overall effects from Matsu Patrol touring. The material analysis and real diagnosis were use the questionnaire survey method and depth interview with local personalities, the grand total recycles 716 valid quantification questionnaires and 7 valid qualitative questionnaires. The material analysis way including statistical methods on descriptive statistics analysis, factor analysis, reliability analysis, T-test, one-way ANOVA, Person Correlation Analysis and multiple regression analysis carries on the empirical analysis. The statistics results are the following:1. The different pilgrim characteristics have significant differences on the participant motivation, activities satisfaction and behavior intention.2. There have significant correlation between participant motivation and activities satisfaction.3. There have significant correlation between activities satisfaction and behavior intention.4. There have significant correlation between participant motivation and behavior intention.
