本研究主要探討，嘉藝賞燈趣的遊客在動機、滿意度與重遊意願的關係為何。到燈會現場發放問卷，將問卷數據透過SPSS分析，使用描述性統計、t檢定、單因子變異數分析、迴歸分析等方法。研究發現:遊客特質，例如:性別、旅遊同伴、居住地、教育程度、職業類型、個人月平均收入，在觀賞燈會動機、賞燈會滿意度、重遊意願有差異，且透過迴歸分析發現，觀賞燈會動機、賞燈會滿意度對重遊意願有正向關係。 This study mainly research the relationship between motivation, satisfaction and the willingness in revisiting of the visitors who have been to Chiayi Lantern Festival. Questionnaires were filled out by the visitors there. The questionnaire data was analyzed by descriptive statistics, t-test, one-way ANOVA and regression analysis of the SPSS. The study showed that there are differences in motivation, satisfaction and the willing of revisiting. The regression analysis showed that motivation and satisfaction are positively associated with the willingness of revisiting.
