在2016年的12月23日，政府開始實施一例一休制，更凸顯出旅遊的重要性，而虎尾的高鐵基地附近，雲林縣政府用此地點來辦理燈會，另一個地點在花燈的原鄉之北港，因此在北港也舉辦巷弄燈會，更具有不同的意義。 本研究主要以到訪2017台灣燈會在雲林的民眾為主要對象，探討旅遊動機、旅遊意象、休閒效益與重遊意願及其間之關係，藉由有效問卷595份，研究結果顯示：（1）旅遊動機對遊客「休閒效益」有正向影響（2）旅遊意象對遊客「休閒效益」有正向影響（3）休閒效益對遊客「重遊意願」有正向影響（4）旅遊動機對遊客「重遊意願」有正向影響（5）旅遊意象對遊客「重遊意願」有正向影響（6）旅遊動機透過休閒效益對重遊意願有中介影響（7）旅遊意象透過休閒效益對重遊意願有中介影響，期以此研究成果做為未來雲林縣辦理大型活動規劃管理之參考。 On December 23rd, 2016, the government started to execute “one fixed day off and one flexible day off.” This shows the importance of the tour much more. Yunlin local government had the lantern festival near the Huwei High Speed Rail base and in Beigang, the the lantern festival homeland. Hence, having a local lantern festival in Beigang shows different meanings. The main subjects in this study were people visiting the 2017 Taiwan Lantern Festival in Yunlin. This study explored the relationships among the tourism image, the leisure benefits, and the revisit intention with 595 valid questionnaires. The research findings indicated that (1) the tour motivation positively affects the leisure benefits; (2) the tourism image positively affects the leisure benefits; (3) the leisure benefits positively affects the revisit intention; (4) the tour motivation positively affects the revisit intention; (5) the tourism image positively affects the revisit intention; (6) trough leisure benefits, tour motivation has partial mediation effect on revisit intention; (7) trough leisure benefits, tourism image has partial mediation effect on revisit intention.The research findings could be a reference when Yunlin local government holds large-scale events in the future.
