[[alternative]]The Research of Participaeed Motivation and Perceived Benefits Dajia Matsu Pilgrimage

[[abstract]] 歷史久遠的大甲媽祖遶境進香活動，每年總吸引百萬民眾參與。在民間與政府通力合作下，已擴大舉辦為「臺中市大甲媽祖國際觀光文化節」，且名列聯合國非物質文化遺產，更被Discovery(探索頻道)列為世界三大宗教慶典之一。媽祖信仰對台灣人心靈影響之深入，不可言喻。本研究以2018年大甲媽祖遶境進香活動為例，採便利抽樣方式做問卷調查，共取得有效問卷262份進行資料分析。從參與者之觀點，探討其參與動機，及對活動在規劃與設施的滿意度及忠誠度，與活動在文化與地區上的效益。期能更完整了解活動參與者之參與行為，加強未來舉辦大型活動的深度與廣度。研究結果，年齡對拉力動機和忠誠度呈現顯著差異；職業對推力動機、拉力動機、忠誠度和活動規劃呈現顯著差異；學歷對推力動機、忠誠度和活動規劃呈現顯著差異；收入對活動規劃和沿途設施呈現顯著差異；居住地對推力動機和忠誠度呈現顯著差異；參加次數對推力動機、忠誠度和文化效益呈現顯著差異；參加天數對推力動機、忠誠度和文化效益呈現顯著差異。此外，各構面間呈現正向關係。[[abstract]] The long-established Dajia Mazu's activities around the country, It attracts millionsof people every year. Under the cooperation of the people and the government, It hasbeen expanded to be the ＂Taichung City Dajia Mazu International Tourism Culture Festival＂, Also listed as the United Nations intangible cultural heritage, Listed as one of the world's three major religious celebrations by Discovery. The depth of the influence of Mazu's belief on the soul of the Taiwanese is inexplicable. This study takes the 2018 Dajia Mazu around the world as an example, Take a convenient sampling method to conduct a questionnaire survey, A total of 262 valid questionnaires were obtained for data analysis. From the perspective of the participants, explore their motivation to participate, and the satisfaction and loyalty of the activities in planning and facilities, and the benefits of activities in culture and region. The period will provide a more complete understanding of the participants' participation behavior and strengthen the depth and breadth of large-scale events in the future. Research results show that age has significant differences in thrust motivation and loyalty. Career has significant differences in thrust motivation, pull motivation, loyalty, and activity planning. Academic qualifications show significant differences in thrust motivation, loyalty, and activity planning. Revenue shows significant differences in activity planning and facilities along the way. There is a significant difference in thrust motivation and loyalty in the place of residence. The number of participation shows significant differences in thrust motivation, loyalty and cultural benefits.Participation days have significant differences in thrust motivation, loyalty and cultural benefits. In addition, there is a positive relationship between the various facets