Effects of Consumer Participation Motivation and Participation Intention towards Festivals on Experiential Satisfaction ─A Case Study on Rainbow Bay Festival Kaohsiung City

From the perspective of leisure education, leisure is the process of human resource development in which individual creativity, thinking, and interpersonal relationship could be promoted through leisure activities and social interaction. Technology in Taiwan is progressing, knowledge is emerging, and the society is approaching soundness that the public acquire more free time after the promotion of labor acts and the implementation of two-day weekend. With the increasing leisure time, participating in leisure activities has become one of the important activities in living. Aiming at the relations among Participation Intention, Consumer Participation Motivation, and Experiential Satisfaction, this study concludes the following findings. 1. Participation Intention shows significantly positive effects on Experiential Satisfaction. 2. Consumer Participation Motivation appears partially positive effects on Participation Intention. 3. Consumer Participation Motivation reveals partially positive effects on Experiential Satisfaction. 4. Consumer Participation Motivation presents notable moderating effects on the relations between Participation Intention and Experiential Satisfaction. At the end, this study expects to provide suggests for comprehensively improving and promoting the quality of leisure activities.