Festival tourism can preserve local characteristics and promote tourism development; therefore, it has gradually become the most appropriate choice for tourism industry development in Taiwan. Short-term festival events combined with local human cultural resources and cultural assets can strengthen the local tourism image and attract tourists. Tourists’ purchases during festival tourism can promote local economic development. This study verified that, regarding cultural implications, cultural integration was the main factor influencing tourism attractiveness, followed by cultural recognition and characteristics. In addition, whether education activities were incorporated into festival events was relatively critical in terms of influencing tourism attractiveness, and whether the comprehensive functions and activities at the festival events enabled tourists to relax and gain new experiences influenced tourist loyalty. On the basis of the results, this study recommends that when relevant departments hold festival events, they must combine festival events with local cultural characteristics and with uniquely designed activities to elevate the cultural implications of festival tourism. Moreover, convenient transportation, comprehensive recreational spaces, and comprehensive shopping mechanisms can elevate tourism attractiveness. When in-depth cultural implications are incorporated into festival tourism to promote tourism attractiveness, tourist loyalty can be substantially elevated.
The cultural industry has been the most popular issue for research and discussion around the world in recent years and has become included in the policies for social and economic development in advanced countries. Governments and private institutions concerned with “globalization” and “localization” promote the development of the cultural industry and combine the humanities and the economy in order to add value. Taiwanese local governments and cities have played important roles in the development of culture and art. In recent years, local governments and cities have invested greatly in cultural and artistic activities and spatial creativity.Culture has increasingly been the major appeal for local development and has been the optimal strategy for raising local publicity. In addition, culture has assisted in the transformation of the cultural industry and been taken into consideration when planning and developing local leisure and tourism industries. Moreover, culture promotes the planning and discussion of communities, local areas, and cultural industries as well as the industrialization of culture and culturalization of industries to help market local cultures on a global scale.The results of this study show that the tangibility and reactivity dimensions in service quality are the main factors influencing the relaxing dimension in recreational attractiveness. In addition, the tangibility dimension in service quality is the main factor influencing tourists’ willingness to return. Lastly, the relaxing dimension in recreational attractiveness is the main factor influencing tourists’ willingness to return.Therefore, the results of this study provide suggestions for relevant authorities when promoting cultural parks, such as, strengthening physical facilities and service-providing equipment and training staff’s problem-solving and consulting skills in order to improve tourist’s image of the park. Moreover, a variety of cultural activities can be held in the park in order to add to the story behind products and improve tourist interactions so that tourists can relax and experience the park and will be more willing to return to the park.