Questionnaire Analysis

   Taking the people of Ruifang area as the study sample to facilitate the sampling. 110 questionnaires were distributed, 110 were collected, 101 were effective, 9 were invalid. Hence a recovery rate of 91%.

Gender

Male

Female

50 %

50%

Age

20 years and younger

20-29 years

30-39years

40-49 years

50 years and above

38%

19%

10%

15%

18%

Education

Primary

Secondary

High School/

Vocational

College/University

Master’s degree

PhD

6%

14%

47%

33%

0%

0%

Identity

Ruifang Residents

Ruifang Shop Owners

Tourists from Other Areas

43%

32%

25%


1. Have you ever heard of theRuifang Torch Festival?

The respondents' data showed that 63% had heard of the Torch Festival and 37% had not heard of it. Some Ruifang residents and shop owners have also not heard of theRuifang Torch Festival.

 

Data Analysis - Choices of Respondents having heard of the Torch Festival

2.Source of Information

34% from friends and family, 25% from advertising posters, 16% from other sources, 11% from Facebook posts, 8% from network news, 6% from newspapers and magazines, and 0% from LINE. Therefore, most information came from friends and family by word of mouth and secondarily, through advertising posters. These two sources account for 59%, nearly six-tenths of the total.

It means that sharing on Facebook and the click rate from online news was low and that Internet did not achieve the publicity effect.

3. Location of the stage

84% knew the location of the Torch Festival stage was set up in the old street at the rear station, 16% did not know. So, most people knew.

4. The Organizer is Ruifang Old Street Culture and Tourism Promotion Association

66% knew it, 34% did not know, so most people knew that the Torch Festival would be organized by the Ruifang Street Tourism Promotion Association.

 

5. Torch Night Tour Route Planning

Torch Night Tour Route Planning - Route 36 North Township Road, Dragon in Depth. 50% knew, 50% also did not know, which meant that half of the people was not aware.

 

6. Promoting the concept of the Torch Festival

From the illustration, it can be seen that 50% knew it was to promote the concept of the Torch Festival - historical heritage, to restore childhood memories while 50% did not know. Half of the respondents were not clear about the torch route planning and promotion of the concept.

 

7. Have you ever taken part in the Torch Festival?

60% of respondents have not participated and 40% have participated. Among those respondents who have heard of the Torch Festival, 60% of people have not participated in the Ruifang Torch Festival.

 

Data Analysis - Choices of Respondents having heard of the Torch Festival and have also participated.

8. Which Edition of the Torch Festival?

19% participated in the first Torch Festival, 81% participated in the second one. Participants in the second edition far exceeded those that participated in the first edition.

 

9. TheFlame-lighting Ceremonyis of Historical significance

42% of the respondents very much agreed with this statement, 31% agreed with this view, 23% had no comment, 4% disagreed with and 0% very much disagreed. A total of 73% of the respondents agreed that theFlame-lighting Ceremonywas a continued tradition,  close to 3/4 of those interviewed.

 

10. Torchlight and Lantern Night Procession Activities are Meaningful and Interesting

42% very much agreed, 31% agreed, 27% did not have any opinion, 0% did not agree and 0% disagreed thatTorchlight and Lantern Night Procession Activitieswere meaningful and interesting. It could be seen that holding a torch or lantern in a night procession during the Torch Festival was quite meaningful.

 

 

11. Wonderful and Interesting Performances on the Stage

38% very much agreed, 31% agreed, 31% had no opinion, 0% disagreed, 0% very much disagreed. 69% of the respondents agreed. That meant the organizers had carefully planned the festival.

 

12. The Overall Activities-Well-organized, Meaningful, and Historical Heritage

50% very much agreed, 31% agreed, 15% had no opinion, 4% did not agree, 0% very much disagreed.

81% of the respondents agreed that the festival was meaningful and had historical heritage.

 

13. Impressive Activities in Ruifang Torch Festival

69% of respondents said that Torchlight and Lantern Night Procession Activitieswere impressive, 23% of respondents believed that theFlame-lighting Ceremonywas impressive, 8% of respondents believed that thestage performance activitieswere impressive. It can be seen that the flame-lighting ceremony and torchlight and lantern night procession activities were the Ruifang Torch Festival's highlight and also the focus of everyone's  attention.

 

14. Whether to Participate in the 3rd Ruifang Torch Festival in 2017

32% of respondents were willing to participate in the 3rd Edition of theTorch Festival 2017. 68% of the respondents did not intend to participate again. To be able to continue to be active, the Ruifang Torch Festival, must attract more new consumers to join in.

 

15. Charge or Free

The chart shows 91% of people thought that the Torch Festival should be a free activity, 9% of people said that the Torch Festival should incur a fee. Most people thought that the Torch Festival should be free of charge.

 

16. How Much Should It Be Charged?

(The program content including stage performances, flame-lighting ceremony, torchlight and lantern night procession activities and so on.)

64% of people thought that NT$100 was acceptable, 25% of people thought that NT$101-200 was acceptable, 11% of people thought that NT$201-300 was acceptable. Most people would accept a fee of NT$100.

 

 

Subsequent to the analysis results, this group summed up the following recommendations and conclusions:

1. Recommendations

(A) To strengthen the marketing promotion

TheRuifang Torch Festivalis relatively unknown. Regardless of whether it is through online or poster messaging, marketing must be carried out in order to improve visibility. According to the survey question on the source of information for the Torch Festival, only 19% came from Facebook posts and online news. That is to say, Facebook sharing and the online news click rate was low. Publicity about the Ruifang area must also be strengthened because only 63% of respondents heard of theRuifang Torch Festival. This means that some of the Ruifang residents and shop owners themselves did not know about the Ruifang Torch Festival.

(B) Organize a Take a Survey and Get a Sweet Dessert Activity

Make use of aTake a Survey and Get a Sweet Dessert Activityas a vehicle forpromotion. According to the survey, 50% of the respondents were not aware of the concept of the Torch Festival and were not clear about the route to be taken for the Torchlight Night Procession. 


2. Conclusion

Among the respondents who had heard of the Torch Festival, 60% had not participated in  the Ruifang Torch  Festival.
73% of respondents agreed that the Flame-lighting Ceremonywas of historical significance.
73% of respondents agreed that theTorchlight and Lantern Night Procession Activities were meaningful and interesting.
69% of respondents agreed with the view that the stage performance activities looked good and interesting.
81% of respondents agreed with the view that theoverall activity - carefully organizing, meaningful and had historical heritage.
69% of respondents said that theTorchlight and Lantern Night Processionwas impressive,

    23% of respondents believed that the "Flame-lighting ceremony"was impressive.
◆68% of the respondents did not wish to participate in the next edition of the Torch Festival. In the

future, the Ruifang Torch Festival must attract more new consumers to join in to be able to continue to be active.

◆91% of respondents said they thought that the Torch Festival activities should be free of charge.

 

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