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鐵人三項參與者動機、運動觀光吸引力、服務品質對參與者滿意度及再參加意願之影響-以2018 Ironman廈門站為例

How The Triathlon Participants' Motivation, Sport Tourism Attractiveness, Satisfaction and Service Quality Affect The Willingness of Re-Participation - 2018 Ironman Xiamen as The Example

摘要


本研究主要是探討鐵人三項參與者動機、運動觀光吸引力、服務品質對參與者滿意度及再參加意願之預測力,以2018年Ironman廈門70.3鐵人三項比賽之參與者為研究對象。本研究採立意抽樣方式來蒐集樣本,問卷共發出450份,去除無效問卷與非目標樣本之後,有效問卷434份,有效問卷回收率為96.44%。以描述性統計、變異數分析、相關分析與結構方程模式進行統計分析。研究結果顯示:「服務品質」無論是對「參與者滿意度」或「再參加意願」之預測的貢獻均是最大,對「參與者滿意度」也有貢獻的另一個變項是「運動觀光吸引力」,而對「再參加意願」之預測也有貢獻的另一個變項是「參與者動機」。結構方程模式預測「參與者滿意度」之R平方高達.96,但預測「再參加意願」之R平方僅有.28,雖然效果量已經不小,但與前者之.96相去甚遠,顯示未來研究有必要再尋找其他對「再參加意願」可能有可大預測力之變項來建構更具預測力之結構方程模式。不同大會角色、性別、年齡、職業、教育程度、收入、地區的參與人員在參與者動機、運動觀光吸引力、參與者滿意度、服務品質、再參加意願等均有顯著差異。男生之動機顯著高於女生。整體而言,「觀眾」對賽會的評價高於「大會相關人員」,而「大會相關人員」又高於「選手眷屬」。20-29之年輕大學生及大學學歷之軍公教人員對賽會的評價較高。根據研究結果建議:1.未來舉辦類似性質之賽會宜盡可能提升「服務品質」,並規劃有助於提升「運動觀光吸引力」及「參與者動機」之活動,以提升「參與者滿意度」及「再參加意願」。2.將研究對象擴展至其他類似之賽會(如,路跑活動)的參與者,並針對意見較極端者進行深入之質性訪談,以做為未來舉辦類似性質之賽會的參考。

並列摘要


This study aims at exploring how the triathlon participants' motivation, sport tourism attractiveness, service quality affect the predictability of participant satisfaction and willingness of re-participation. The objects are the participants in 2018 Ironman Xiamen 70.3 Triathlon. Purposive sampling is adopted in this study, and 450 questionnaires are delivered. After invalid questionnaires and non-purposive samples removed, 434 were valid and the rate of these valid responses is 96.44%. The statistics is analyzed with descriptive statistics, analysis of variance, the relevant analysis and structural equation modeling did statistical analysis. The result shows that the "service quality" contributes mostly to both the prediction of "participants' satisfaction" and "willingness of re-participation." One variable that contributes to "participation satisfaction" is "sports attraction", and another variable that contributes to the prediction of "willingness of re-participation" is "participants' motivation." The structural equation modeling predicts the R-square of "participants' satisfaction" is up to .96, but the result of R-squared on "willingness of re-participation" only .28. Despite the effect size is not very low, but it is far from the former one .96, it is necessary to look for other variables that may have large predictability for "willingness of re-participation" to construct a more predictive structural equation modeling. The roles of the different event, genders, ages, occupations, academic background, incomes and regional participants, they all give significant difference on participants' motivation, sport tourism attractiveness, participant satisfaction, service quality and willingness of re-participation. Men's motivation are obviously higher than girls. Overall, the "Spectators" value event highly than the "relevant personnel", and the "relevant personnel" is higher than "player dependents." People between 20 and 29, the young university students and military personnel who have a bachelor's degree give highly assessment to this event. According to suggestions in the study. Firstly, we should improve the "quality of service" as much as possible, so as to plan activities if we hold a resemblant event in the future. It can also contribute to enhance the "participant satisfaction" and "willingness of re-participation". Next, extending the participants of study to other similar events (e.g. road running race) participants and perform the qualitative In-depth interview to those who are extremists as a reference for holding a similar event in the future.

參考文獻


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被引用紀錄


劉興聲、陳棟樑、楊振隆、林偉程(2020)。新竹農田水利會辦理停灌休耕服務品質與滿意度之研究管理資訊計算9(),28-41。https://doi.org/10.6285%2fMIC.202008%2fSP_02_9.0004
張智涵、陳裕霖、李昱叡(2021)。賽會服務品質對賽會吸引力與參與者知覺價值之預測研究交大體育學刊(17),47-62。https://www.airitilibrary.com/Article/Detail?DocID=P20110824004-202112-202202240008-202202240008-47-62

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