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日月潭嘉年華水上活動吸引力與運動觀光客參與動機、滿意度及忠誠度之研究

The Study of Attractive of Sport Tourism and Tourists Participation Motivation, Satisfaction and Loyalty on the Sun Moon Lake Water Activity

摘要


This study was investigated the participation behavior model of sport tourists on the Sun Moon Lake Activity. 510 Subjects were invited to fill out the questionnaires for testing the structural relationships among variables of the attractive of sport tourism, participation motivation, satisfaction, and participation loyalty. The results were showed: 1. Male sport tourist's satisfaction was significant than female. Under junior high sport tourist loyalty was significant than senior high college and graduate university. North Taiwan sport tourist satisfaction and motivation was significant higher than central Taiwan. 2. Tour appeal of the movement, attractiveness of sport tourism, sport participate, sport participate motivation and satisfaction reach apparent to return to equation model preface to can participate loyalty in motive predict all, and this equation model can explained 55.4% variances of loyalty effectively. 3. The results of chi-square analyzing sport tourist think the activity carefreely to the local important degree on this activity. The result to reach apparently, in order to think' very important' is the highest in proportion (43.55%), 5.6% for the number of people was not important, and result showed helpful in locality. The findings provided the participation behavioral models for the sports tourists to understand. It's important for the sponsor to do promotion and marketing for Sun Moon Lake activity in the future.

並列摘要


This study was investigated the participation behavior model of sport tourists on the Sun Moon Lake Activity. 510 Subjects were invited to fill out the questionnaires for testing the structural relationships among variables of the attractive of sport tourism, participation motivation, satisfaction, and participation loyalty. The results were showed: 1. Male sport tourist's satisfaction was significant than female. Under junior high sport tourist loyalty was significant than senior high college and graduate university. North Taiwan sport tourist satisfaction and motivation was significant higher than central Taiwan. 2. Tour appeal of the movement, attractiveness of sport tourism, sport participate, sport participate motivation and satisfaction reach apparent to return to equation model preface to can participate loyalty in motive predict all, and this equation model can explained 55.4% variances of loyalty effectively. 3. The results of chi-square analyzing sport tourist think the activity carefreely to the local important degree on this activity. The result to reach apparently, in order to think' very important' is the highest in proportion (43.55%), 5.6% for the number of people was not important, and result showed helpful in locality. The findings provided the participation behavioral models for the sports tourists to understand. It's important for the sponsor to do promotion and marketing for Sun Moon Lake activity in the future.

並列關鍵字

Sun Moon Lake water activity sports tourists

參考文獻


黃仲凌、高俊雄(2005)。台灣離島大專學生休閒參與動機與滿意度之相關研究。大專體育學刊。7(1),51-66。
李城忠、沈德裕(2007)。運動觀光特色對遊客認知價值與滿意度影響之研究-以日月潭萬人泳渡為例。人文暨社會科學期刊。3(1),17-26。
彭小惠(2005)。UBA主場運動觀眾之觀賞動機與滿意度研究。台灣體育運動管理學報。3,1-24。
張家銘、李一民、邱思慈(2007)。運動賽會之運動觀光客參與行為模式之複核效度驗證。大專體育學刊。9(4),85-98。
張家銘(2005)。運動賽會之運動觀光客參與行為模式之研究:以2004年澎湖世界華人馬拉松路跑賽會為例。大專體育學刊。8(2),37-50。

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徐廣梅(2012)。滑雪旅遊體驗、滿意度與行為意向之研究〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315273635

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