參賽組別對路跑運動觀光行為意圖模式的調節效果

Moderating Effect of Competition Group on a Road Race Sport Tourism Behavioral Intention Model

陳永洲(Yung-Chou Chen)

《臺灣體育運動管理學報》 19卷1期 (2019/06) Pp. 63-86

https://doi.org/10.6547/tassm.201906_19(1).0003

摘要

緒論：國內路跑賽事自2011年開始快速增長，並於2015至2016年間趨緩，新增與既有賽事必須吸引跑者參賽、滿足跑者需求、促使跑者持續參與，以利賽事永續發展，而結合地方觀光為其常見策略。本研究目的在：瞭解不同背景變項跑者在賽事滿意度、觀光吸引力及行為意圖是否有差異；比較賽事滿意度及觀光吸引力對跑者行為意圖的影響程度；與探討參賽組別是否對「賽事滿意度及觀光吸引力對跑者行為意圖的影響程度」具有調節效果，以驗證流暢理論對運動觀光行為的解釋能力。方法：本研究以自編問卷調查1,446位參與2015年田中馬拉松的跑者，並以多變量變異數分析、結構方程模式及多群體分析檢視各研究問題。結果：研究結果顯示：不同背景變項跑者在賽事滿意度、觀光吸引力及行為意圖有顯著差異；實體環境滿意度對跑者再參與意願影響力最大，其次為人員服務滿意度及觀光吸引力；全程馬拉松跑者有顯著較低的滿意度、觀光吸引力及再參與意願，但其環境滿意度與觀光吸引力對行為意圖的影響程度，皆高於半程馬拉松以下跑者。討論：本研究彰顯全馬跑者與半馬以下跑者的行為模式差異，驗證流暢理論對運動觀光行為的解釋能力，並提升學術及實務界對路跑運動觀光行為的了解。全程馬拉松跑者及半程馬拉松以下跑者並不是一個同質群體，主辦單位應了解其中的差異，同時評估觀光吸引力，據以規劃賽事。建議主辦單位應特別重視全程馬拉松的實體環境，觀光吸引力較低的地區宜辦理半程馬拉松以下賽事，吸引廣大新進及當地跑者。

關鍵字

馬拉松 ； 多群組分析 ； 再參與意願 ； 滿意度 ； 觀光吸引力

並列摘要

Introduction: Road races have been growing rapidly since 2011, but the growth rate began to slow after 2016. To be sustainable, both established and new races must attract participants, satisfy their needs, and increase their repeat participation intention, and a common method of achieving these goals is to combine local attractiveness with the race. The purpose of this study was to examine differences in satisfaction, tourism attractiveness, and behavioral intention by demographics; to compare the effects of satisfaction and tourism attractiveness on behavioral intention; and to verify flow theory by examining the moderating effect of the competition group on the effects of satisfaction and tourism attractiveness on behavioral intention. Methods: Data were collected from 1,446 runners of the 2015 Tienzhung marathon by using both paper- and web-based surveys. Data were analyzed using multivariate analysis of variance, structural equation modeling, and multigroup analysis. Results: Tangible environment satisfaction contributed the most to runners' behavioral intention, followed by personnel service and tourism attractiveness. Marathon runners were less satisfied and reported lower tourism attractiveness and behavioral intention. The effects of satisfaction and tourism attractiveness on behavioral intention were stronger in marathon runners than half-marathon and shorter distance runners. Conclusion: This study extended the knowledge of road race sport tourism by demonstrating differences in behavioral models between marathon runners and shorter distance runners and confirmed the applicability of flow theory to sport tourism. Marathon runners and shorter distance runners are not a homogeneous group. Race organizers should recognize those differences, examine a destination's tourism attractiveness, and plan the race accordingly. Tangible environment is the most crucial determinant of repeat participation intention, especially for marathon runners. Places with lower tourism attractiveness might host shorter races to attract newer and local runners. Future research can confirm the moderating effect of the competition group by investigating races in metropolitan or scenic destinations.

並列關鍵字

marathon ； multigroup analysis ； repeat participation intention ； satisfaction ； tourism attractiveness

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