東北角海域運動參與者運動選擇、參與動機、阻礙因素與忠誠度分析

The Analysis of Exercise Selection, Motivation, Obstructive Factors and Loyalty for Participating in Water Activities in the Northeast Cape

曹校章 ； 鄭志富

《臺灣體育運動管理學報》 4期 (2006/11) Pp. 83-97

https://doi.org/10.6547/tassm.2006.0006

摘要

本研究以前往東北角海域從事海域活動之參與者為研究對象，透過問卷調查，瞭解東北角海域運動參與者之選擇情形、參與動機、阻礙因素與忠誠度之因素。研究結果發現：東北角海域運動參與者以從事游泳活動最多。參與動機中的「放鬆心情」因素為主要考量；阻礙參與者前往從事海域活動以「公共建設」為主要因素。參與動機與阻礙因素皆有顯著差異。整體相關值呈現顯著正相關，以「公共建設」與「放鬆心情」之相關值最高。「放鬆心情」、「個人內在」、「心理需求」、「社交需求」等因素對於從事東北角海域運動最具解釋力。
建議未來政策之推行或市場之開發，仍須以游泳基礎能力提升為要，並透過社經資料及參與人口普查，掌握不同活動參與者的人數與分佈。致力於環境美化及興建各項遊憩觀光、住宿、遊樂、公共設施及陸域、水域遊憩活動之管理與鼓勵公民營事業機構投資興建經營，並透過資源整合之方式發展海域運動，以滿足不同特質民眾的海域運動需求。在提升參與者之忠誠度方面，宜從降低個人內在阻礙，增強參與者之心理需求、社交需求、放鬆心情等因素為首要規劃。

關鍵字

海域運動選擇 ； 參與動機 ； 阻礙因素 ； 忠誠度

並列摘要

The research investigated the exercise selection, motivation, obstructive factors and loyalty of participants for doing water activities in the Northeast Cape through survey study.
The results of the research indicated that most of the participants went there to go swimming; the main motivation was ”feeling relaxed”; and the major obstructive factor was ”public construction”. There were significant difference between motivation and obstructive factors. The value of whole correlation showed positive correlation; the value of correlation between ”public construction” and ”feeling relaxed” was the highest. The four factors, including ”feeling relaxed”, ”intra-personal characteristics”, ”mental needs”, and ”social needs”, provide the best explanation for doing water activities in the Northeast Cape.
The research results suggested that the further policy implementation or market exploration should address the improvement of fundamental swimming skill and monitor the distribution and numbers of participants in various activities through collecting census data. The government should make efforts to beautify the environment and build touring facilities, hotels, theme parks, and public construction. The government should also manage the leisure activities on land or by sea and encourage public and private enterprises to participate in investment, construction, and management. Moreover, the government could promote water activities by integrating resources in order to meet the needs of people with various characteristics. With respect to promoting participants' loyalty, the major focuses should be placed on decreasing intra-personal difficulties, satisfying participants' social and mental needs, and helping participants feel relaxed.

並列關鍵字

Waters exercise choices ； motivation of participating ； obstructs factors ； loyalty

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