居民對台灣米倉田中馬拉松在地方適合度、地方意象、生活品質與行為意圖之研究

聯合國於 2015 年提出永續發展目標 (Sustainable Development Goals，簡稱 SDGs)，在 17 項目標中，其一為應促進觀光業永續發展，顯見永續觀光對於地方與社會影響之重要。台灣路跑賽會觀光蓬勃發展，為舉辦地帶來觀光效益，適合度能夠預測顧客意象知覺、態度和行為意圖，因此利用適合度解釋居民對舉辦城市或運動賽會之連結，在情感、認知及意向上的反應，能夠釐清運動賽會對舉辦城市之衝擊，運動觀光賽會居民之研究聚焦於對其之正面收益及負面衝擊，居民之生活品質逐漸受到討論，以作為賽會管理之重點，本研究以台灣米倉田中馬拉松居民為研究對象，探討其對地方適合度、地方意象、生活品質與行為意圖之情形。本研究正式問卷透過田中觀光商圈發展協會，採立意抽樣進行問卷發放，有效回收問卷為 301 份，回收率為 91%。研究工具包括地方適合度量表、地方意象量表、生活品質量表、行為意圖量表與個人基本資料問卷，並以描述性統計、獨立樣本 t 檢定、單因子變異數分析、皮爾森積差相關分析和一般多元迴歸分析進行資料處理與分析。研究結果為不同居住時間之居民在生活品質上呈現顯著差異，地方適合度、地方意象、生活品質與行為意圖呈現顯著正相關，再者，地方適合度、生活品質對行為意圖具有顯著的預測能力，因此，本研究建議，主辦單位可以加強對於年輕族群的居民及移居者對於台灣米倉田中馬拉松的宣傳以及加強台灣米倉田中馬拉松與田中鎮兩者之連結，以使居民更加支持此賽會。

關鍵字

運動觀光；觀光發展支持；永續觀光

並列摘要

The United Nations proposed Sustainable Development Goals (SDGs) in 2015.One of the goals is promoting the sustainable development of the tourism industry, showing the importance of sustainable tourism for local society. The sport tourism of Taiwan Road Race has developed vigorously, bringing benefits to host city. Fit can predict image perception, attitude and behavioral intention of the customers. The quality of life of the residents is gradually discussed as the focus of the management of thes sport events. The main purpose of the study is to discuss fit, place image, quality of life and behavioral intention among the reseidents of Taiwan’s Rice Heaven Tianzhong Marathon. Through purposive sampling, the questionnaires were distributed by Tianzhong Tourism Business District Development Association. The effective return of questionnaires was 301, with a recycling rate of 91%. Questionnaire is consisted of fit scales, place image scales, quality of life scales, behavioral intention scales and demographic and based on descriptive statistics, t -test, one-way, ANOVA, correlation analysis, and multiple linear regression analysis. The results show that fit, place image, quality of life and behavioral intention are significantly positively correlated. Furthermore, fit and quality of life has a significant prediction to behavioral intention. Therefore, this study suggests that the organizer can strengthen the promotion of the Taiwan’s Rice Heaven Tianzhong Marathon for the immigrants and young groups and strengthen the connection between the Taiwan’s Rice Heaven Tianzhong Marathon and the Tianzhong Town to make residents more supportive to the event.