探討滿意度在觀光吸引力與重遊意願間之中介效果－以自行車道為例

The Mediating Effects of Biking Track Tourism Satisfaction between TourismAttraction and Revisit Intention

林筱珊(Lin, Siao-Shan) ； 黃娟娟(Huang, Chuan-Chuan)

《高應科大體育》 15期 (2016/12) Pp. 117-126

摘要

由於健康促進的概念，騎乘自行車在近幾年間已掀起一波的熱潮，同時也成為許多人從事休閒運動時的首選。本研究旨在探討新竹十七公里自行車道之觀光吸引力、滿意度與重遊意願關係之研究。針對新竹十七公里自行車道騎乘者為研究對象並以立意抽樣收集相關資料，於民國105年2月10日至2月15日，共發放430份問卷，刪除無效問卷32份，有效問卷408份，有效問卷率94.9%。本研究以SPSS 18與AMOS 18統計軟體作為統計分析工具，研究結果顯示觀光吸引力對滿意度產生正向顯著之影響；滿意度對重遊意願產生正向顯著之影響；而觀光吸引力對重遊意願產生正向顯著之影響。觀光吸引力不但可以提高新竹十七公里自行車道騎乘者之重遊意願，且透過滿意度之影響亦可提高重遊意願，因此，滿意度在此模型具有中介效果。根據研究結果，本研究建議相關單位增加車道沿途的公廁數量，未來以運動觀光作為行銷上的主題，以騎乘自行車為觀光主題活動，將車道與周遭的觀光景點做結合，增加騎乘過程的樂趣，以吸引騎乘者再次騎乘。

關鍵字

觀光吸引力 ； 滿意度 ； 重遊意願

並列摘要

Since the concept of health promotion, it had became more popular for Taiwanese people to ride bicycles, and also became the first choice of many people engaged in recreational exercise. The purpose of this study is to explore the correlations among sports tourism attraction, satisfaction, and revisit intentions for riders along the Hsinchu seventeen kilometers bike paths. This study took riders along the Hsinchu bike path as research subjects, with date collected between February 10 to 15 of 2015 based on purposive sampling, in which 430 formal questionnaires were released. After discarding 32 invalid questionnaires, 408 valid questionnaires, for a valid retrieval rate of t 94.9% questionnaires. SPSS 18 and AMOS 18 statistical software are adopted as analysis tool, the results show that there was a significant positive relationship between sports tourism attraction and satisfaction; there was a significant positive relationship between satisfaction and revisit intention; there was a significant positive relationship between tourism attraction and revisit intention. Tourism attraction not only improve Revisit Intention, but also through the influence of satisfaction could improve Revisit Intention, therefore, satisfaction had mediating effects of this model. According to research results, it was suggested that governments increase the number of toilet along the way and could use sports tourism as a marketing method, hold tourist activities focusing on bike rides. In order to attract riders riding again, it would combine bike path and sightseeing and increased the fun of riding.

並列關鍵字

Tourism Attraction ； Satisfaction ； Revisit Intention