本研究之目的旨在建立一個賽會管理與觀光旅遊之實證模式,藉以檢驗賽會形象、目的地意象、賽會滿意度與行為意圖等變項間之潛在關係。研究對象為2012高雄國際馬拉松的參賽者(N=401),研究工具包含「賽會形象量表」、「目的地意象量表」、「賽會滿意度量表」以及「行為意圖量表」,問卷於2012年2月5日在高雄國際馬拉松路跑賽之終點站(高雄國家體育場)進行現場發放及回收,資料經結構方程模式分析。研究結果顯示:一、賽會形象模式屬於可接受的模式;二、賽會形象對於賽會滿意度具有顯著的正向影響;三、賽會滿意度對於行為意圖具有顯著的正向影響;四、賽會形象對於目的地意象具有顯著的正向影響;五、目的地意象對於行為意圖具有顯著的正向影響。根據上述結果,本研究結論為運動觀光參與者的賽會形象越好,則賽會滿意度及目的地意象越佳,並進一步提升再次參賽及重遊之意圖。建議運動賽會管理者宜針對賽會的功能性和經驗性形象擬定策略,並透過人員培訓提升服務品質,且增設宣傳管道暨改進賽會規劃。另建議觀光旅遊單位宜改善高雄的旅遊環境並強化其城市觀光吸引力,以提升參與者未來重遊高雄之意願。
The purpose of this study was to examine the relationships among event image, destination image, event satisfaction, and behavioral intention by merging the fields of sport tourism and event management. The participants were runners of the 2012 Kaohsiung International Marathon (N = 401). The instrument comprised 4 sport- or tourism-related scales concerning event image, destination image, event satisfaction, and behavioral intention. The questionnaires were distributed at the final destination point of the marathon (the Kaohsiung National Stadium) on February 5, 2012. The data were analyzed using structural equation modeling. The results revealed that (a) the hypothesized model fit the data appropriately; (b) event image was positively related to event satisfaction; (c) event satisfaction was positively related to behavioral intention; (d) event image was positively related to destination image, and (e) destination image was positively related to behavioral intention. The results indicated that high levels of event image increase event satisfaction and destination image, thus enhancing behavioral intention. The researchers suggest that event managers develop managerial strategies to enhance various function areas of an event and runner event experience, to increase the level of service quality through personnel training, to establish effective information channels, and to optimally arrange event logistics. In addition, tourism promoters should improve the overall tourism quality of Kaohsiung and strengthen its destination attraction to encourage runners to revisit Kaohsiung in the near future.