不同類型運動觀光參與者的旅遊動機、期望、滿意度及其觀光特性之比較研究

A Study of Tourists' Motivation, Expectation, Satisfaction and Property on Diversity Sport Tourism

劉照金(Chao-Chin Liu) ； 張家銘(Chia-Ming Chang) ； 劉一慧(Yi-Hui Liu) ； 黃靖淑(Ching-Hsu Huang)

《運動休閒管理學報》 2卷2期 (2005/12) Pp. 24-36

https://doi.org/10.6214/JSRM.200512_2(2).0002

摘要

本研究主要目的，在比較不同類型運動觀光參與者之旅遊動機因素、行前期望、實際體驗滿意度及運動觀光之特性。研究者自行發展之「運動觀光行為動機、期望與實際滿意度量表」為工具，以參與日本2002年世界盃運動賽會觀光及巴里島運動旅遊觀光團員為對象。經由因素分析、t考驗及IPA分析，其結果如下：（一）運動觀光參與者之旅遊動機包括「新奇與自我滿足」、「休閒調劑」、「參觀與學習」、「尋求刺激」及「健身與挑戰」等五個因素，合計可解釋總變異量為70.854%；（二）不同類型運動觀光參與者之期望並無顯著不同，然而其期望之優先順序卻有顯著不同；（三）不同類型運動觀光參與者之實際體驗均高於期望，其運動觀光滿意度均在可接受範圍；（四）從不同運動觀光之特性分析，日本運動賽會觀光在「新奇與自我滿足」及「參觀與學習」較俱優勢，而在「尋求刺激」及「健身與挑戰」則有待加強，至於「休閒調劑」則較令人失望。而巴里島運動旅遊觀光特性分析，其在「休閒調劑」及「尋求刺激」較俱優勢，而在「新奇與自我滿足」較具機會，至於「參觀與學習」及「健身與挑戰」則有待加強。

關鍵字

運動觀光 ； 觀光期望 ； 觀光滿意度 ； 觀光特性

並列摘要

The purpose of the study was to compare tour motivation, expectation, practical experience satisfaction, and features of diversity sport tourists. The author developed the instrument-”The Scale of Motivation, Expectation and Experience Satisfaction of Sport Tourism”. The subject were the tourists of 2002 World Cup Japan and sport tours tourism of Bali Island. The results analyzed by factor analysis, t-test and important performance analysis (IPA) showed as follows: 1. The tour motivations of sport tourists include ”novelty and self-satisfaction”, ”leisure and enlivened”, ”visiting and learning”, ”looking for excitement” and ”fitness and challenge”. The total coefficient explainable was 70.85%. 2. There was not significant difference on expectation of diversity sport tourists, while the priority (rank) of expectations were significant different. 3. The satisfaction of sport tourism was located within the acceptable range, although the practical experience was stronger than expectation of diversity sport tourists. 4. Through the analysis of tourism property, found the perspectives of Japanese's sport events tourism, ”novelty and self-satisfaction” and ”visiting and learning” has more strength, while ”looking for excitement” and ”fitness and challenge” should be improved, but the ”leisure and enlivened” was disappointed. With regard to the property of sport tours tourism of Bali Island, ”leisure and enlivened” and ”looking for excitement” had more strength and ”novelty and self-satisfaction” has more opportunities. ”Visiting and learning” and ”fitness and challenge” should be improved.

並列關鍵字

sport tourism ； tourism expectation ； tourism satisfaction ； tourism property