運動賽會參與者重遊意願之研究－以2010年桃園國際鐵人三項錦標賽為例

A Study on Revisit Intention of Sporting Event Participants: The Case of 2010 Taoyuan International Triathlon Championship

楊子孟(Tzyy-Meng Yang) ； 陳培季(Pei-Chi Chen)

《運動休閒管理學報》 11卷1期 (2014/03) Pp. 20-36

https://doi.org/10.6214/JSRM.1101.002

摘要

本研究目的旨在探討賽會滿意度與運動觀光吸引力對重遊意願之影響。以2010年桃園國際鐵人三項錦標賽之參與者為研究對象，採立意抽樣方式蒐集樣本，問卷共發出350份，去除無效問卷與非目標樣本之後，有效問卷299份，有效問卷回收率為85.43%。本研究以描述性統計、因素分析與多元迴歸進行統計分析，結果發現：整體而言，賽會滿意度與運動觀光吸引力對重遊意願的影響，僅運動觀光吸引力具有顯著的解釋力；大會相關人員部分，在運動觀光吸引力方面，以「環境與氣氛吸引力」因素的解釋力最佳，在賽會滿意度方面，「場地安全滿意度」因素亦具顯著的解釋力；選手親屬部分，在運動觀光吸引力方面，以「遊憩吸引力」因素的解釋力最佳；與觀眾部分，在運動觀光吸引力方面，以「環境與氣氛吸引力」因素的解釋力最佳。本研究結論，運動觀光吸引力才是影響賽會參與者重遊意願的主要因素。最後，根據分析結果提出討論與建議。

關鍵字

賽會滿意度 ； 運動觀光吸引力 ； 重遊意願 ； 桃園國際鐵人三項

並列摘要

The purpose of this study was to explore the influence of sport event satisfaction and sport tourism attraction on revisit intention among participants with different identities. The participants were drawn from 2010 Taoyuan International Triathlon Championship, and purposive sampling was used by using questionnaires to collect data. A total of 350 questionnaires were distributed, and after removing invalid questionnaires and non-targeted samples, there were 299 valid questionnaires. The valid response rate was 85.43%. The tools used for data analysis were descriptive statistics, factor analysis, and multiple regression analysis. The results of this study demonstrated: 1. Sport tourism attraction had a significant explanatory power on revisit intention, but sport event satisfaction did not; 2. In the factor of sport tourism attraction, ”environment and atmosphere” was the factor with the highest explanatory power for the revisit intention of sport event personnel. And in the factor of sport event satisfaction, ”site security satisfaction” also had a significant explanatory power; 3. In the factor of sport tourism attraction, ”leisure and recreation” was the factor with the highest explanatory power for the revisit intention of relatives of the players; and 4. In the factor of sport tourism attraction, ”environment and atmosphere” was the factor with the highest explanatory power for the revisit intention of spectators. This study therefore concluded that sport tourism attraction is the main factor of affecting participants' revisit intention. According to the findings, discussions and suggestions were given.

並列關鍵字

Sport event satisfaction ； Sport tourism attraction ； Revisit intention ； Taoyuan International Triathlon Championship

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