自行車運動觀光吸引力、體驗價值對重遊意願影響之研究

The Effect of Sport Tourism Attraction and Experiential Value to Revisit Intention for Bicycle Sports

郭正德(Cheng-Ter Kuo) ； 吳宜穎(Yi-Ying Wu)

《運動知識學報》 11期 (2014/07) Pp. 34-56

摘要

本研究旨在探討自行車運動在運動觀光吸引力、體驗價值對重遊意願之間的差異及相關影響，進而鞏固遊客的重遊意願。以問卷調查運用便利抽樣方式，針對淡水地區金色水岸與八里左岸自行車道之自行車運動觀光騎乘者進行施測，計發放400份問卷，剔除無效問卷13份，得有效問卷共計387份。所得資料將以描述性統計、獨立樣本t檢定、單因子變異數、相關分析及多元迴歸進行分析。本研究結果顯示：一、運動觀光騎乘者樣本中，分別以男性、未婚、20歲～29歲、大學程度、收入10,000元以下以及學生族群最多。二、性別、婚姻狀況、年齡、教育程度、個人月收入與職業在運動觀光吸引力皆達顯著差異；則在性別、婚姻狀況、年齡、教育程度與個人月收入與體驗價值達顯著差異。三、運動觀光吸引力、體驗價值與重遊意願達顯著正相關。四、運動觀光吸引力、體驗價值與重遊意願達顯著影響。本研究藉由所得結果供相關單位於未來自行車道之規劃改進與發展之參考，亦對自行車運動觀光後續研究者提供方向建議，希望自行車運動觀光領域開創新的研究方向，響應愛護地球，節能減碳，提倡有益身心健康的自行車休閒活動，並瞭解自行車運動觀光騎乘者對於帶動淡水地區域運動觀光影響情形，對該領域做出具體貢獻。

關鍵字

自行車運動 ； 運動觀光吸引力 ； 體驗價值 ； 重遊意願

並列摘要

The purpose of this study is to explore the relationships among sport tourism attraction and experiential value on revisit intention for bicycle sports participants. It used qualitative method, the bicycle rides on Golden Riverside Cycling Path and Bali Left Bank Cycling Path were samples of convenience into the conduct survey research tools to gather data and analysis. A total of 400 questionnaires were handed out, among them, 387 copies were valid and 13 copies were invalid. The results were expressed by descriptive statistics, reliability analysis, t-test analysis, correlation analysis, One-way ANOVA, α=0.05 and multiple regression. In accordance with the results indicated: 1. Based on basic data analysis, the cyclist was in the majority by the male who was mainly marital status, in the age of 20 to 29 years old, college in education, mostly was career listed student and most of personal monthly income is no more than 10 thousand. 2. All of the demographics in the factors of sport tourism attraction were significant differences; of all the demographics, there are significant differences on experiential value for gender, age, marital status, degree and personal monthly income. 3. At Pearson Product-moment Correlation analyzing, the sport tourism attraction and experiential value, were apparently positive related. 4. Sport tourism attraction positively influenced experiential value; experiential value positively affected revisit intention. The research of the results for the relevant unit in the plan of improvement and development reference of future bicycle path, provides the direction to suggest to the bicycle racing sightseeing following researcher that hopes the bicycle racing sightseeing domain founds the new research direction, the response cherishes Earth, the energy conservation reduces the carbon, advocated that the bicycle leisure activities of beneficial physical and moral integrity, and understood bicycle racing sightseeing ride regarding leading the fresh water area territory movement sightseeing influence situation, makes the concrete contribution to this domain.

並列關鍵字

Bicycle sports ； Sport tourism attraction ； Experiential value ； Revisit intention