台灣自行車運動與休閒旅遊之研究－動機理論

近年來台灣積極舉辦許多自行車的特色活動，其期望能帶動自行車運動與休閒旅遊產業的蓬勃發展。同時，這些活動也期望能夠吸引更多國外旅客來體驗台灣的美好。本研究以動機理論之「吸引力」、「旅遊動機」及「體驗價值」等構面為基礎，彙整國內外文獻的構面要素，針對廣泛的自行車使用者進行網際網路線上調查，探索影響自行車運動與休閒旅遊的行為意圖。本研究利用李克特量測（Likert）的設計，收集到490份有效電子問卷（回收率89.1%），利用SPSS工具進行效度與信度的檢驗。研究結果具體獲取兩個結論：一、「吸引力」及「旅遊動機」在平均值與標準差部分較為顯著；二、Pearson相關分析以「旅遊動機」及「體驗價值」等較顯著，均大於.6以上（P＜.01）。本研究獲取這重要結論未來能夠提供給產官學界發展自行車運動與休閒產業參考。

關鍵字

動機理論；吸引力；旅遊動機；體驗價值

並列摘要

Recently Taiwan aggressively organized many bicycle-specific activities for expecting the prosperity of the bicycle sports and leisure tourism industry. Meanwhile, this event also hopes to attract more foreign tourists to experience the beauty of Taiwan. This study is based on the ＂attraction＂, ＂travel motivation＂ and ＂experience value＂ of the motivation theory to organize many dimension factor from domestic and foreign literature, which focused on online survey to bicycle-users through internet for exploring the behavior intention in relation of influenced factors of cycling and leisure tourism. This study used a measure design from Likert scale and collected 490 valid electronic questionnaires (recovery rate of 89.1%) though the examination of reliability and validity by SPSS tool. This study retrieved two conclusions, 1. There are significant positive correlation between ＂Attraction＂, ＂Tourism Motive＂ and behavior intention; 2. ＂Tourism Motive＂ and ＂Experience Value＂ present more significant correlation in Pearson's correlation, both of which are greater than .6 (P＜.01). The conclusions from this study will able offer to industry, government, and research references to developing bicycle sports and leisure industry.