海洋運動觀光近年漸漸已成為國人觀光旅遊選擇項目之一,然而相關研究皆著重陸地觀光休閒,忽視擁有四面環海的臺灣適合海洋運動觀光的發展。本研究以參加大鵬灣國家風景區海洋運動觀光的觀光客為對象。研究以概念架構的設計和測試,檢驗觀光客感知價值,觀光客的涉入、知覺價值、慣性如何影響對口碑的行為。收集了對海洋運動觀光的觀光客調查有效問卷共75份,並使用SPSS 22.0統計軟體分析所得數據。調查結果表明,觀光客涉入、知覺價值、慣性顯著影響口碑。此外,觀光客的涉入、知覺價值、慣性,對口碑皆顯著正相關。因此,業者應優先考慮提供讓觀光客感知有價值的海洋運動觀光,這樣觀光客會給予更正面評價與願意推薦。
Taiwan is surrounded by sea. Nowadays, marine sport has gained popularity among Taiwanese. In the past, the relevant studies all focused on land-sport or leisure, ignoring the resources of the surrounding sea, which are suitable for the development of marine sport tourism. The purpose of this study was to explore the participants of marine sport tourism in Dapeng Bay National Scenic Area. Questionnaire survey was adapted to collect data and 75 valid samples were received. SPSS 22.0 was used to analyze the data. Findings show that tourist involvement, perceived value and inertia can positively related to word-of-mouth. Consequently managers should emphasize the values of marine sport tourist first. Then they would be willing to have positive words and recommend to others.