高爾夫運動觀光吸引力、參與動機、滿意度與重遊意願之調查研究

The Studying of Sport Tourism Attraction, Participation Motivation, Satisfaction and Revisiting Willingness on Golf Holidays

林秋慧(Chiu-Hui Lin)

《南亞學報》 29期 (2009/12) Pp. 395-410

https://doi.org/10.6989/JN.200912.0395

摘要

本研究旨在探討國外高爾夫假期之運動觀光吸引力因素與遊客參與動機，遊程後滿意程度與重遊意願之關係，同時比較不同旅遊地區在觀光吸引力上之差異，及不同高爾夫運動涉入程度者在參與動機上之差異。本研究主要以參與國外高爾夫假期之遊客為對象，透過旅行社、球隊、朋友採滾雪球方式發放問卷，總計發出200份問卷，回收有效問卷116份。經統計分析結果顯示：1.國人喜好前往中國大陸進行高爾夫運動觀光，其次是東南亞與東北亞國家，遊程時間5-7天，多數是好友與球隊自行組團成行。2.高爾夫運動觀光吸引力主要因素前三名為「球場自然生態」與「人造景觀設施」，其次為該球場是否由知名設計師規劃或曾舉辦過著名賽事（如GPA巡迴賽）等「球場知名度」。不同旅遊地點在觀光吸引力「球場知名度」與「特殊文化資源」兩個構面上具有差異。3.國人參與高爾夫運動觀光主要動機為「壓力紓解」與「健康與適能」，不同運動涉入程度者在參與動機「體驗大自然」、「社交參與」與「成就滿足」等構面上具有差異。4.旅遊滿意度與重遊意願具有正相關，以「產品價格」、「球場景觀設施環境」、「球場管理服務」對重遊意願的相關係數最高。本研究可供國內旅遊仲介服務業者瞭解高爾夫假期產品之目標客層特徵與需求，及未來行銷策略之參考。

關鍵字

高爾夫假期 ； 運動觀光吸引力 ； 參與動機

並列摘要

The purposes of this study were to explore the golf tourism attraction factor, sport tourist participation motivation and the relationship between satisfaction and revisiting willingness. The research subjects were the tourists of golf holidays used to play abroad. The research used questionnaire survey by travel agencies, teams and individuals for collection information. In total, there were 200 copies of questionnaires and 116 valid surveys were retrieved. Through statistics analysis, it was concluded that: 1. Most tourists prefer traveling to China for golf holiday with friends and team members that South Asia and North Asia. Mostly stay 5-7 days. 2. The major factor of sport tourism attractions were natural environment, course landscape and course of celebrity. Different travel destination has remarkable differences of celebrity and culture resources. 3. The participated motivation has sixe factors, among pressure relief and health and suitability. Different travel destination has remarkable differences of natural experience, social participation, and achievements' satisfaction. 4. There are positive relationship between travel satisfaction and revisiting willingness.

並列關鍵字

golf holiday ； sport tourism attraction ； participation motivation