主題性路跑參與者目的地意象、體驗價值與重遊意願之研究

The Study of Participants' Destination Image, Experience Value and Revisiting Willingness for the Theme Running Events

許勝程(Syu, Sheng-Cheng) ； 徐永億(Syu, Yong-Yi) ； 李世昌(Li, Shih-Chang)

《運動健康休閒學報》 8期 (2017/04) Pp. 102-117

摘要

本研究主要目的在瞭解2016南投中興萬人英雄路跑參與者目的地意象、體驗價值與重遊意願現況並比較不同人口統計變項目的地意象、體驗價值與重遊意願的差異，及目的地意象、體驗價值對重遊意願的預測情形。以2016南投中興萬人英雄路跑參與者313人為對象。自編「主題性路跑參與者體驗價值與重遊意願調查問卷」為工具。使用描述性統計分析、獨立樣本T檢定（T-Test）檢定、單因子變異數分析（One-Way ANOVA）及逐步多元迴歸分析等統計方法分析所得資料。獲得結果如下：1.受試者男生多於女生，年齡16～30歲居多，教育程度以高中(職)的人佔多數；居住地區以南投縣最多；到訪次數以4次（含）最多；多數有參與經驗；職業以學生為主。2.受試者以「休閒感受」因素構面得分最高，其次依序為「地方特色」、「歷史文化」及「美感」。3.目的地意象在是否參與過路跑活動變項有差異存在。4..體驗價值在教育程度、到訪次數、職業等變項有差異存在。5.重遊意願在年齡、居住地、到訪次數及職業等變項有差異存在。6.目的地意象、體驗價值對重遊意願的聯合預測力為24.1％。建議有關單位辦理類似活動可結合美食體驗模式，規劃一天的特色美食體驗活動行程，讓活動參與者滿足參與動機需求以提升推薦中興新村及周邊景點的重遊意願。

關鍵字

主題性路跑 ； 體驗價值 ； 重遊意願

並列摘要

The main purpose of this study was to understand the 2016 Nantou Chung Hsing New Village Hyper Heroes Run participants' situation of destination image, experience value and revisiting willingness and compared the differences in different demographic variables and predicted the situation of revisiting willingness in destination image and experience value. The research took participants in 2016 Nantou Chung Hsing New Village Hyper Heroes Run as research target. A questionnaire named ＂ Theme Road Runners' experience value and revisiting willingness＂ was designed to collect data. The collected data were analyzed by descriptive statistical analysis, t-test independent , one-way ANOVA independent , and multiple stepwise regression analysis. The survey concluded: (1) Male respondents were more than female respondents, and most of the respondents aged between 16 to 30. Most of the respondents only had high school diploma. Most of the respondents lived in Nantou. Most of the respondents had been visited the destination for four times. Most of the respondents had experience in joining the event. Most of the respondents were students. (2) ＂ Leisure experience＂ got the highest score in factor facets among respondents and the rest factor facets followed by ＂local characteristics＂, ＂history and culture＂ and ＂beauty＂. (3) There were differences in destination image between having an experience in running event or not. (4) There were differences in experience value between education level, visited times, jobs. (5) There were differences in revisiting willingness between age, place of residence, visited times and jobs. (6) The joint predictive force of destination image and experience value in revisiting willingness was 24.1%. The study suggested that related units hold similar activities can combine food experience and plan a tour of special food experience activities to satisfied the participants in order to promote the revisiting willingness in Chung Hsing New Village.

並列關鍵字

Theme running event ； Experience value ； revisiting willingness