運動觀光參與者之賽會形象、目的地意象與滿意度之研究－以107全國卦山慈善盃桌球錦標賽為例

A Study on the Event Image, Destination Image and Satisfaction Rate of Sport Tourism Participants- Take 2018 National Guashan Charity Cup Table Tennis Tournament as the Example

陳盛彬(Sheng-Pin Chen) ； 萬捷雄(Chien-Hsiung Wan) ； 邱懋峮(Mao-Chun Chiu) ； 鄭賀珍(Ho-Chen Cheng)

《運動與觀光研究》 7卷2期 (2018/12) Pp. 43-53

https://doi.org/10.6198/Sports.201812_7(2).0005

摘要

本研究主要在瞭解「107全國卦山慈善盃桌球錦標賽」參與者對賽會形象、目的地意象與滿意度之關係研究。同時探討不同人口背景變項對賽會形象、目的地意象與滿意度之差異情形。問卷於107年3月14日進行現場發放及回收（共發出315份，回收有效問卷300份，有效問卷回收率為95%）。以信效度分析、描述性統計、獨立樣本t檢定、單因子變異數分析、積差相關分析、迴歸分析等統計方法來分析其結果。

關鍵字

運動觀光 ； 賽會形象 ； 目的地意象 ； 滿意度

並列摘要

This study aims at the event image, destination image and satisfaction levels of participants in 2018 National Guashan Charity Cup Table Tennis Tournament. It also discusses the differences of the event image, the destination image, and the satisfaction rate among those from different backgrounds. The questionnaires were handed out and taken back on March 14^(th), 2018. Three hundred fifteen copies were handed out and three hundred of them were taken back. The response rate, 95%, was effective. It applies reliability analysis, descriptive statistics, independent sample t-test, one-way ANOVA, product moment correlation analysis, and regression analysis. and multiple-regression analysis and the results.

並列關鍵字

sport tourism ； event image ； destination image ； satisfaction