- 期刊
海域運動觀光吸引力、知覺價值與行為意圖之研究
A Study on Tour Attraction, Perceived Value and Behavioral Intention on Coastal Sports for Tourists in Olympic Heng-Chun Open Water Swimming
摘要
本研究以台灣地區第十屆全民奧林匹克恆春海上長泳賽事為例，探討參與者對於海域運動觀光吸引力、知覺價值及行為意圖間之關係。研究採問卷調查方式，採便利取樣法的方式進行，共計獲得有效問卷347份。經統計分析後所得結果如下：1.運動觀光參與者對恆春海域運動觀光吸引力認知最高的前三項為「夏天氣候宜人適合從事水上活動」、「海水清澈適合從事水上活動」及「沙灘空間寬敞適合從事水上活動」。2.運動觀光吸引力、知覺價值及行為意圖變數間有正向顯著影響關係，且知覺價值對兩變數兼具有中介之影響效果，同時吸引力與知覺價值對於行為意圖有高度的預測解釋力。研究結果可提供主辦單位、旅遊目的地觀光業者及後續研究提供後續在經營管理及研究之建議。
並列摘要
This study aims to investigate the tour attraction, perceived value and behavioral intention on coastal sports for tourists in 10(superscript th) Olympic Heng-Chun Open Water Swimming by using structural equation modeling. The survey design was used for data collection, and 347 questionnaires were collected. Statistical analysis includes descriptive analysis, product-moment correlation and multiple regression analysis. Statistics analysis reveals the following major findings. 1. The first three reasons perceived by the tourists are ”Summer is the best season for water activities”, ”I has clean ocean suitable for water activities” and” It has wide and clean beaches suitable for water activities. 2. The correlation among tour attraction, perceived value and behavioral intention is significant. Furthermore, the tour attraction and perceived value had high prediction ability on the behavioral intention. According to the results of this research, valuable suggestions were proposed by the researchers for tourism managers and our government in Heng-Chun as well as the future work for other researchers to use.