馬拉松賽會吸引力對參與者認真休閒與行為意向影響研究

A Study of the Influence of Marathon Event Attraction on Participants' Serious Leisure and Behavior Intention

鄭詠展(Yong- Zhan Zheng)

《休閒觀光與運動健康學報》 11卷1期 (2021/02) Pp. 50-64

摘要

本研究目的在於瞭解馬拉松賽會吸引力，對參與者認真休閒以及運動觀光參與行為意向的影響。研究以廈門馬拉松路跑賽的參與者為對象，於現場採便利取樣方式進行調查，共計獲得有效問卷485份。有效問卷經過描述統計以及PLS統計分析後，結果發現：1.馬拉松賽會的吸引力，對於參與者的認真休閒特質，有正面的影響存在。此外對於參與者運動觀光的行為意向，也有正向的影響存在。2.馬拉松參與者的認真休閒特質，對於運動觀光參與行為意向有正面的影響存在。3.本研究也發現認真休閒對於賽會參與者運動觀光的行為意向具有中介的效果存在。最後依據研究結果提出未來研究及賽會規劃之建議。

關鍵字

運動賽會觀光 ； 吸引力 ； 認真休閒 ； 行為意向 ； 馬拉松

並列摘要

The purpose of this study is to understand the influence of marathon event attractiveness on participants' serious leisure and sports tourism participation behavior intention. In this study, the participants of Xiamen marathon road race were investigated by convenient sampling method, and 485 valid questionnaires were obtained. After descriptive statistics and partial least squares (PLS) statistical analysis, the effective questionnaires were analyzed, the results show that: 1. The attraction of Marathon has a positive effect on the serious leisure characteristics of participants. In addition, it also has a positive effect on participants' behavior intention of sports tourism. 2. The serious leisure characteristics of Marathon participants have a positive effect on the behavior intention of sports tourism. 3. This study also found that serious leisure has a mediating effect on the participants' sports tourism behavior intention. Finally, based on the analysis results, this study puts forward suggestions for future researchers and marathon race planning.

並列關鍵字

Sport event tourism ； attraction ； serious leisure ； marathon ； behavior intention