台灣鐵人三項比賽參與者對運動觀光服務品質、滿意度及重遊意願之研究─以2008宜蘭國華人壽盃為例

The Study of Sport Tourism Service Quality, Satisfaction and Intent to Return on The Triathlon Tourist in Taiwan-A Case Study of 2008 Yi-Lan Kuo Hua Life Insurance Cup Triathlon Games

潘正宏(Cheng-Hung Pan) ； 林保源(Pao-Yuan Li) ； 蔡永川(Yung-Chuan Tsai)

《美和休閒運動保健學報》 2期 (2009/02) Pp. 106-118

https://doi.org/10.6204/JRSHP.2009.02.09

摘要

鐵人三項運動（Triathlon）開始於一九七二年，須由一人獨自完成游泳、自由車、路跑等三項運動。台灣於1989年在高雄旗津海水浴場舉辦第一次鐵人三項比賽。目前台灣每年舉辦之鐵人三項競賽已超過10場次，參賽人數更突破千人且有越來越多人參與之趨勢。本研究乃以2008年在宜蘭梅花湖舉辦之鐵人三項競賽選手及觀眾為本研究之受試樣本，共抽取問卷235份，剔除無效問卷30份，共計有效問卷205份，有效回收率87.23%。研究設計以spss15.0統計軟體實施描述統計及變異數分析，研究結果摘要如下：（一）台灣鐵人賽掛名贊助開始於1992年統一企業，本次賽會亦是國內少數由企業獨家掛名贊助的鐵人三項競賽。（二）本屆比賽參賽人數達一千七百多位選手，參賽者以30~45歲男性居多。（三）有48.8％的受試對象會在宜蘭冬山鄉停留一夜，且每年約有1~2次以參加運動比賽為目的的旅行。（四）這次賽會參與者（含選手與觀眾）有51.7％學歷為大學畢業，甚至有19％的參與者為碩士學位以上，月收入以新台幣30000元~60000元居多，顯現此運動賽會較吸引高學歷及中高收入者參與。（五）參與這次賽會的運動觀光客，多數自行開車前往，且以居住在台北縣市居多，將近50％的運動觀光客願意住在比賽當地附近之旅館或民宿。（六）本次賽會之滿意度平均數達5.0以上，顯現此次賽會之參與者對運觀光服務品質、滿意度及重遊意願皆達滿意程度，僅部份滿意度如報名費用及比賽當地之公共設施或事務滿意度低於5.0。（七）受試者之背景變項不同，在部分因素構面之滿意程度及重遊意願具顯著差異。

關鍵字

鐵人三項 ； 運動觀光 ； 滿意度 ； 重遊意願

並列摘要

The first known triathlon was held in 1972. Triathlon comprises three events including swimming, bicycling and running. It shall be completed by each athlete in a game. In Taiwan, the fist triathlon was held in Cijin, Kaohsiung, in 1989. There were over 10 games which were held each year in Taiwan. The numbers of participant are over 1000 persons in each game and the numbers are rising. This study was investigated and sampled the subjects who participated and visited the 2008 Yi-Lan Kuo Hua Life Insurance Cup Triathlon Games. Questionnaires were distributed to 235 athletes and visitors attending triathlon games. After eliminating invalid questionnaires, a total of 205 questionnaires were returned and the returned percentage was 87.23%. SPSS 15.0 Chinese version for windows was utilized to analyze the data. Descriptive statistics and One-way ANOVA were implemented for all variables to describe the variables and to test the difference between variables. The abstract of results are described as following: 1). In Taiwan, the first sponsor for triathlon games from commercial company was Uni-President Enterprise Corp in 1992, and the 2008 Yi-Lan Kuo Hua Life Insurance Cup Triathlon Games was included, especially, it was unique sponsor. 2). More over 1700 athletes who participated in 2008 Yi-Lan Kuo Hua Life Insurance Cup Triathlon Games, Male 30-45 years old athletes were the majority of subjects. 3). 48.8% of subjects stayed in Yi-Lan for one night and there were1-2 times per year that participants (including athletes and visitors) who traveled for the purposes of attending a sporting event. 4). In the Level of Education, 51.7% of participants were College Graduate. In the Level of Education, 19% of participants were Graduate degree or above. 30000~60000 NTD of Household Income per Month were the majority of subjects. It indicated that triathlon games attracted high education level and the average or above average of Household Income per Month subjects who joined in the game. 5). Most of sports tourism participants who drove car to the destination and the participants from Taipei County were majority of subjects. 50% of sports tourism participants would like stay local hotel or hostel (bed and breakfast). 6). The findings pointed that Satisfaction of sports tourism participants were higher than 5.0. It indicated that the participants were satisfied in Sports Tourism Services Quality, Satisfaction and Intent to Return but in the price for this event and public facilities or affairs were lower than 5.0. 7). There were significant different in some sub-dimension of Satisfaction and the Intent to Return because of the different background of subjects.

並列關鍵字

Triathlon ； Sports Tourism ； Satisfaction ； Intent to Return