海洋運動觀光客知覺價值、地方依戀對口碑之影響—以大鵬灣國家風景區為例

臺灣海洋運動觀光近年來已成為國人選擇觀光旅遊項目之一。然而相關研究皆著重陸地觀光休閒，忽視擁有四面環海資源的臺灣適合發展海洋運動觀光。本研究以南台灣發展海洋運動觀光之大鵬灣國家風景區海洋運動觀光客為對象，進行對觀光客體驗海洋運動在知覺價值、地方依戀對口碑影響之模型測試分析。本研究方法以海洋運動觀光為理論基礎，結合相關文獻知覺價值、地方依戀、口碑量表之研究工具，以區內所屬之青洲濱海遊憩區、濱灣公園、小琉球海洋運動觀光客為對象進行問卷調查，採便利抽樣法進行問卷發放，總計發放 350份，有效問卷為318份，回收率為91%，回收資料以SPSS 17.0、AMOS 22.0進行資料分析研究。根據資料分析實證結果發現：（1）知覺價值對口碑具正向顯著影響；（2）知覺價值對地方依戀具正向顯著影響；（3）地方依戀對口碑具正向顯著影響；（4）知覺價值、地方依戀正向影響口碑整體模型適配。根據本研究結果提出對大鵬灣國家風景區管理單位提出舉辦大型國際運動賽事以提高好口碑；對相關業者提出根據不同市場區隔之觀光客設計不同之海洋運動遊程、業者應加強觀光客對園區之地方認同感以提高好的口碑；對後續研究者之建議未來可加強知覺價值對地方依戀變數之間研究探討。

關鍵字

海洋運動觀光；水域遊憩；運動觀光

並列摘要

Taiwan is surrounded by sea. Nowadays, marine sport has gained popularity among Taiwanese. In the past, the relevant studies all focused on land-sport or leisure, ignoring the resources of the surrounding sea, which are suitable for the development of marine sport tourism. The purpose of this study was to explore the participants of marine sport tourism in Dapeng Bay National Scenic Area. A conceptual model was formulated and empirically tested to examine how tourists perceived values, place attachment and word-of-mouth. It adopted convenience sampling for the questionnaire. A total of 350 questionnaires were issued and 318 valid questionnaires were obtained, with an effective rate of 91% for the questionnaire. Data treatment methods using SPSS17.0 and AMOS22.0 were performed. The results of the study are as follows:(1)perceived value has a significant and positive impact on word-of-mouth; (2)perceived value has a significant and positive impact on place attachment; (3) place attachment has a significant and positive impact on word-of-mouth; (4) This study was based on the theory of marine sport, with reference to the relevant literature, perceived values, place attachment and the Word-of-Mouth scale as a research tool. According to the results of this study of management unit holding international Sports Event to raise and improve the word of mouth. THE proposed to the relevant industry the sea sports tour is designed according to the different market segments and the operators should strengthen the local identity to the tourists in order to improve the good reputations in Dapeng Bay National Scenic Area.