本研究以城市意象、運動觀光吸引力、知覺價值、重遊意願探討路跑參與者在變項間的影響情形。本研究以路跑參與者為研究對象,以立意抽樣方式於現場進行問卷發放,共發放400份,剔除無效問卷後共計386份,有效回收率為97%。所有資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證。結果如下:本研究建構之路跑參與者行為模式配適良好、路跑參與者之城市意象、運動觀光吸引力、知覺價值顯著影響重遊意願。本研究結論為,環境的安全、文化歷史可能是路跑參與者最為注重的。最後,根據本研究結果提出實務與後續研究建議,希望提供賽事相關單位作為未來規畫之參考。
The purpose of this study was to explore the relationship among urban imagery, sports tourism attraction, perceived value, and willingness to revisit of revisiting. The subject of the study was the revisiting in Taiwan. A total of 400 questionnaires were issued by purposive sampling method, 386 valid questionnaires were collected and the effective response rate was 97%. The collected data were analyzed by descriptive statistic, confirmatory factor analysis and structural equation model to verify the hypothesis. The results are as below:1. The behavior model of road runners constructed in this study are well-fitted. 2.The urban image, sports tourism attraction, and perceived value have significantly impact on the willingness to revisit. The conclusions of this study are that environmental safety and cultural history may be the most important considerations for revisiting. Finally, based on the results, this study proposed practical and future research suggestions, hoping to provide relevant units of the event as a reference for future planning.