國際運動賽會吸引力、觀光利益與運動觀光發展態度之關係

Relationship Among Attractiveness on International Sports Event, Tourism Benefit and Attitude Toward Sports Tourism Development

張智涵(Chih-Han Chang) ； 戴遐齡(Hsia-Ling Tai)

《大專體育學刊》 20卷3期 (2018/09) Pp. 207-221

https://doi.org/10.5297/ser.201809_20(3).0002

摘要

本研究目的在探討國際運動賽會舉辦，是否影響民眾對於國際運動賽會吸引力、觀光利益與運動觀光發展態度之間的關係。研究選擇2017世界大學運動會天母棒球場進場觀賽民眾為研究對象，透過方便抽樣方式做問卷調查，共獲得有效問卷364份。本研究結果發現在簡單迴歸中，國際運動賽會吸引力顯著預測觀光利益，其解釋變異量為28.7%；在加入國際運動賽會吸引力與觀光利益對運動觀光發展態度的迴歸分析中，解釋變異量增加為44%。在使用多元逐步迴歸上瞭解各構面重要影響因子，國際運動賽會吸引力中與觀光利益有三項因子可預測運動觀光發展態度，分別是社會文化面、技術表現與成就追求，多元相關係數為.681，其累積解釋變異量為46.4%，並且發現觀光利益中社會文化面為重要因子。本研究結論：從路徑係數中可以發現國際運動賽會吸引力對運動觀光發展態度，有直接效果，代表國際運動賽會吸引力對於運動觀光發展態度有正面影響；中介效果為觀光利益會增加民眾對於運動觀光發展態度的認同度。

關鍵字

社會文化面 ； 技術表現 ； 成就追求 ； 中介效果

並列摘要

The purpose of this study was to investigate whether the hosting of an international sports event will affect people's view about attractiveness on international sports event, tourism benefit and attitude towards sports tourism development. Total three-hundred and sixty-four people who participated in the Tianmu Baseball Stadium of the 2017 Universiade Summer Games were recruited, and completed questionnaires through the convenient sampling procedure. This study found that attractiveness on international sports event predicts the tourism benefit in simple regression, and the explanatory variance was 28.7%. When add-in attitude toward sport tourism development, the explanatory variance was 44%. On the other hand, in multiple stepwise regressions to understand the important impact factors of each items, we found attractiveness on international sports event had three factors that could affect attitude towards sport tourism development. It was found that the social and cultural aspects, technical performance and achievement pursuit impact were the important factors, and the multivariate correlation coefficient was .681, its cumulative explanatory variation was 46.4%. We further found that the social and cultural aspects of tourism benefit were important factors. From the path coefficient, the result of the study suggests that the attractiveness on international sports event has a direct effect on the attitude toward sport tourism development. It means that the attractiveness on international sports event games has a positive impact on the attitude towards sport tourism development. The mediating effect is that tourism benefit increases the public's recognition of attitude towards sport tourism development.

並列關鍵字

social and cultural aspects ； technical performance ； achievement pursuit ； mediating effect

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