台南古都國際馬拉松運動觀光體驗價值之研究

A Study of Sport Tourism Experiential Value of Tainan Ancient Capital International Marathon

曾瑞程(Jui-Cheng Tseng)

《休閒暨觀光產業研究》 4卷2期 (2009/10) Pp. 125-140

https://doi.org/10.6158/JLTIR.200910_4(2).0009

摘要

本研究之目的在於探討台南古都國際馬拉松參賽者，對於運動賽會參與的運動觀光體驗價值進行研究分析。統計方式運用因素分析、獨立樣本t檢定與單因子變異數分析進行資料的檢定。結果顯示31-40歲、未婚、男性、大專院校教育程度、從事商業、來自中部地區、參加過3次以下馬拉松的參賽者最多，觀光行程安排以參觀古蹟佔最多數，安排美食與購買名產次之。大專院校教育程度的參賽者在「服務優越性」與「消費者投資報酬」顯著優於研究所以上教育程度的參賽者，個人月收入30,000元以下的參賽者在「服務優越性」、「消費者投資報酬」、「美感」與「趣味性」均顯著優於30,001-50,000元與50,001-70,000元的參賽者，參加過所有馬拉松次數為3次以下的參賽者在「服務優越性」、「消費者投資報酬」、「美感」與「趣味性」均顯著優於參加過所有馬拉松次數為4-6次與7-9次的參賽者。建議賽會單位提早對於賽事進行宣傳活動，每年更新海報與宣傳紀念品，空曠地點設置大型電視牆播放現場的情況，比賽路線安排繞過不同景點，讓參賽者每年都有驚奇的感受。

關鍵字

台南古都國際馬拉松 ； 運動觀光 ； 體驗價值

並列摘要

The purpose of this study was to focus on the participants of Tainan Ancient Capital International Marathon and to discuss their experiential value of sports tourism for the sport event participation. Factor analysis, t-test and One-way ANOVA were exercised in this study. The results revealed that the demographic data of most participants was at age of 31-40, single, male, college graduate, working in business industry, reside in Middle of Taiwan, raced less than 3 times. With regards to the tourism arrangement, most participants would visit historic spots, secondly enjoy local famous and delicious cuisine and shop for specialty goods and food. As to ”service excellence” and ”consumer return on investment”, runners graduated from college were better than those graduated from graduate schools. As to ”service excellence”, ”consumer return on investment”, ”aesthetics” and ”playfulness”, participants whose monthly income below 30,000 were superior to participants whose monthly income between 30,000 to 50,000 and 50,001 to 70,000; participants raced less than 3 times were also greater than raced between 4 to 6 times and 7 to 9 times. It is suggested that the event host make early publication and promotion for the event. Posters, publication flyers or souvenirs shall be renewed each year. It will be great to accommodate a live TV wall broadcasting. In order to create amazing experience for participants every year, different sightseeing spots can be arranged along the racing routes.

並列關鍵字

Taiwan ancient capital international marathon ； sport tourism ； experiential value

參考文獻

江中皓(2002)。運動觀光高爾夫假期遊客參與動機與滿意度之研究(碩士論文)。國立體育大學體育研究所未出版之碩士論文。

吳文龍(2006)。觀光休閒旅館之消費者體驗研究(碩士論文)。國立東華大學企業管理學系未出版之碩士論文。

沈進成、楊琬琪(2007)。渡假飯店顧客體驗、體驗價值與品牌權益影響關係之研究－以劍湖山王子飯店為例。旅遊管理研究。7(1)，55-81。

林淑卿(2007)。太魯閣國家公園遊客體驗價值之研究(碩士論文)。國立東華大學企業管理學系未出版之碩士論文。

姚皓天(2007)。冒險旅遊者之情緒與體驗價值－以溯溪活動為例(碩士論文)。南華大學旅遊事業管理研究所未出版之碩士論文。