運動與宗教觀光動機、行前期望、重視程度、滿意度與忠誠度之研究

Study on Sports and Religions Tourism Motivation, Pre-trip Expectation, Emphasis Degree, Satisfaction Degree, and Loyalty Degree

林永森(Yung-Sen Lin) ； 林博文(Bo-Wen Lin) ； 周少凱(Shao-Kai Zhao)

《運動休閒餐旅研究》 1卷2期 (2006/06) Pp. 119-150

https://doi.org/10.29429/JSLHR.200606_1(2).06

摘要

本研究主要目的在探討運動與宗教觀光動機、行前期望、重視程度、滿意度與忠誠度間之相互影響關係，以大甲媽祖國際觀光文化節―中縣觀光報馬仔活動參與者爲研究對象，透過實際參與全長八天七夜之行程與問卷調查來進行實證分析。期助深入瞭解宗教與運動觀光客的行爲特質及好惡選擇，並對未來類似宗教與運動觀光休閒活動規劃管理提出更符合實際需求之建議。本研究結果發現參與人員主要分爲大學在學學生爲了體驗宗教觀光而參與活動，另一族群以一般退休族群爲主，其特性是大甲媽祖虔誠信仰者，這兩類族群都對於自行車運動有相當程度愛好。在參與者不同人口旅遊動機、行前期望、重視程度、滿意度差異性分析結果顯示不同年齡與學歷的參與者對旅遊動機、行前期望均具有顯著差異存在。在旅遊動機部分年長者對於宗教因素動機與休閒因素動機比年輕者較爲重視。除此之外本研究並發現參與者之旅遊動機、行前期望、重視程度及滿意度對於忠誠度（口碑溝通、重遊意願）有相關存在，唯與抱怨行爲因素無相關，因此參與者的旅遊動機、行前期望、重視程度及滿意度不會影響對於不合理問題反映的行爲。

關鍵字

旅遊動機 ； 行前期望 ； 重視程度 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this study was to discuss the relationship in sports and religions tourism motivation, pre-trip expectation, emphasis degree, satisfaction degree and loyalty degree. The sample was from the participants of Taichung County Tourism Patrolman on Taichung County Matzu International Festival. Practical analysis was applied by participating in the 8-day & 7-night tour personally and sending out questionnaires. This study aimed at realizing the behavior characteristics and taste choices of religions and sports tourists, and providing more practical suggestions for future study related to the management of religions and sports tourism. The participants in the survey were divided into two groups. One group was composed of university students who took part in the activity for experiencing religious tourism. The other group focused on the retired and devout Matsu believers. Both groups had great interest in bike riding exercise. The variance analysis was applied in different tourists' traveling motivation, pre-trip expectation, emphasis degree and satisfaction degree, and the result showed that participants' different age and education background had significant difference in traveling motivation and pre-trip expectation. In the analysis of traveling motivation, elder participants had higher religious factor motivation and leisure factor motivation than the younger ones. In addition, the survey showed participants' traveling motivation, pre-trip expectation, emphasis degree and satisfaction degree had correlation with loyalty degree (popularity communication, re-visiting wills), but not with complaining behavior factor. As a result, participants' traveling motivation, pre-trip expectation, emphasis degree and satisfaction degree hadn't influenced the behavior caused by unreasonable questions.

並列關鍵字

Traveling Motivation ； Pre-trip Expectation ； Satisfaction Degree ； Loyalty Degree

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