高雄市運動觀光參賽者滿意度與再次參與意願之研究－以2015國際龍舟錦標賽為例

A Study of Participants’ Satisfaction and Revisiting Willingness Intention Toward Sport Tourism in Kaohsiung: A Case of International Dragon Boat Regatta in 2015

王明元(Ming-Yuan Wang) ； 董文祥(Wen-Hsiang Tung)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 129-146

https://doi.org/10.6132/JCM.2017.8.4.07

摘要

運動觀光現在是觀光產業中成長最快的，而一邊參加賽會一邊旅遊的民眾也越來越多。現今民眾比較注重與養生和健康，當觀光、運動和健康這三者結合一起，可以讓民眾在心情愉悅之餘也能健身，另一方面在運動賽會結束後，會再次光臨賽會主辦地，帶給賽會主辦地後續經濟助益，促使民眾與當地城市雙贏。近年來政府推展海洋運動觀光例如：端午節龍舟競賽，結合臺灣民俗與水上競賽活動，並達成國際水準之觀光活動為目標（交通部觀光局，2002）。本研究目的為探討運動觀光參與者的滿意度，以2015高雄國際龍舟錦標賽為範圍，針對此活動的參與者作為問卷調查之對象，104年11月14日施測問卷調查，本調查計發出問卷400份，回收382份問卷，經刪除答不完整之問卷後，得有效問卷294份，有效回收率為73％。以SPSS20.0版進行分析，（一）不同人口背景變項參與者對性別未達顯著差異，在婚姻狀況變項有顯著差異。（二）參與者滿意度對再次參與意願有明顯影響力，滿意度越高再次參與意願越高。

關鍵字

運動觀光 ； 滿意度 ； 再次參與意願 ； 節慶活動

並列摘要

The growth of sport tourism is the rapid among tourism industry. More and more people do sightseeing while attending contests. People now days pay more attention to their health and health maintenance . To combine sports and health with sightseeing not only can make people feel enjoyable but also exercise to keep fit. On the other hand, people visit the host cities of contests again after the contests. It brings follow-up economic benfits to the host cities. Both the people and the host cities can gain advantages. In recent years, our government has been promoting water sport tourism like dragon boat races on Dragon Boat Festival. The Taiwan popular custom can be linked up with water races. The target is to reach the standard of international tourism activities. (Tourism Bureau, Minister of Transportation and communications, 2002). The goal of this research is to investigate the satisfaction of people who did sport travel when they joined Kaohsiung international Dragon Boat Races in 2015. The questionnaires were given out on Nov. 14th, 2015. Four hundred questionnaires were given out and three hundred eighty-two were returned. After deleting questionnaires without full and valid answers, two hundred ninety-two were submitted. The effective recovery rate of the questionnaire is 73%. We can get two conclusions by the analysis of SPSS：1. Different demographic background variables significantly less than the participants of gender differences, there are significant differences in marital status variables. 2. participants' satisfaction appearantly influence participants to do sport travel again; the more satisfied they are, the more they want to participate in.

並列關鍵字

sports tourism ； satisfaction ； willingness to participate again ； festivals