本研究以運動觀光吸引力、賽會意象、參與動機、參與滿意度與忠誠度等構面建構參與型運動觀光客行為模式。研究對象為2012年太魯閣峽谷馬拉松賽選手,採立意取樣之問卷調查法為資料蒐集方式,共計發出446份問卷,有效問卷數為363份,有效回收率達81.3%。所得資料經描述性統計、驗證性因素分析、結構方程模式進行資料分析。結果如下:本研究建構之參與型運動觀光客行為模式配適良好、參與型運動觀光客之運動觀光吸引力與賽會意象顯著影響選手參與動機;另外,參與型運動觀光客之參與動機與參與滿意度顯著影響忠誠度。本研究結論為,藉由運動觀光吸引力與賽會意象的提升,帶動參與者的參與動機,進而對賽會參與達到滿意之感受,以強化參與者再次參與及推薦他人之意願,未來持續參與的意願也就愈高。最後,根據本研究結果提出實務與後續研究建議,希望提供給賽事相關單位作為未來規劃相關之參考。
This study proposed to construct a participative behavior model for sport tourists. This model took into consideration sport tourism attraction, sport event image, participative motivation, participative satisfaction and loyalty. This study made use of judgment sampling selecting research target from 2012 Taroko Gorge Marathon. In total, a set of 446 questionnaires were sent, of which 363 valid questionnaires responded, so the effective response rate is 81.3%. The collected data were analyzed by descriptive statistics, confirmatory factor analysis and structure equation model. Some results are concluded from the statistics analysis. First, the participative behavior model constructed in this study fitted well in the sense of statistics. Second, there existed a direct positive relationship between sport tourism attraction and sport event image for participative motivation of sports tourists. Third, participative motivation and participative satisfaction imposed a direct positive effect on the loyalty of sports tourists. In conclusion, the sport tourism attraction and sport event image made a positive influence on participative motivation of sport tourists, and enhanced the willingness to recommend and repeat participation of sport event. Based on the above results, this study provided some suggestion for the practices and some research directions for the organizers of sport event planning in the future.