特別活動之遊客知覺風險、滿意度及忠誠度之相關研究－以2009高雄世運爲例

A Study of the Relationship among the Perceived Risks, Satisfaction and Loyalty of Participants of a Special Event: The Case of the World Games 2009 Kaohsiung

蔡長清(Chang-Ching Tsai) ； 張秀靖(Hsiu-Ching Chang)

《商業現代化學刊》 5卷2期 (2009/11) Pp. 199-212

https://doi.org/10.6132/JCM.2009.5.2.15

摘要

本研究主要目的是探討參加特別活動之遊客的知覺風險、滿意度及忠誠度的關係。本研究採用問卷調查法並以參觀「2009高雄世運」之外地遊客爲對象。問卷於7月16日至26日世運舉辦期間，在鄰近高雄主要觀光景點之比賽場館發放。共計發放400份樣本，回收有效問卷333份(83.25%)。問卷內容主要包括個人背景變項、知覺風險、滿意度及忠誠度。資料分析採用描述性統計、因素分析、t檢定、單因子變異數分析、Pearson相關、廻歸分析，並以SPSS12.0進行分析。研究結果顯示，受訪之高雄世運遊客以男性、20~29歲、未婚、大學專科、服務業、南部地區、參觀同伴爲家人、每年旅遊花費以5千至1萬者爲多，主要資訊來源爲電視。此外，遊客之背景變項在知覺風險、滿意度與忠誠度有顯著差異。最後檢驗發現遊客參加高雄世運前之知覺風險和參觀後之滿意度與忠誠度問呈現正向相闕，且知覺風險對「滿意度」與「忠誠度」具有顯著的預測力。本研究結果可提供辦理「特別活動」的城市了解外地遊客及制定策略之參考。

關鍵字

世運 ； 知覺風險 ； 滿意度 ； 忠誠度

並列摘要

This study aims to examine the relationship among perceived risks, satisfaction and loyalty of participants of a special event. This is a questionnaire based study and subjects were non-local visitors participating The World Games 2009 Kaohsiung from July 16(superscript th) to 26(superscript th) in the various World Games venues. 333 of 400 copies of questionnaire are completed (83.25%). The contents of the questionnaire include personal background, percieved risks, satisfaction and loyalty. The collected data were analyzed using descriptive statistics, factor analysis, t test, one-way ANOVA, Pearson's test and regression. The findings indicate that main subjects are male in the age of 20 to 29, single with a college degree in the services industry, living in southern Taiwan, attending the World Games with family and spending NT$ 5000 to NT$I0,000. Television is how they were informed with this event. In addition, personal background may affect the perceived risks, satisfaction or loyalty. The results show that perceived risks has positive relationship with satisfaction or loyalty and it has partial predictive power to satisfaction or loyalty too. The results may be helpful for cities hosting special events as reference to understand non-local visitors and formulate policy.

並列關鍵字

the World Games ； perceived risks ； satisfaction ； loyalty