遊客對海域運動觀光吸引力認知、旅遊體驗、知覺價值與行爲意向之研究

A Study of Tourist Cognized on Costal Sport Tourism Attractions, Travel Experiences, Perceived Values, and Behavioral Intension

張孝銘(Hsiao-Ming Chang)

《休閒產業管理學刊》 2卷3期 (2009/12) Pp. 31-51

https://doi.org/10.6213/JLRIM.2009.2(3)3

摘要

本研究之目的主要在於分析遊客對於海域運動觀光吸引力的認知以及旅遊體驗情形。另外本研究亦分析海域運動觀光吸引力、旅遊體驗以及知覺價值對於行爲意向的影響。本研究採問卷調查方式，以在澎湖各主要水域遊憩地點從事海域活動的遊客爲對象，採定點便利取樣法的方式進行，共計獲得有效問卷1729份。所得資料經描述統計、t考驗、單因子多變量分析以及多元迴歸分析後，本研究發現：1.遊客對澎湖海域運動觀光吸引力認知最高的爲「空氣品質良好，適合從事水上活動」；2.不同性別、婚姻狀況、年齡、教育程度以及收入的遊客，對於海域運動觀光認知、旅遊體驗、知覺價值、以及行爲意向都有所不同，不過「職業」變項並不會影響。3.海域運動觀光吸引力、旅遊體驗以及知覺價值對於行爲意向有高度的預測力存在。根據研究結果，本研究不僅對澎湖觀光業者與主管單位提出經營上之建議，亦對其他研究者提出後續研究建議。

關鍵字

運動觀光 ； 旅遊體驗 ； 知覺價值 ； 海域遊憩 ； 觀光吸引力

並列摘要

The purpose of this study was analyzed the tourist cognized on costal sport tourism attractions and their travel experiences. Besides, this study was design to understand the influence on behavioral intension by costal sport tourism attractions, travel experiences, and perceived values. One-site and questionnaires were given to coastal sport tourist in each water recreation area at Penghu, and non-random sampling method is used. 1729 effective questionnaires were collected. Statistics method includes descriptive analysis, t-test, one-way MANOVA, and multiple regression analysis was used. After testing, three results are shown: 1. There are higher cognition on the costal sport attraction was 'good air quality suitable be engage in coastal activities' in Penghu. 2. There are significance difference was different gender, marriage, age, education degree, and one-month income on costal sport tourism, travel experiences, perceived values, and behavioral intension in tourist. The occupations not influence it, however. 3. There are high powerful predict on behavioral intension is costal sport tourism, travel experiences, and perceived values. A Based on these findings, the study not only gives some suggestions for tourism managers and government in Penghu, but also supports research orientation for future researchers.

並列關鍵字

Sport tourism ； travel experience ； perceived value ； coastal recreation activities ； attraction

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