運動觀光特色對遊客認知價值與滿意度影響之研究－以日月潭萬人泳渡為例

李城忠; 沈德裕

doi:10.7118/JHSS.200706.0017

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P17 - 26

人文学 > 人文学综合
社会科学 > 社会科学综合

DOI： 10.7118/JHSS

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运动观光特色对游客认知价值与满意度影响之研究－以日月潭万人泳渡为例

A Study of the Effects of Sports-Tourism Features on Tourists' Perceived Value and Satisfaction

李城忠(Cheng-Jong Lee) ；沈德裕(Te-Yu Shen)

人文暨社会科学期刊； 3 卷 1 期 (2007 / 06 / 01) ， P17 - 26

繁体中文 DOI： 10.7118/JHSS.200706.0017

运动观光特色；认知价值；满意度； sports-tourism features ； perceived value ； satisfaction

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摘要 │ 参考文献 (31) │ 被引用文献 (12) │ 国际计量

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Sports tourism has become a trend for future development of the tourism industry. However, tourists choose their behaviors on the basis of their respective perceived values. The literature on this topic is scarce, being limited mostly to discussions of direct relationships between different factors but not clearly identifying the types of direct effects caused by moderately perceived values. The results of this study, exemplified by a swimming event at Sun Moon Lake in Central Taiwan, verified that the more features sports tourism has, the higher both the tourists' perceived value and their loyalty. Moreover, the higher the tourists' perceived value is, the higher their satisfaction level will become. This overall effect increased significantly, thus confirming the findings of previous researchers (Keller, 1993; Tax & Brown, 1998; Andreas & Wolfgang, 2002). Satisfaction and perceived value are two different constructs, yet they compensate each other. However, this observation is different from that of Swaddling and Miller (2002), who found that perceived value can replace satisfaction. Therefore, more competitive advantages can be created in tourist attractions by protecting the original geological features and strengthening promotion through sports marketing to meet tourists’ demands and enhance their perceived values.
The results also indicated that foreign tourists in Taiwan have higher ”perceived values” and ”attraction features” than those of native tourists. It can be reasoned that foreign tourists are not familiar with local tourist attractions; hence, local and unique activities will attract foreigners' participation. Tourists who have a higher monthly income have a stronger ”perceived value” than those who have a lower income. Higher-income tourists have more resources for participating in recreational activities. Furthermore, female tourists exhibited more differences than males in terms of agreement on ”attraction features.” Thus, it can be reasoned that females care more about whether a tourist attraction has distinguishable features. This result can help business owners to adjust their marketing strategies.

参考文献 ( 31 ) 〈TOP〉

Anderson, E. W.,Fornell, C.,Lehmann, D.(1994).Customer satisfaction, market share, and profitability: Findings from Sweden.Journal of Marketing,58,53-66.
Andreas, E.,Wolfgang, U.(2002).Customer perceived value: A substitute for satisfaction in business markets?.The Journal of Business & Industrial Marketing,17(2),107-118.
Bagozzi, R. P.,Yi, Y.(1988).On the use of structural equation model in experimental designs.Journal of Marketing Research,26(3),271-284.
Boyett, J. H.,Boyett, J. T.(1999).The guru guide: The best ideals of the top management thinkers.New York:John Wiley & Sons.
Burton, R.(1995).Travel geography.London:Pitman.

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