澎湖海島運動觀光客消費行為模式研究

A Study of Tourists in Island Sports Tourism Consume Behavioral Model in Penghu

10.6214/JSRM.201903_16(1).0003

林青輝(Ching-Hui Lin)；徐瑞良(Jei-Liang Hsu)

海島運動觀光 ； 吸引力 ； 服務品質 ； 知覺價值 ； 滿意度 ； 忠誠度 ； Island Sport Tourism ； Attraction ； Service Quality ； Perceived Value ； Satisfaction ； Loyalty

運動休閒管理學報

16卷1期（2019 / 03 / 01）

39 - 53

繁體中文

近年來海島運動觀光受到大眾喜愛，但是在研究方面不僅缺乏遊客的實證研究，而且也很少有研究來分析他們的消費行為模式。本研究目的主要分析遊客參與海島運動觀光的行為，以運動觀光吸引力、服務品質、知覺價值、滿意度以及忠誠度因素來建構模式。研究以參與澎湖馬公本島參與海洋遊憩活動的遊客為物件，採非隨機方式進行調查，共計獲得有效問卷320份。回收有效問卷經過描述統計以及PLS統計分析後，研究結果表明：海洋運動觀光吸引力會直接或是間接透過目的地的服務品質、知覺價值、以及滿意度影響遊客對於目的地的忠誠度。

In recent years, island sports tourism is popular, but in the study, not only lack of empirical study of tourists, but also very few studies to analyze their consumer behavior. The purpose of this study is to analyze the behavior of tourists participating in island sports tourism, the construction model is based on the attraction of sports tourism, service quality, satisfaction, perceived value and loyalty factors. A total of 320 valid questionnaires were conducted on the non-randomized survey of tourists who participated in the marine recreation activities in Jibei Island, Penghu county, Taiwan. After descriptive statistics and partial least squares (PLS) statistics analysis, the results show that: Marine sports tourism attraction will directly or indirectly through the destination of service quality, perceived value, and satisfaction affect the tourist loyalty to the destination.

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