運動觀光參與者的滿意度與再次參與意願相關研究－以2013高雄國際馬拉松為例

A Sport Tourism Research on the Relations Among Satisfaction and Revisiting Willingness to the Participants of 2013 Kaohsiung International Marathon

10.6132/JCM.2014.7.3.02

王明元(Ming-Yuan Wang)；魏伊君(Yi-Chun Wei)

運動觀光 ； 滿意度 ； 再次參與意願 ； sport tourism ； satisfaction ； revisiting willingness

商業現代化學刊

7卷3期（2014 / 03 / 01）

15 - 29

繁體中文

運動觀光逐漸成為現代旅遊產業成長最快的產業之一，而體育賽事旅遊也漸漸成為重要的角色。現今國人注重養生與健康，當休閒、觀光、運動和健康結合一起，讓民眾在心靈放鬆之餘也能健身，而對當地城市在交通食宿方面也能增加營收，促使民眾與當地城市雙贏。本研究目的為探討運動觀光參與者的滿意度與再次參與意願，以2013高雄Mizuno國際馬拉松為範圍，針對此活動的參與者作為問卷調查之對象，102年2月24日施測問卷調查，本調查計發出問卷350份，回收316份問卷，經刪除答不完整之問卷後，得有效問卷304份，有效回收率為86.9%。以SPSS18.0版進行分析，得以下結論，（一）不同人口背景變項參與者對滿意度與再次參與意願有顯著差異，（二）參與者滿意度對重遊意願有顯著影響力，滿意度越高再次參與意願越高。根據本研究結果，可作為未來推展運動觀光及高雄國際馬拉松競賽活動相關單位規劃、管理之參考。

Sport tourism gradually becomes the fast development industry of the tourism industry, and sport games tourism also become play an important role. Now, people focus on the health-preserving and health. When leisure and tourism combine with the sport and health, it not only can make people relax their spirit and body-building but also enhance the incomes for the traffic and accommodations of the local city. It creates win-win situation for people and city. The purpose of this study was to explore the satisfaction and revisiting willingness of the sport tourism participants. This research was conducted during ＂2013 Kaohsiung Mizuno International Marathon＂, and the questionnaire of the model who participates the activity. In 2013 February 24 started the survey. A total of 350 questionnaires sent out and 316 questionnaires were returned. After delete incomplete questionnaires, it got 304 effective questionnaires and the returned percentage was 86.9%. SPSS 18.0 Chinese version for windows was utilized to analyze the data. The results are as follows: 1). the demographic of participants had effect on the satisfaction and revisiting willingness. 2). the satisfaction of participants has obvious effect upon the revisiting willingness, enhance the satisfaction and increase the revisiting willingness. According the finding of the research, it provides some practical suggestions for operator and program manager, and spread the sport tourism in the future.