2012國際萬人泳渡日月潭參與動機、吸引力、滿意度與忠誠度之研究

A Study on the Participation Motivation, Attraction, Satisfaction, and Loyalty among Tourists in 2012 International Massive Swimming Cross Sun Moon Lake Activity

10.29423/JSRR.201509_10(1).0004

簡彩完(Tsai-Wan Chien)；黃長發(Chang-Fa Huang)

運動觀光客 ； 日月潭 ； 游泳 ； Sport tourist ； Sun Moon Lake ； Swimming

運動與遊憩研究

10卷1期（2015 / 09 / 01）

57 - 69

繁體中文

目的：旨在探討2012年國際萬人泳渡日月潭活動，觀光客不同背景變項在運動觀光參與動機、吸引力、滿意度與忠誠度之差異情形。以及分析觀光參與動機、吸引力、滿意度對忠誠度是否有預測能力，並了解國際萬人泳渡日月潭活動對本地的重要程度為何。方法：本研究以2012年參與國際萬人泳渡日月潭活動運動觀光客為對象，有效問卷420份，回收率93.3%。結果：一、不同性別，在運動觀光參與滿意度與參與忠誠度男生顯著高於女生；不同教育程度，皆未達顯著差異；不同年齡，在運動觀光參與滿意度51歲以上顯著高於20歲以下、21－30歲、31－40歲、41－50歲；在運動觀光參與忠誠度31－40歲顯著高於21－30歲；在運動觀光參與吸引力51歲以上顯著高於21－30歲；不同居住地區，在運動觀光參與動機南部地區顯著高於中部地區；在運動觀光參與忠誠度北部地區顯著高於中部地區；是否有參加套裝旅遊方案，在運動觀光參與動機與參與忠誠度均是有參加套裝旅遊方案顯著高於沒有參加套裝旅遊方案。二、在運動觀光參與動機、吸引力、滿意度對忠誠度具有顯著預測能力。三、參與者認為本次2012年國際萬人泳渡日月潭活動對本地的重要程度，認為「很重要」的人數比例最高、其次為「非常重要」的人數比例，認為「不重要」、「完全不重要」的人數比例最少。結論：本研究結果認為舉辦活動對當地是有正面效益。其結論可提供主辦單位及未來相關研究參考。

Purpose: This study is to identify the sport tourism participating-motivation, attraction, satisfaction, and loyalty discrepancy among tourists from different backgrounds in 2012 International Massive Swimming Cross Sun Moon Lake Activity. Moreover, it analyzed whether participating-motivation, attraction, and satisfaction can be used to make predictions on the loyalty and examined the materiality level of the International Massive Swimming Cross Sun Moon Activity to the local. Method: Tourists participating in 2012 International Massive Swimming Cross Sun Moon Lake Activity were chosen to be the subject of this study. There were 420 valid questionnaires with an effective response rate of 93.3%. Result: (1) From the gender aspect, males had a significantly higher extent of sport tourism participating satisfaction and loyalty than females. There were no obvious distinctions appeared in different education status. Aged 51 and above subjects showed the highest degree of satisfaction, followed by aged 20 and below, aged 21-30, aged 31-40, and lastly aged 41-50; aged 31-40 group had a significantly higher loyalty than the aged 21-30 group; aged 51 and above group had a remarkably higher sport tourism participating attraction degree than aged 21-30. Subjects living in Southern parts had much more sport tourism motivation than those living in the central parts; those from the northern parts had a significantly higher degree of sport tourism loyalty than those living in the central parts. Participants with tour packages showed conspicuously higher sport tourism motivation and loyalty than those without packages. (2) Sport tourism motivation, attraction, and satisfaction can all be taken into account to predict loyalty. (3) Participants who rated 2012 International Massive Swimming Cross Sun Moon Lake Activity to be ＂very important＂ took up the largest portion, followed by ＂extremely important＂, ＂unimportant＂, and then ＂extremely unimportant＂. Conclusion: This study gave the results that holding such activity brought positive influences to the local. This conclusion can be a reference for the sponsor and related future studies.

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