從遊客體驗品質、知覺價值與再遊意願的觀點探討澎湖海洋運動產業之發展

An Exploration of the Development of Marine Sports Industry based on Perspectives of Visitor Experience Quality, Perceived Values, and Revisiting Intentions

10.29916/JMPP.201209.0004

胡俊傑(Chun-Chieh Hu)；張良漢(Liang-Han Chang)；簡彩完(Tsai-Wan Chien)

體驗品質 ； 知覺價值 ； 海洋運動產業 ； experience quality ； perceived values ； marine sports industry

管理實務與理論研究

6卷3期（2012 / 09 / 01）

63 - 75

繁體中文

近年來澎湖觀光發展的主軸一直在強調親近海洋，從各種類型的海洋運動，如：浮潛、風帆、輕艇、滑水、獨木舟等活動，在澎湖的遊程體驗中相當受到歡迎喜愛，而這一系列多樣化的水域遊憩活動形式，對促進澎湖海洋運動產業的發展具有正面的意義，對地方經濟的發展產生正面的衝擊，本研究旨在探討遊客到澎湖參與海洋運動其體驗品質、知覺價值與再遊意願之關係及因果模型，本研究共取得744有效樣本，研究結果發現來澎湖參與海洋運動的遊客在其體驗品質與知覺價值、知覺價值與再遊意願、體驗品質與再遊意願具有正相關存在，另外，體驗品質與知覺價值對再遊意願具有正向的影響，希冀藉由本研究的發現，對澎湖的業者在海洋運動產業的經營管理及未來該產業發展具有實務的貢獻。

The development of Tourism in Penghu mainly focuses on marine sports in recent years. A series of marine sports activities, such as scuba diving, sailing, kayaking, and water skiing are very popular in tourism itinerary. The various types of marine sports activities results in a positive influences on the development of marine sports industry and local economics in Penghu. The purpose of this study aims at exploring the relationships among the experience quality, perceived value, and revisiting intentions of visitors who participating in marine sports activities in Penghu, and further construct a integrated models based on the above variables. 744 valid samples were received in this study. The results revealed positive relationships among all the three variables. Moreover, results also found that experience quality and perceived value had positive effects on revisiting intentions of visitors. By exploring the results of the study, managerial implications and contributions were provided for management and future development on marine sports industry in Penghu.

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