题名

運動觀光賽會形象、目的地形象與目的地忠誠度關係之研究－以2009高雄世界運動會為例

并列篇名

A Study of the Relationship among Sport Tourism Event Image, Destination Image and Destination Loyalty of 2009 World Game in Kaohsiung City

DOI

10.6157/2010.4(1).5

作者

林宏恩(Hung-En Lin)；古志銘(Chih-Ming Ku)；陳文貞(Wen-Chen Chen)

关键词

運動觀光賽會形象 ； 目的地形象 ； 目的地忠誠度 ； 2009高雄世界運動會 ； 結構方程模式 ； Sport Tourism Event Image ； Destination Image ； Destination Loyalty ； 2009 Kaohsiung World Game ； Structural Equation Modeling

期刊名称

休閒與遊憩研究

卷期/出版年月

4卷1期（2010 / 05 / 01）

页次

157 - 184

内容语文

繁體中文
中文摘要

本研究旨在探討2009年高雄世界運動會之運動觀光賽會形象、目的地形象與目的地忠誠度之影響關係；研究工具採自編之2009年高雄世界運動會之運動觀光賽會形象、目的地形象與目的地忠誠度研究問卷，並利用網路問卷方式，於批踢踢(PTT)以及與世界運動會相關之部落格進行發放，共取得有效樣本842人。本研究隨機抽取100份問卷進行項目分析以及探索式因素分析，再抽取300份進行驗證式因素分析，剩餘之439份問卷（男性190人，女性249人，主要以21~30歲、月所得20,001~30,000元、大學／專科學歷爲最多）以結構模式分析探討運動觀光賽會形象、目的地形象與目的地忠誠度間之關係。研究結果顯示，運動觀光賽會形象透過目的地形象對目的地忠誠度有顯著之間接影響關係，且目的地形象具有完全中介之效果。
英文摘要

This study investigates the relationship among sport tourism event image, destination image and destination loyalty of 2009 World Game in Kaohsiung City. ”The Sport Tourism Event Image, Destination Image and Destination Loyalty of 2009 World Game Online Questionnaire” was developed. 842 valid online questionnaires were collected to tourists via PTT and related blogs which provided forums for 2009 Kaohsiung World Game. Item analysis, exploratory factor analysis (100 questionnaires) and confirmatory factor analysis (300 questionnaires) were implemented. Also, 439 questionnaires were employed descriptive statistics and structural equation modeling to analyze the data. Most of the people who filled out the questionnaire were female (l90males and 249 females), 21 and 30 years old, salary between NT $ 20001 and 30000 per month, and college educational background. The results indicated that sport tourism event image indirectly influenced destination loyalty by destination image. The destination image was a complete mediator between sport tourism event image and destination loyalty.
主题分类 人文學 > 地理及區域研究
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被引用次数
  1. 洪千巧、李再立(2015)。集集盃綠色隧道馬拉松之賽會形象與參賽動機。身體文化學報，21，1-22。
  2. 黃仁宗(2016)。節慶意象與目的地飲食意象在遊客節慶體驗與行為意圖關係中的角色：台南清燙牛肉節實徵案例之研究。島嶼觀光研究，9(2)，1-32。
  3. 蘇維杉、顏君彰、徐茂洲(2015)。運動觀光論文應用結構方程模型之研究。運動休閒管理學報，12(1)，37-56。
  4. 王建興、方怡潔(2013)。賽會形象、目的地意象、賽會滿意度與行為意圖之關係研究。台灣體育運動管理學報，13(2)，135-158。
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