應用計畫行為理論探討自行車觀光吸引力與地方依戀對於重訪意願影響之研究

Applying the Theory of Planning Behavior to Explore the Study of the Bicycle Tourism Attraction and Place Attachment to the Willingness to Revisit

柯昱辰(Yu-Chen Ko)；柯比昂(Pi-Ang Ko)；謝宗勳(Tsung-Hsun Hsieh)

自行車旅遊 ； 地方依附 ； 行為意圖 ； 運動觀光 ； 重訪意願 ； Bicycle tour ； Place attachment ； Behavioral intention ； Sport tourism ； Willingness to revisit

興大體育學刊

22期（2023 / 01 / 01）

13 - 25

繁體中文;英文

本研究以曾經前往自行車道騎乘自行車之旅客做為研究對象，研究目的在於應用計畫行為理論分析遊客自行車旅遊行為，並探討關於觀光吸引力以及地方依戀對於遊客再次前往自行車道之重訪意願。本研究採問卷調查法收集樣本，透過線上問卷進行發放，總計發出536份問卷，有效問卷為512份，回收率達95.5%，回收樣本並以SPSS 20.0進行描述性統計、多元迴歸及皮爾遜積差相關進行分析。研究結果顯示態度、主觀規範、知覺行為控制、觀光吸引力對於重訪意願，皆為正向且顯著之影響。而地方依戀對於重訪意願影響之假設並不成立。最後，期望本研究所提出管理意涵與未來研究方向，能對實務界與學術界作出貢獻。

This research invited the travelers who have experiences in cycle tourism as the research participants. The purpose of the present research was to apply the theory of planned behavior to analyze tourists' behavioral intentions and to explore how the tourism attraction and the place attachment would impact tourists' willingness of revisit the bicycle path. In this study, samples were collected and distributed through online questionnaires. A total of 536 questionnaires were sent out, of which 512 were valid questionnaires, with a good return rate of 95.5%. And this study used SPSS 20.0 to analyze collected data based on the descriptive statistics, multiple regression analysis, and Pearson's product-moment correlation. The research findings showed that attitude, subjective norms, perceived behavioral control, and tourism attraction all had positive and significant effects on revisit Intention. However, place attachment did not have an effect on willingness to revisit the place. Finally, this research proposed management implications and future research direction in the hope of making contributions to practitioners and academics.

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