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A Study of Sport Tourists' Satisfaction Model
An Example of Sun Moon Lake International Cross-lake Swimming Carnival
Purpose: The study aimed to propose and test a sport tourists' satisfaction index model of ＂Sun Moon Lake International Cross-lake Swimming Carnival＂, based on the theory of satisfaction indicator model. Method: Quantitative research was done on September 12, 2010 through ＂the Questionnaire of Sport Tourists' satisfaction indicator model of Sun Moon Lake International Cross-lake Swimming Carnival＂ as the instrument. 544 samples were valid. Data were analyzed using the method of Descriptive Statistics and Structural Equation Model (SEM). Result: 1. The GFI and AGFI indicators were .84 and .80. The variances extracted from the latent variables, activity's image and sport tourists' expectations, were .40 and .41 respectively. 2. The Parameter Estimation paths in the SEM were highly significant and had good explanative strengths. Only those paths from activity's image and sport tourists' expectations to satisfaction were not significant. Conclusion: 1. GFI and AGFI indices were very close to the standards of goodness of fit. The extracted variance of the latent variables had good convergent validity. 2. The Parameter Estimation paths in the SEM of Sun Moon Lake International Cross-lake Swimming Carnival were highly significant and had good explanative strength, indicating that the activity's image had triggered high expectation. Also, when overall perceived service meets the participants' expectation, the perceived value could positively affect satisfaction, and loyalty. Above all, by further emphasizing the activity plan and design, enterprises are suggested to improve employee training, supportive service, and security measures. The local area can benefit from comprehensive sponsorship strategy to enhance sponsor involvement and inter-industry alliance. Also, specific improvement strategies were addressed to promote the quality of tourists, especially those from China, the check-in accuracy, and the control of the number of swimmers by categorizing swimming with various levels of skill into different channels. The activity can be extended to 2 days in total to relieve traffic load and to enable diversified arrangements of tour package.
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