消費者對主題性路跑旅遊動機、選擇因素與購買意願之研究

Abstract

近年來，運動觀光逐漸成為旅遊市場中的一大亮點。其中，主題性路跑旅遊以獨特的運動體驗和觀光結合的模式，吸引大量運動愛好者和旅遊者，其不僅提供健康促進的機會，還結合文化、社交和探索等多方面的需求。本研究旨在探討消費者對主題性路跑旅遊的動機、選擇因素與購買意願間的關係，以期為相關業者提供市場策略依據。首先，本研究確定研究對象為曾參加主題性路跑旅遊的消費者，並設計問卷涵蓋人口統計變項、旅遊動機、選擇因素及購買意願。問卷發放後共回收有效樣本313份。接著，以描述性統計、獨立樣本t檢定、單因子變異數分析和迴歸分析等方法進行分析。分析結果顯示，研究參與者以男性、已婚者及大專院校畢業者為主要群體。婚姻狀況、教育程度和職業對消費者的旅遊動機和選擇因素有顯著影響。未婚和高中以下教育程度的消費者在學習體驗和社交互動上具有更強的動機，而服務業從業者更重視附加服務。健康促進、學習體驗、自由享樂、拓展社交、功能因素、情感因素、社會因素、新奇因素及附加因素均與購買意願顯著正相關。迴歸分析進一步指出，功能因素和附加因素對購買意願有顯著正向影響，自由享樂也是影響購買意願的重要因素。其他動機因素雖顯示與購買意願相關，但在迴歸分析中未達顯著水準，可能是因多重共線性或其他未考慮的控制變數影響。綜上所述，本研究為旅遊業者提供重要的市場策略依據。建議旅遊業者可強化產品的功能性設計、增加附加價值並提升自由享樂的體驗感，同時，針對不同消費者群體需求進行定制化推廣，將有助於提升其購買意願。未來研究可進一步探討價格敏感度及過去購買經驗等潛在變數對購買意願的影響，並優化模型以提高其解釋力。

In recent years, sports tourism has become prominent and attracted many enthusiasts, especially in thematic road running. This form combines sports with sightseeing, promoting health and fulfilling cultural and social needs. This study aims to examine the relationship in consumers' motivation, selection factors, and purchase intention in thematic road running tourism. The research involved 313 consumers who had participated in such tourism, using a questionnaire on demographics, motivation, selection factors, and purchase intention. Analysis showed participants were mainly male, married, and college-educated. Marital status, education level, and occupation significantly influenced motivation and selection factors. Unmarried and less-educated consumers had stronger motivation for learning and social interactions, while service industry employees valued additional services. Health promotion, learning, free enjoyment, social expansion, functional, emotional, social, novelty, and additional factors positively correlated with repurchase intention. Functional and additional factors significantly impacted repurchase intention, with free enjoyment also important. Other motivational factors were correlated but not significant in regression analysis. In summary, this study provides crucial market strategy insights for tourism practitioners. It is recommended that tourism operators enhance the functional design of their products, increase added value, and improve the experience of free enjoyment. Additionally, customizing promotions based on the needs of different consumer groups can help boost repurchase intention. Future research could further explore the impact of potential variables such as price sensitivity and past purchase experiences on repurchase intention, and optimize the model to increase its explanatory power.