城市盃國際龍舟錦標賽國內參與者服務品質知覺、滿意度與行為意圖之研究

Abstract

「城市盃國際龍舟錦標賽」作為一項備受矚目的國際性龍舟比賽，吸引來自全球的參與者和觀眾，是充滿深厚文化情感的盛世，悠久的龍舟傳統與現代體育競技的精華，突顯體育和文化地完美結合，為深入研究「城市盃國際龍舟錦標賽」國內參與者的服務品質知覺、滿意度與行為意圖，本研究首先著重收集人口背景統計資訊，本研究聚焦於分析城市盃國際龍舟錦標賽參與者如何基於其人口學特徵—如年齡、性別及教育背景—來評估服務品質、表達對賽事的滿意度以及形成重複參賽的意願。本研究將探討這些特徵如何影響參與者對賽事服務品質的感知、對賽事的整體滿意感，以及其未來參與賽事的意向。此外，本研究還將調查這些因素之間的相互關係，並評估參與者對服務品質的知覺和滿意度如何預測他們未來的行為意圖。通過這些分析，期望深入理解來自不同背景的參與者對於龍舟賽事服務的反應和評價。研究結果顯示，城市盃國際龍舟錦標賽對參與者的服務品質知覺有著積極的影響。參與者普遍認為賽事的籌備與執行具有高度的專業性與用心，對於比賽過程中的安排與服務表現給予了正面評價。參與者對於賽事的整體滿意度亦呈現出較高水準，他們對於比賽的精彩程度、組織效率以及參與感受均給予了正面評價。在行為意圖方面，研究發現參與者對於未來參與類似賽事的意願較高，並願意向他人推薦此類活動。城市盃國際龍舟錦標賽在提升參與者對服務品質的認知、增加其滿意度以及強化他們未來參與賽事的意願方面起到了關鍵作用。

"The City Cup International Dragon Boat Championship," as a highly acclaimed international dragon boat competition, draws participants and spectators from around the world. It is not merely a sports event but also a celebration rich in cultural depth, blending the ancient tradition of dragon boating with the essence of modern athletic competition, highlighting the perfect fusion of sports and culture. This event not only sparks participants' enthusiasm for sports but also carries the responsibility of preserving valuable cultural heritage, allowing many to deeply appreciate the significance of this traditional activity.To delve into the service quality perceptions, satisfaction levels, and behavioral intentions of domestic participants at the"City Cup International Dragon Boat Championship," this study initially focuses on collecting demographic data such as age, gender, and educational background. It examines how participants, based on these demographic characteristics, evaluate service quality, express satisfaction with the event, and form intentions to participate again. This study explores how these characteristics influence participants' perceptions of service quality, overall satisfaction with the event, and their intentions to participate in future events. Additionally, the study investigates the interrelationships among these variables and assesses how perceptions of service quality and satisfaction predict participants' future behavioral intentions. Through these analyses, we aim to deeply understand how participants from different backgrounds respond to and evaluate the services at the dragon boat races. Ultimately, the study defines the "City Cup International Dragon Boat Championship" as a nationally representative dragon boat event, with "service quality perception" considered as participants' subjective judgment of service and event quality. Meanwhile, "satisfaction" is defined as participants' level ofcontentment with the services provided by the organizers, and"behavioral intention" indicates participants' willingness to participate again or recommend the event to others. The findings reveal that the City Cup International Dragon Boat Championship positively impacts participants' perceptions of service quality. Participants generally regard the event's preparation and execution as highly professional and dedicated, giving positive feedback on the arrangements and services during the competition. Moreover, participants also show a high level of overallsatisfaction, positively evaluating the event's excitement, organizational efficiency, and their experience. Regarding behavioral intentions, the study finds that participants are more likely to participate in similar events in the future and are willing to recommend such activities to others. Overall, the City Cup International Dragon Boat Championship plays a crucial role in enhancing participants' perceptions of service quality, increasing their satisfaction, and strengthening their intentions to participate in future events. Through this event, participants' overall evaluation of the activity significantly improves, reflecting in their positive perceptions of service quality, high satisfaction with the event, and strong intentions to participate again. These findings help to deeply understand the impact of dragon boat events in promoting sports exchanges, advancing urban sports development, and enhancing participant satisfaction, providing valuable insights for the planning and execution of similar events in the future.