2004年宜蘭盃國際名校划船邀請動觀光吸引力、服務妥善性與忠誠度之研究

Abstract

本研究旨在探討宜蘭盃國際名校划船邀請賽之運動觀光吸引力、服務妥善性與觀光客忠誠度之情形，研究者以前往觀賞2004年宜蘭盃名校划船賽之觀光客318名為研究對象，透過「運動觀光吸引力、服務妥善性與忠誠度問卷」進行調查。所得資料以單因子變異數分析、皮爾遜積差相關、多元逐步迴歸等進行分析，研究結論如下： 一、2004年宜蘭盃名校划船賽具有一定程度的運動觀光吸引力；其服務妥善性亦能使運動觀光客感到完善與妥適 二、受測者反映前往觀賞原因確實會受到2004年宜蘭盃名校划船賽會活動所散發出來的吸引力所影響。而受測者認為賽會週邊的服務妥善性相關配合條件越完善，越能使運動觀光客無憂無慮的前往觀賞比賽。 三、2004年宜蘭盃名校划船賽運動觀光吸引力與服務妥善性間具有一定程度之相關性，且服務妥善性越高對於運動觀光吸引力有正面提升之效果。 四、『賽會活動規劃及時程』與『互補性休閒遊憩』對於忠誠度具有良好的預測力，未來針對提升運動觀光客之忠誠度可朝此方向進行規劃。 基於以上發現，建議未來主辦單位應強化產品規劃，滿足觀光客之需求；建構觀光客特性資料，設定目標對象進行完善市場區隔；提高規劃整合策略，帶動觀光產業發展；並朝向深植運動觀光的基礎內涵，建立相關的環境。而針對未來之研究可以臺灣地區大型運動賽會為主題，進行運動觀光之研究；並可併以深度訪談，以質、量並重的方式進行；且將研究對象擴大至選手、教練、工作人員、外籍觀光客等。The purpose of the study was to reveal the relations among sporting tourism attraction, appropriate service, and tourists’ loyalty on international College Invitational Regatta. The researcher took 318 tourists who appreciated 2004 I-Lan International College Invitational Regatta as the research subject through the questionnaire of sporting tourism attraction, appropriate service, and tourists’ loyalty. According to the data collected from the questionnaire, one-way ANOVA, simple correlation analysis, and stepwise multiple regression analysis were used to analyze the data. The results were derived as following: 1. 2004 I-Lan International College Invitational Regatta had a certain degree of sporting tourism attraction. The tourists also felt content and satisfied with the appropriate service provided in this event. 2. The survey takers indicated that their decision of participating the event was affected by the attraction of 2004 I-Lan International College Invitational Regatta. The better the related services provided in this event, the more tourists enjoyed the game. 3. There was a certain degree of relationship between sporting tourism attraction and appropriate service on 2004 I-Lan International College Invitational Regatta. The appropriateness of service had a positive effect to the attraction of sporting tourism. 4. Both “event arrangement’ and ‘reciprocal leisure’ were good predictors for tourists loyalty, which could be taken into consideration in the future in order to enhance tourist loyalty. Based on the results, the suggestions for the future sponsors includes: (1) strengthen the event arrangement to satisfy the needs of the tourists; (2) collect the data of tourist characteristics in order to identify different target population and separate the market perfectly; (3) improve the strategy of event arrangement and integration to promote the development of tourism industry; (4) establish an environment to promote sporting tourism. The researcher further suggests to take large sport events held in Taiwan as topics for the future sporting tourism research through profound interviews and to extend the research subjects to contestants, coaches, staff members, foreign tourists, etc.