本研究旨在探討水里玩水嘉年華對觀光客之背景變項在運動觀光吸引力、運動觀光參與動機、運動觀光參與滿意度、運動觀光參與忠誠度差異情形。以參加2007年水里玩水嘉年華上活動運動觀光客爲對象，有效問卷356份，回收率89.0%，經統計分析研究發現：一、北部地區觀光客之參與動機與滿意度顯著高於中部地區的觀光客。南部地區運動觀光忠誠度顯著高於中部地區。參加套裝旅遊方案之參與動機、滿意度顯著高於沒有參加套裝旅遊方案。二、參與者之運動觀光參與動機、運動觀光參與忠誠度、運動觀光參與滿意度對運動觀光吸引力之預測力分析，此方程式之F值爲129.9(p<.05)，其R2爲52.3%，表示此方程式能有效解釋參與者的參與動機之解釋變異量爲52.3%。其中以運動觀光忠誠度的解釋力最高，有51.2%之解釋變異量。三、參與者對本次水里嘉年華水上活動對本地的重要程度看法有不同，從百分比可知以認爲「很重要」的人數比例最高(28.6%)。從分析中亦可知認爲不重要到完全不重要的人數僅25位佔7.02%，所以參與者是認爲此活動對當地是有幫助。以上結果提供水里主辦單位及未來相當研究參考。

This study was investigated the participation behavior model of sport tourists on the Shu-Li Lake Activity. 356 subjects were invited to fill out the questionnaires for testing the structural relationships among variables of the participants' exercise experience, watching sports programs experience, the attractive of sport tourism, participation motivation, satisfaction, and participation loyalty. The results were showed: 1.Male's sport tourist satisfaction, loyalty, appeal significantly higher than female. The participation motive and satisfaction of the tourist of northern territory are higher than the tourist in the middle part apparently. 2. The movement tour loyalty in the southern areas is higher than the middle part apparently. Participation motive, satisfaction of participating in the travel group higher than no participating in the travel group. 3. sport of participate motivation, loyalty, satisfaction analyze to sport prediction strength, F value was 129.9 (p< 05) and R2 was 52.3%, and it showed this equation preface can explain participation explanation of motive of participant make a variation quantity 52.3% effectively. Among it is the highest with the explanation strength of the loyalty, there is 51.2% making a variation amount of explanation. 3. There was a significant with sport tourist participant, 28.6% of all reported most important, but 7.02% displayed didn't. This result can provide some reference to improve sponsor in the future.