本研究旨在驗證富邦臺北馬拉松活動運動觀光滿意模式。以2011年12月18日實際參與路跑之運動觀光客488名為研究對象，透過「富邦臺北馬拉松活動運動觀光客滿意模式問卷」進行調查，以結構方程模式進行資料分析。整體模式適配度與內在結構適配度指標多數符合統計標準，有部分構面未達標準，其中運動觀光期望構面，在變項平均抽取量未符合評鑑標準，連帶影響後續結構路徑係數。而從模式路徑分析可知，接受活動形象對於運動觀光期望、忠誠度；運動觀光期望對於知覺服務品質、知覺價值；知覺服務品質對於知覺價值、滿意度；知覺價值對於滿意度；滿意度對於忠誠度等有正向影響關係之假設；拒絕活動形象對於滿意度以及運動觀光期望對於滿意度有正向關係之假設。運動觀光產業有其產業的屬性與特殊性，運動觀光客的期望與實際滿意有所落差，建議未來研究可針對運動觀光期望與產業的特性建構或修正運動觀光滿意評估指標內涵。整體模式的路徑分析顯示活動形象會產生高度期望，在參與過程所感受到無論是有形的產品或無形的服務與期望相吻合時，相對的影響參與者對整體活動的參與感與價值感，同時會正向影響滿意度，進而提升忠誠度。

This paper presents the sports tourism satisfaction index model for the Fubon Taipei Marathon. The research was conducted on December 18, 2011 using the sports tourists’ satisfaction questionnaire as an index model for the Fubon Taipei Marathon. A total of 488 participants were included. A structural equation model was used to test the satisfaction index model. The results showed that most of the fit indices of the overall model and internal structure corresponded to the standards for statistics. However, the average variance extracted from the sports tourism expectation construct did not correspond to statistical criteria, thus decreasing the path coefficient of the construct. Based on path analysis, we confirmed the hypotheses of the positive correlations of “activity image” with “expectation” and “loyalty,” of “expectation” with “perceived service quality” and “perceived values,” of “perceived service quality” with “perceived values” and “satisfaction,” of “perceived value” with “satisfaction,” and of “satisfaction” with “loyalty.” However, we rejected the hypotheses of the positive correlation of “activity image” and “expectation” with “satisfaction.” In conclusion, the sports tourism industry exhibits unique results when there is a difference between expectation and satisfaction. We suggest that the model used in this study be further modified to account for the expectations and uniqueness of the sports tourism industry. The overall model demonstrated that activity image could generate high expectations for the quality of products and services. When expectation matches perceived value, the sense of participation and perceived value increase accordingly, and satisfaction and loyalty improve.