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題名:驗證參與型運動觀光客賽會目的地意象、地方依附、與行為意圖之線性關係—新北市萬金石馬拉松之實證分析
作者:黃政紘
作者(外文):HUANG, CHENG-HUNG
校院名稱:國立雲林科技大學
系所名稱:會計系
指導教授:蘇維杉
學位類別:博士
出版日期:2018
主題關鍵詞:吸引力旅遊體驗品質目的地氣氛賽會特徵地方依賴地方認同attractionsquality of tourism experiencedestination atmosphereevent characteristicsplace dependenceplace identity
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愈來愈多運動觀光客參與競技性的運動遊憩,定期小型運動賽會可以是一種展現目的地屬性與當地文化的活動,並成為提升目的地觀光旅遊的關鍵驅力,在賽會目的地之觀光發展中扮演著重要的角色。本研究使用融合了賽會和目的地意象的衡量工具,探討與參與型運動觀光客的地方依附以及行為意圖之間的連結關係,並釐清地方依附內在構面前後影響之關連性。在回顧相關文獻後,採自編式問卷進行調查,並透過預試受訪者的建議與項目分析結果,進行研究工具的發展。本研究於2018年3月18日新北市萬金石馬拉松賽會現場發放500份問卷,共計472份有效樣本。透過SPSS 19.0探討人口統計變數的分布情形,並以AMOS 19.0進行驗證性因素分析及結構方程模式的實證研究,使用最大概似估計法評估本研究模式中各組變項間的關係。根據實證分析結果顯示,賽會目的地意象中旅遊體驗品質、目的地氣氛和賽會特徵顯著正向的直接影響地方依賴;吸引力顯著正向的直接影響地方認同。此外,目的地氣氛和賽會特徵顯著正向的直接影響行為意圖。而地方依賴及地方認同顯著正向的直接影響行為意圖;且發現地方依賴及地方認同具有順序性,地方依賴顯著正向的直接影響地方認同。最後,本研究討論了運動賽會和目的地旅遊行為的影響,並將賽會目的地意象與地方依附的概念完善運用於賽會目的地旅遊市場,並提供目的地行銷人員實質的建議,以供相關決策參考。
An increasing number of tourists are participating in competitive sports, assessing the destination attributes and local culture as well as enhancing considerable power to destination competitiveness of tourism, Small-scale recurring sport events plays a prominent role in the tourism destination. This study used a measurement tool that incorporated event image and destination image to examine their relationship among place attachment and behavioral intentions of active sport tourists. Also clarified the order relationships forms of the internal dimensions of place attachment. Research instrument was developed by using literature review, item analysis of pilot study. On March 18, 2018, questionnaires were distributed at the New Taipei City Wan Jin Shi Marathon. This study issued altogether 500 questionnaires, there were 472 valid questionnaires. Descriptive statistics were analyzed using SPSS 19.0 and analyzed using confirmatory factor analysis (CFA) and structural equation modeling by the maximum likelihood estimation to examine the structural relationships through Amos 19.0. Analytical results indicated that quality of tourism experience, destination atmosphere, and event characteristics positively and significantly affected place dependence. Attractions positively and significantly affected place identity. destination atmosphere, and event characteristics positively and significantly affected behavioral intentions. Place dependence and place identity dimension positively and significantly behavioral intentions. It is also found that place dependence and place identity were sequential . place dependence positively and significantly affected place identity. This study discussed the effects of sports events and destination travel behavior, fully applying the concept of place attachment and destination image for sport events to the tourism market for sports event destinations. This provides destination marketing agents with key suggestions for related decision making.
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