Publication:

民俗運動賽會參與者之動機、滿意度與再遊意願之研究∼以嘉義縣龍舟競賽為例

本研究旨在探討民俗運動賽會參與者之動機、滿意度與再遊意願之差異與相關情形。本研究以2009嘉義縣龍舟競賽活動之參與遊客為研究對象，採便利抽樣法進行問卷調查，共發出500份問卷，回收有效問卷455份，回收率達91％，根據實際調查所得的資料，以描述性統計（次數分配百分比、平均數、標準差）、單因子多變量變異數分析、雪費（Scheffe）事後比較、徑路分析、典型相關分析等統計方法進行資料分析，經過分析結果獲得以下結論：

一、不同年齡、教育程度、職業、收入之參與者在動機方面有顯著差異。

二、不同年齡、職業、收入之參與者在滿意度有顯著差異。

三、不同教育程度、職業之參與者在再遊意願有顯著差異。

四、動機對滿意度具有正向之影響；動機對再遊意願具有正向之影響；滿意度對再遊意願具有正向之影響。

五、動機、滿意度與再遊意願之間有典型相關存在。

The purpose of the study was to investigate the differences and relationships among the Folk Sport Event Participants'motivation, satisfaction and revisit intention. This study selected the participating visitors of the 2009 Dragon Boat Festival of Chiayi County. The data analyzed in this research were acquired by questionnaires. Out of the 500 questionnaires distributed, 455 valid copies were collected, reaching to the rate of 91%. Descriptive statistics including frequency distribution percentage, mean and standard deviation, one-way MANOVA, scheffe's methods, path analysis and canonical correlation were utilized to analyze the data. The results were as follows.

1. There were significant differences in participants'motivation of the different age, education, job, income.

2. There were significant differences in participants'satisfaction of the different age, job, income.

3. There were significant differences in participants'revisit intention of the different education, job.

4. Motivation has positive effect on satisfaction, motivation has positive effect on revisit intention, satisfaction has positive effect on revisit intention.

5. There were canonical correlation in motivation, satisfaction and revisit intention.