Publication:

運動觀光參與者之賽會形象、目的地意象、賽會滿意度與行為意圖之關係研究-以2012高雄國際馬拉松為例

本研究之目的旨在建立一個運動觀光與賽會管理之跨領域實徵模式，藉以檢驗賽會形象、目的地意象、賽會滿意度與行為意圖等變項間之潛在關係。研究對象為2012高雄國際馬拉松的參賽者，研究工具係包含「賽會形象量表」、「目的地意象量表」、「賽會滿意度量表」以及「行為意圖量表」，問卷於2012年2月5日高雄國際馬拉松路跑賽之終點站(高雄國家體育場)進行現場發放及回收(共發出450份，回收有效問卷401份，有效問卷回收率為89%)。所得資料經結構方程模式分析結果顯示：(一)運動觀光參與行為整體模式適配度佳(χ²/ df =6.68、SRMR=.05、RMSEA=.12、GFI=.94、 CFI=.94、TLI(NNFI)=.90、PGFI=.42、PNFI=.53)；(二)賽會形象對於賽會滿意度具有顯著的正向影響(γ11=.95, p< .05)；(三)賽會滿意度對於行為意圖具有顯著的正向影響(β31=.64, p< .05)；(四)賽會形象對於目的地意象具有顯著的正向影響(γ21=.74, p< .05)；(五)目的地意象對於行為意圖具有顯著的正向影響(β32=.30, p< .05)。根據結果，建議運動賽會管理者宜針對賽會的功能性和經驗性上擬定策略(如:透過參賽以增加認同感)，並透過人員的培訓提供良好的服務品質，且增設宣傳管道及做好賽程的安排與動線的規劃，藉以提升賽會參與之意願。另在觀光旅遊層面上，建議觀光旅遊單位可以改善高雄的旅遊環境和加強目的地的吸引力，以增加城市旅遊之意願。

The purpose of this study was to examine the relationships among event image, destination image, event satisfaction and behavioral intention by merging the fields of sport tourism and event management. The participants of the study were the runners of the 2012 Kaohsiung International Marathon. The instrument was comprised of four sport or tourism related scales, involving event image, destination image, event satisfaction and behavioral intention. The questionnaires were distributed on February 5th, 2012 at the final destination point of the marathon (the Kaohsiung National Stadium). A total of 450 questionnaires were distributed and 401 effective questionnaires were returned with an effective response rate of 84 percent. The collected data were analyzed using Structural Equation Modeling. The results revealed that: (1) the hypothesized model fit the data appropriately (χ²/df =6.68, SRMR=.05, RMSEA=.12, GFI=.94, CFI=.94, TLI(NNFI)=.90, PGFI=.42, PNFI=.53); (2) event image was found to be positively related to event satisfaction (γ11=.95, p< .05); (3) event satisfaction was found to be positively related to behavioral intention (β31=.64, p< .05); (4) event image was found to be positively related to destination image (γ21=.74, p< .05); (5) destination image was found to be positively related to behavioral intention (β32=.30, p< .05). Based on the results, the researcher suggested event manager can develop managerial strategies in order to enhance the event’s various function areas as well as runners’ event experience (e.g., enhancing the sense of identification through event participation), increase the level of service quality through personnel training, set up effective information channels, and more properly arrange the event logistics and race course in order to encourage participation in the future event. In addition, tourism promoters can improve the tourism quality of the event hosting city and strengthen the destination attraction in Kaohsiung so as to enhance runners’ intention to revisit Kaoshuang.