觀光休閒產業是二十一世紀最具商機的無煙囪產業。世界觀光組織指出，國際旅遊市場中挑戰性與運動性的活動，被認為是觀光產業中最具成長性的(高俊雄，2003) 。本研究之目的在瞭解國內運動觀光潛水假期參與者的社經地位及其基本資料，並探討不同人口統計變項、參與行為在參與動機、期望及滿意度差異情形，藉以分析現有潛水假期市場消費者的特徵。本研究以在墾丁、綠島、東北角潛點之潛水客為研究對象，採取問卷調查作為資料收集方法，發放問卷400份，回收有效問卷364份。經因素分析，運動觀光參與動機因素分為「健康促進」、「提昇專業技能」、「社交動機」、「自我實現」，期望因素分為「行程規劃」「專業能力」，滿意度因素分為「整體服務品質」、「心靈體驗」。採單因子多變量變異數分析、Scheffe事後多重比較分析、相關分析、多元迴歸分析法等資料處理方法，所得結論與發現為：1、男性參與者在「專業技能」參與動機，以及「整體服務品質」參與滿意度有較相當程度的需求；2、不同潛水資歷在「心靈體驗」滿意度有顯著差異；3、在「專業技能」參與動機，高頻率較低頻率參與者有顯著差異；4、不同參與天數偏好在「健康促進」及「社交動機」參與動機有顯著差異；5、潛水假期參與者強調「參與動機」或具有較高的參與動機取向特質時，則容易體驗到「滿意度」的潛水假期樂趣。
　　針對研究結果做出建議，潛水及旅遊相關產業可依據運動假期參與者參與行為特徵進行市場調查做出市場區隔，選定目標市場，作好產業或公司市場定位，結合台灣各地的潛水觀光資源進而規劃相關套裝行程行銷。

　　Tourism leisure industry is the chimneyless industry with the most business opportunities in the 21 century. World Tourism Organization indicated that it’s challenging and campaign in the international tour market, and thought that is the industry that grows most. The purpose of the research is to understand social position and basic information of participants of domestic sports tourism during scuba diving holidays, and confer the variation of different population statistics, and participating behavior among participation motive, anticipation and satisfaction, so as to analyze consumer’s characteristics in current diving vacation market.
　　The research surveyed divers in Kenting, Green Island and Northeast cape for collecting information. 400 surveys were sent out and 364 valid surveys were retrieved. Through analysis of factors, campaign tourism participation motivation factors can be divided into health improvement, professional skill enhancement, social intercourse motive and self-achievement; expectation factors can be divided into journey planning and specialized ability; satisfaction level can be divided into quality of the whole service and spiritual experience. Through data processing, such as one-way ANOVA , Scheffe Post-Hoc, related analysis, diverse regression analysis and etc., the conclusion and discoveries are:
1.Male participants have a high demand on participation motivation of enhancing professional skill and participation satisfaction of the quality of the whole service.
2.Different diving experiences have remarkable differences of satisfaction level of spiritual experience.
3.There is a remarkable difference between high frequency and low frequency participants in participation motivation of enhancing professional skills.
4.Different participating days show remarkable differences in health improvement and social intercourse motive;
5.Diving vacation participators emphasized that it’s easy to experience the satisfaction level of enjoyment of diving vacation when they have higher participation motivation or participation motivation characteristics.
Several suggestions were made in accordance with the research results: diving and related tourism industries can proceed with market separation, target markets selection, and assure their industry or company market orientation. They could also combine all diving tourism resources in Taiwan and plan related journey packages based on the market survey analyzing participants’ behavior characteristics.