Publication:

運動觀光客參與動機、服務品質及滿意度之研究-以2008年萬人泳渡日月潭為例

本研究旨在探討2008年萬人泳渡日月潭活動，運動觀光客之參與動機、服務品質知覺及滿意度的關係。研究工具以自編「日月潭泳渡活動參與者的動機、服務品質和滿意度問卷」進行資料蒐集，共發出500份問卷，有效問卷為464份，有效問卷率為92.8%。本研究採用套裝軟體SPSS12.0為分析工具，經描述性統計結果顯示：運動觀光客的參與動機因素分別為人際關係與體驗、自我挑戰、健康知性及逃脫放鬆，其中以自我挑戰因素的平均分數為最高。因素分析萃取服務品質知覺因素分別互動品質、成果品質、環境品質、活動品質及資訊便利品質。另外，透過路徑分析發現，參與動機僅有自我挑戰因素對滿意度沒有顯著影響；服務品質知覺的全部因素對滿意度皆有正向顯著影響；整體活動滿意度對再次參加意願正向顯著影響，顯示對此次泳渡活動的整體滿意度越高，則再次參加活動的意願越高。

The purposes of this study was to explore the relationship among motivates, service quality and satisfaction for participators join in 2008 Swimming Event of Sun Moon Lake. Questionnaire was adopted in this study, which consisted of “motivations, service quality, satisfaction of participators for swimming event of sun moon lake”, to collect data. An on-site sampling was conducted and 500 people were asked to fill out a questionnaire, 398 complete replies were received, resulting in a response rate of 92.8%. Based on SPSS12.0 software, description statistics results that the heavy weights of motivation for sport tourists were ordered as follows: relatives, challenge, knowledge, and escape. Factor analysis was used to extract the dimensions of service quality including interaction quality, outcome quality, environment quality, and information quality. Furthermore, in according to path analysis, the relationship between visitors’ motivations and satisfaction was statistic significant except challenge factor. All of service quality factors revealed a positive effect to satisfaction, significantly. For all of satisfaction factors affected the re-join willingness of visitors’, which means that the higher satisfaction for participators the more possibility they will re-join again.