運動賽會觀賞者觀光意象及滿意度之相關研究--以2009世界運動會為例

Abstract

本研究旨在探討2009世界運動會賽會觀賞者之人口統計變項、觀光意象及滿意度之現況，進而瞭解不同背景變項之賽會觀賞者在觀光意象及滿意度的差異情形，並探究觀光意象與滿意度之間的相關程度。研究者於2009年7月16日至7月26日世界運動會比賽期間，以現場觀賞2009世界運動會之民眾（扣除高雄市居民）為研究對象，透過「運動賽會觀賞者觀光意象及滿意度調查問卷」進行調查，共計發放600份問卷，回收578份有效問卷。回收問卷經描述統計、單因子變異數分析、典型相關分析進行統計資料分析，所得研究結論如下： 一、 2009世界運動會觀賞者，在扣除高雄市居民後，主要吸引居住於北部的年輕學生族群，其花費能力較低，並且必須倚賴大眾交通運輸工具做為觀光之交通工具。觀賞者對於觀光意象及滿意度的感受皆為「普通」到「同意」之間，民眾感受尚可，但皆有其進步空間。 二、年齡、職業、居住地、同行人數、夥伴關係及平均每人一日花費會影響賽會觀賞者之觀光意象感受；年齡、職業、夥伴關係、及搭乘不同大眾交通工具會影響賽會觀賞者之滿意度感受。 三、 2009世界運動會觀賞者之觀光意象與滿意度存在正向影響關係。意即賽會觀賞者在遊憩氣氛、生活機能、遊憩吸引、遊憩環境以及賽會活動等觀光意象感受越深刻時，其在滿意度之環境品質、服務體驗及設施提供的滿意程度也會越高。 基此，本研究建議高雄市未來舉辦大型運動賽會時，需考量參與民眾之需求，並且提供賽會相關活動，搭配觀光套裝行程，提升民眾對高雄市的觀光意象及滿意度。The purpose of the study was to reveal the demographics, tourism image and satisfaction of participants in The World Games 2009, from 16 to 26 July. The study also examined the discrepancy and relation between tourism image and satisfaction in sport event’s participants of different backgrounds. The subjects of the study were the participants of The World Games 2009, excluding the local residents in Kaohsiung City. A self-developed questionnaire “Questionnaire of the sport event’s participants’ tourism image and satisfaction” was used as the research instrument. According to the data collected from the questionnaire, descriptive statistics, one-way ANOVA and canonical correlation analysis were performed for data analysis. The results were derived as following: 1.The main group of participants were students, who live in the north Taiwan, spend less money in the tourism, and usually take the public transportation to go to the games. The score of tourism image and satisfaction were only slightly above average in this study. 2.The age, occupation, local residence, number of company, partnership and spend per day would affect how participants evaluate tourism image. The age, occupation, partnership and transportation taken would affect how participants evaluate satisfaction. 3.There was a significant relationship between tourism image and satisfaction of participants in The World Games 2009. Thus, as the recreation ambience, living function, recreation attraction, recreational environment and sport activities improve the participants’ satisfaction environment quality, service experience and provide facilities increases. Furthermore, tourism image had a positive effect to the satisfaction. According to the results, the researcher suggests that it is necessary to take participants’ demand into consideration when Kaohsiung holds the sport events and to develop tour in package in order to improve participants’ tourism image and satisfaction.