A study of Participative Sport Tourists’ Behavior Model in Taroko Gorge Marathon

• Main Authors: Yu-Ching Su, 蘇郁卿
• Other Authors: Su-shiang Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/90944654191844098602

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 101 === This study proposed to construct a participative behavior model for sport tourists. This model took into consideration sport tourism attraction, sport event image, participative motivation, participative satisfaction and loyalty. This study made use of judgment sampling selecting research target from 2012 Taroko Gorge Marathon. In total, a set of 446 questionnaires were sent, of which 363 valid questionnaires responded, so the effective response rate is 81.3%. The collected data were analyzed by descriptive statistics, confirmatory factor analysis and structure equation model. Some results are concluded from the statistics analysis. First, the participative behavior model constructed in this study fitted well in the sense of statistics. Second, there existed a direct positive relationship between sport tourism attraction and sport event image for participative motivation of sports tourists. Third, participative motivation and participative satisfaction imposed a direct positive effect on the loyalty of sports tourists. In conclusion, the sport tourism attraction and sport event image made a positive influence on participative motivation of sport tourists, and enhanced the willingness to recommend and repeat participation of sport event. Based on the above results, this study provided some suggestion for the practices and some research directions for the organizers of sport event planning in the future.