Study on the Influence of Quality Experience on Behavioral Intentions of Heavy Sailing Participants

• Main Authors: KAO,CHUN-WEI, 高君瑋
• Other Authors: CHEN,CHENG-KUO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3vq9js

碩士 === 國立澎湖科技大學 === 觀光休閒系碩士班 === 107 === The government has actively opened up and promoted sailing activities, and the industry has also developed a variety of experience tours. However, in the process of experience, participants only pay attention to the planning of the tour. The quality of experience is also a part of the participants' attention in the experience. The feelings of the planning and experience quality of these tours will further influence the follow-up behavior intention of the participants. Therefore, this study aims to explore the relationship between the quality of life, attitudes, subjective norms, perceived behavioral control and behavioral intentions of sailing participants. This study uses a method of sampling, using a structured questionnaire to issue questionnaires, and distributed a total of 230 questionnaires. The number of valid questionnaires was 203, and the data was analyzed and analyzed by statistical software. The results showed that: 1. The participants in the sailing activities were mostly student groups; 2. The different participants of the sailing activities were spent on experience quality and perceived behavior control. There are differences in behavioral intentions; 3. Different experience places of sailing participants have different attitudes, subjective norms, and perceived behavioral control; 4. Sailing participants have experienced relevant quality control and perceived behavior control. There are differences in behavioral intentions; 5. The quality of experience of participants in sailing activities has a positive impact on behavioral intentions; 6. The quality of experience of participants in sailing activities will have a positive impact on behavioral intentions through attitudes, subjective norms, and perceptual behavioral control. Finally, based on the research results, the conclusions and follow-up research suggestions are provided and provided to the sailing operators to improve the quality of the sailing experience, and the sailing activities can develop more rapidly in Taiwan.