研究生: |
鄭芳宜 Cheng, Fang-Yi |
---|---|
論文名稱: |
消費者對主題性路跑旅遊動機、選擇因素與購買意願之研究 The Study on Motivation, Selection Factors, and Purchasing Intention of the Road Running Tour Consumers |
指導教授: |
陳美燕
Chen, Mei-Yen |
口試委員: |
陳美燕
Chen, Mei-Yen 董益吾 Tung, I-Wu 黃寶元 Huang, Pao-Yuan |
口試日期: | 2024/07/22 |
學位類別: |
碩士 Master |
系所名稱: |
樂活產業高階經理人企業管理碩士在職專班 Executive Master of Business Administration Program in Lifestyles of Health and Sustainability |
論文出版年: | 2024 |
畢業學年度: | 113 |
語文別: | 中文 |
論文頁數: | 87 |
中文關鍵詞: | 迴歸分析 、差異性分析 、馬拉松 、消費行為 、運動觀光 |
英文關鍵詞: | sport tourism, consumer behavior, marathon, difference analysis, regression analysis |
研究方法: | 問卷調查 、 量化分析 |
DOI URL: | http://doi.org/10.6345/NTNU202401894 |
論文種類: | 學術論文 |
相關次數: | 點閱:48 下載:2 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
近年來,運動觀光逐漸成為旅遊市場中的一大亮點。其中,主題性路跑旅遊以獨特的運動體驗和觀光結合的模式,吸引大量運動愛好者和旅遊者,其不僅提供健康促進的機會,還結合文化、社交和探索等多方面的需求。本研究旨在探討消費者對主題性路跑旅遊的動機、選擇因素與購買意願間的關係,以期為相關業者提供市場策略依據。首先,本研究確定研究對象為曾參加主題性路跑旅遊的消費者,並設計問卷涵蓋人口統計變項、旅遊動機、選擇因素及購買意願。問卷發放後共回收有效樣本313份。接著,以描述性統計、獨立樣本t檢定、單因子變異數分析和迴歸分析等方法進行分析。分析結果顯示,研究參與者以男性、已婚者及大專院校畢業者為主要群體。婚姻狀況、教育程度和職業對消費者的旅遊動機和選擇因素有顯著影響。未婚和高中以下教育程度的消費者在學習體驗和社交互動上具有更強的動機,而服務業從業者更重視附加服務。健康促進、學習體驗、自由享樂、拓展社交、功能因素、情感因素、社會因素、新奇因素及附加因素均與購買意願顯著正相關。迴歸分析進一步指出,功能因素和附加因素對購買意願有顯著正向影響,自由享樂也是影響購買意願的重要因素。其他動機因素雖顯示與購買意願相關,但在迴歸分析中未達顯著水準,可能是因多重共線性或其他未考慮的控制變數影響。綜上所述,本研究為旅遊業者提供重要的市場策略依據。建議旅遊業者可強化產品的功能性設計、增加附加價值並提升自由享樂的體驗感,同時,針對不同消費者群體需求進行定制化推廣,將有助於提升其購買意願。未來研究可進一步探討價格敏感度及過去購買經驗等潛在變數對購買意願的影響,並優化模型以提高其解釋力。
In recent years, sports tourism has become prominent and attracted many enthusiasts, especially in thematic road running. This form combines sports with sightseeing, promoting health and fulfilling cultural and social needs. This study aims to examine the relationship in consumers' motivation, selection factors, and purchase intention in thematic road running tourism. The research involved 313 consumers who had participated in such tourism, using a questionnaire on demographics, motivation, selection factors, and purchase intention. Analysis showed participants were mainly male, married, and college-educated. Marital status, education level, and occupation significantly influenced motivation and selection factors. Unmarried and less-educated consumers had stronger motivation for learning and social interactions, while service industry employees valued additional services. Health promotion, learning, free enjoyment, social expansion, functional, emotional, social, novelty, and additional factors positively correlated with repurchase intention. Functional and additional factors significantly impacted repurchase intention, with free enjoyment also important. Other motivational factors were correlated but not significant in regression analysis. In summary, this study provides crucial market strategy insights for tourism practitioners. It is recommended that tourism operators enhance the functional design of their products, increase added value, and improve the experience of free enjoyment. Additionally, customizing promotions based on the needs of different consumer groups can help boost repurchase intention. Future research could further explore the impact of potential variables such as price sensitivity and past purchase experiences on repurchase intention, and optimize the model to increase its explanatory power.
呂勇德、黃嘉彥、蔡伯健 (2010)。郵輪遊客旅遊動機、滿意度與重遊意願之研究-以麗星郵輪天秤號為例。創新與經營管理學刊,1(1),15-31。https://doi.org/10.6270%2fJIBM.2010.1(1)15
巫喜瑞、梁榮達(2005)。餐飲服務業服務接觸要素對顧客反應之影響-劇場理論之觀點。顧客滿意學刊,1(2),183-216。https://doi.org/10.30066/JCS.200509.0006
李青松, & 劉德彥. (2011). 銀髮族參與旅遊動機與阻礙之回顧研究. 運動休閒餐旅研究, 6(2), 30-58.
李峻維 (2017)。影響路跑參與意願關鍵因素之研究 [未出版博士論文]。東吳大學。
林耕伃 (2023)。旅遊動機、目的地意象、旅遊滿意度與再訪意圖關係之研究-以臺灣旅客赴義大利旅遊為例 [未出版碩士論文]。國立臺灣師範大學。
施佩君, & 侯純純. (2019). 主題性路跑之活動設計分析. 2019 亞洲基礎造形聯合學會台中大會論文集, 289-297.
容繼業 (2000)。旅行業理論與實務 (第三版)。揚智。
曹勝雄、徐美婷 (2003)。主題旅遊者心理描述與選擇模式之研究。旅遊管理研究,3(1),23-41。http://nhuir.nhu.edu.tw/handle/987654321/6252
許勝程、徐永億、李世昌 (2017)。主題性路跑參與者目的地意象、體驗價值與重遊意願之研究。運動健康休閒學報,(8),102-117。https://auir.au.edu.tw/handle/987654321/5327
連央毅、湯雅琪、鄧碧雲 (2015)。主題性路跑參與者動機、涉入程度與滿意度之研究。休憩管理研究,2(1),13-34。https://www.airitilibrary.com/Article/Detail?DocID=P20151002001-201504-201510020001-201510020001-13-34
陳沛悌、林秉硯、陳甫鼎 (2018)。赴韓旅客對韓國熟悉度、目的地意象與影視旅遊動機之研究。行銷評論,15(4),463-486。https://www.airitilibrary.com/Article/Detail?DocID=18134483-201812-201905030009-201905030009-463-486
陳家成、吳錦錩、陳英傑,2015,〈旅行社推廣行銷活動以促進顧客之誠信、承諾、滿 意度關聯性之研究:消費者特性為情境因素〉。《朝陽商管評論》14(1): 25–53。
葉為谷、劉志鈺、張志青 (2012)。獨木舟運動觀光遊客特性與旅遊動機之研究。雲科大體育,(14),83-98。https://doi.org/10.6619/YKDTY.2012.14.13
劉照金 (2019)。運動觀光理論與實務 (2版)。華都文化。
劉照金, 張家銘, 劉一慧, & 黃靖淑. (2005). 不同類型運動觀光參與者的旅遊動機, 期望, 滿意度及其觀光特性之比較研究. 運動休閒管理學報, 2(2), 24-36.
賴彥銘, 林珮珺, & 孫雅彥. (2015). 應用消費價值理論探討旅客選擇郵輪旅遊之因素 (Doctoral dissertation, National Cheng Kung University Department of Transportation & Communication Management Science).
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Andereck, K. L., & Nyaupane, G. P. (2011). Exploring the nature of tourism and quality of life perceptions among residents. Journal of Travel research, 50(3), 248-260.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Beardsworth, A., & Bryman, A. (1999). Late modernity and the dynamics of quasification: the case of the themed restaurant. The Sociological Review, 47(2), 228-257.
Bowen, H. E., & Daniels, M. J. (2005). Does the music matter? Motivations for attending a music festival. Event Management, 9(3), 155-164.
Carr, N. (2002). The tourism–leisure behavioural continuum. Annals of Tourism Research, 29(4), 972-986.
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Cohen, E. (1979). A phenomenology of tourist experiences. Sociology, 13(2), 179-201. https://doi.org/10.1177/003803857901300203
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
da Costa, F. C. X., & Scaletsky, C. C. (2013). Road Running as a Designed Experience. Design Philosophy Papers, 11(1), 51-63. https://doi.org/10.2752/089279313X13968799816119
Dann, G. M. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187-219. https://doi.org/10.1016/0160-7383(81)90082-7
Dellaert, B. G., Arentze, T. A., Bierlaire, M., Borgers, A. W., & Timmermans, H. J. (1998). Investigating consumers’ tendency to combine multiple shopping purposes and destinations. Journal of Marketing Research, 35(2), 177-188. https://doi.org/10.1177/002224379803500204
Douglas, N., Douglas, N., & Derrett, R. (2001). Special interest tourism. John Wiley & Sons.
Dwyer, L., & Forsyth, P. (1997). Measuring the Benefits and Yield from Foreign Tourism. International Journal of Social Economics, 24(1), 223-236. https://doi.org/10.1108/03068299710161232
Eugenio-Martin, J. L. (2003). Modelling determinants of tourism demand as a five-stage process: A discrete choice methodological approach. Tourism and Hospitality Research, 4(4), 341-354. https://doi.org/10.1177/146735840300400407
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media impact on holiday travel planning: The case of the Russian and the FSU markets. International Journal of Online Marketing, 1(4), 1-19.
Gammon, S., & Robinson, T. (2003). Sport and Tourism: A Conceptual Framework. Journal of Sport & Tourism, 8(1), 21-26. https://doi.org/10.1080/14775080306236
Gärling, T., Gillholm, R., & Gärling, A. (1998). Reintroducing attitude theory in travel behavior research: The validity of an interactive interview procedure to predict car use. Transportation, 25, 129-146. https://doi.org/10.1023/A:1005004311776
Getz, D., & McConnell, A. (2011). Serious sport tourism and event travel careers. Journal of Sport Management, 25(4), 326-338. https://doi.org/10.1123/jsm.25.4.326
Getz, D., & Page, S. J. (2016). Progress and Prospects for Event Tourism Research. Tourism Management, 52, 593-631.
Gibson, H. J. (1998). Sport tourism: a critical analysis of research. Sport Management Review, 1(1), 45-76. https://doi.org/10.1016/S1441-3523(98)70099-3
Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321. https://doi.org/10.1016/S0160-7383(99)00067-5
Green, B. C., & Jones, I. (2005). Serious leisure, social identity and sport tourism. Sport in Society, 8(2), 164-181. https://doi.org/10.1080/174304305001102010
Hall, C. M. (1992). Adventure, sport and health tourism. Belhaven Press.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
Hsu, C. H., Kang, S. K., & Lam, T. (2006). Reference group influences among Chinese travelers. Journal of Travel Research, 44(4), 474-484.
Iso-Ahola, S. E. (1982). Towards a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262.
Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960. https://doi.org/10.1108/APJML-02-2019-0101
Kaplanidou, K., & Gibson, H. (2010). Predicting Behavioral Intentions of Active Event Sport Tourists: The Case of a Small-scale Recurring Sports Event. Journal of Sport & Tourism, 15(2), 163-179.
Kim, S. S., Noh, J., & Jogaratnam, G. (2007). Multi-destination segmentation based on push and pull motives: Pleasure trips of students at a US university. Journal of Travel & Tourism Marketing, 21(2-3), 19-32.
Kotler, P. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller.
Kurtzman, J., & Zauhar, J. (2003). A Wave in Time - The Sports Tourism Phenomena. Journal of Sport & Tourism, 8(1), 35-47. https://doi.org/10.1080/14775080306239
Lam, T., & Hsu, C. H. (2004). Theory of planned behavior: Potential travelers from China. Journal of Hospitality & Tourism Research, 28(4), 463-482.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
Mo, C. M., Howard, D. R., & Havitz, M. E. (1993). Testing an international tourist role typology. Annals of Tourism Research, 20(2), 319-335. https://doi.org/10.1016/0160-7383(93)90058-B
Novelli, M. (2005). Niche tourism: Contemporary issues, trends and cases. Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Pearce, P. L. (1988). The Ulysses Factor: Evaluating Visitors in Tourist Settings. Springer-Verlag.
Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of travel research, 42(4), 397-407.
Pigeassou, C. (2004). Contribution to the definition of sport tourism. Journal of Sport & Tourism, 9(3), 287-289. https://doi.org/10.1080/1477508042000320205
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review Press.
Pizam, A., & Sussmann, S. (1995). Does nationality affect tourist behavior?. Annals of tourism research, 22(4), 901-917.
Plog, S. C. (2001). Why destination areas rise and fall in popularity. Cornell Hotel and Restaurant Administration Quarterly, 42(3), 13-24.
Poon, A. (1993). Tourism, technology, and competitive strategies. Oxford Univ Pr.
Qiu, Y., Tian, H., Zhou, W., Lin, Y., & Gao, J. (2020). ‘Why do people commit to long distance running’: serious leisure qualities and leisure motivation of marathon runners. Sport in Society, 23(7), 1256–1272. https://doi.org/10.1080/17430437.2020.1720655
Quintal, V. A., Lee, J. A., & Soutar, G. N. (2010). Risk, uncertainty and the theory of planned behavior: A tourism example. Tourism Management, 31(6), 797-805.
Richards, G. (1996). Cultural Tourism in Europe. CABI Publishing.
Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism management, 27(6), 1209-1223.
Romiti, A., & Sarti, D. (2016). Service quality experience and customers’ behavioural intentions in active sport tourism. Modern Economy, 7(12), 1361-1384. https://doi.org/10.4236/me.2016.712127
Ryan, C. (1991). Recreational tourism: A social science perspective. Routledge.
Shonk, D. J., & Chelladurai, P. (2009). Model of service quality in event sport tourism: Development of a scale. International Journal of Sport Management and Marketing, 6(3), 292-307. https://doi.org/10.1504/IJSMM.2009.02909
Smith, S. L. (1994). The tourism product. Annals of Tourism Research, 21(3), 582-595. https://doi.org/10.1016/0160-7383(94)90121-X
Smith, S. L., & Xiao, H. (2008). Culinary tourism supply chains: A preliminary examination. Journal of travel research, 46(3), 289-299.
Sparks, B., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323.
Stebbins, R. A. (1982). Serious leisure: A conceptual statement. Pacific Sociological Review, 25(2), 251-272. https://doi.org/10.2307/1388726
Swarbrooke, J., & Horner, S. (1999). Consumer Behaviour in Tourism (2nd ed.). Routledge. https://doi.org/10.4324/9780080466958
Swarbrooke, J., & Horner, S. (2007). Consumer behaviour in tourism. Routledge.
Thwaites, D., & Chadwick, S. (2005). Service Quality Perspectives in Sport Tourism. Sport in Society, 8(2), 321-337. https://doi.org/10.1080/17430430500087781
Trauer, B. (2006). Conceptualizing special interest tourism—frameworks for analysis. Tourism Management, 27(2), 183-200.
United Nations World Tourism Organization (2020). UNWTO Tourism Definitions. Author. https://doi.org/10.18111/9789284420858
Weaver, D. (2001). Ecotourism. John Wiley & Sons.
Weaver, D. (2006). Sustainable Tourism: Theory and Practice. Butterworth-Heinemann
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.