運動觀光客參與動機、活動類型與經驗性質之研究－－以恆春半島觀光旅遊地區為例

Survey of motivating factors, activity forms and the nature of experiences among sport tourists - A case study in Heng-Chun Peninsula tourism destination district

目的：探討恆春半島觀光旅遊地區運動觀光客的參與動機，並分析其參與活動類型及經驗性質。方法：以自行發展的「遊客運動觀光參與動機量表」及「遊客運動觀光參與經驗調查表」為工具，以恆春半島觀光旅遊地區的遊客為母群體，採方便取樣共獲得有效樣本400份，所得資料以描述統計及因素分析加以分析。結果：（1）遊客主要的運動觀光參與動機依序為「運動體驗」、「解壓與社交」、「滿足新奇」與「消磨與刺激」等四因素；（2）遊客參與運動觀光活動的類型前十項，依序為散步、浮潛、游泳、香蕉船、泡溫泉、海灘遊戲、水療、自行車、登山、賽車，前五項活動合計已占全部運動觀光活動八成以上；（3）運動觀光客的運動經驗以「天然環境的挑戰」、「人工環境的挑戰」為主，「競技式人之挑戰」及「技擊式人之挑戰」較少，而其使用的觀光資源經驗主要為「自然海岸經驗」與「自然風景經驗」，其次為「人造文化娛樂經驗」，而「人造歷史經驗」在此地區則未出現。結論：不同運動觀光環境與類型會產生特殊的動機因素，考量天然資源及當地民眾的偏好，恆春半島觀光旅遊地區較適合發展環境挑戰及自然經驗的運動觀光活動。

Purpose: This study aimed to analyse the motivating factors, activity forms and the nature of experiences of sport tourists in the Heng-Chun Peninsula tourism destination district. Methods: Quantitative approach was adopted with surveys conducted on 'motivating factors', 'sport tourist experiences'. Self-devised questionnaires were given out to tourists randomly in Heng-Chun Peninsula tourism destination. 400 valid responses were analysed. Results: It showed that (1) the main motivating factors were 'to acquire experience in the sport', 'to relax and socialize', 'to satisfy curiosity', and 'to kill time amid excitement'; (2) the ten most popular sporting activities included walking, scuba diving, swimming, banana boat riding, hot spring, beach games, SPA, cycling, mountain climbing and car racing; (3) the sport tourism experiences sought were geared towards 'natural environmental challenge' and 'artificial environmental challenge' rather than 'interpersonal contest' or 'interpersonal combat'. In terms of tourism resources consumed, 'natural coastal experience' and 'natural landscape experience were more favourable when compared to 'manmade cultural/entertainment experience'. 'Manmade historic experience' was not mentioned at all. Conclusion: The survey provided support that sport tourism environment and activity forms evoke different motivating factors. In view of its natural resources and local preferences, Heng-Chun Peninsula Tourism Destination District appears more suitable in promoting environment challenging and natural experience tourist activities.