2009年臺北聽障奧運觀賞者觀光意象、滿意度與重遊意願研究

A research on the relations among tourism image, satisfaction, and revisiting willingness to the audience of 2009 Taipei Deaflympics

目的：本研究旨在建構並驗證「2009年臺北聽障奧運觀賞者觀光意象、滿意度與重遊意願關係模式」，進而瞭解觀賞者觀光意象、滿意度對重遊意願影響程度。方法：研究對象以2009年臺北聽障奧運觀賞者進行問卷調查，共獲得有效問卷423份。結果：本研究所驗證2009年臺北聽障奧運觀賞者觀光意象、滿意度及重遊意願模式，除在與RMSEA未臻理想外，是一尚可接受的模式架構。在模式路徑發現觀賞者主要透過臺北市的生活機能觀光意象，影響膳宿購物的滿意度，進而提升持續參與的重遊意願。然而觀賞者對於臺北市的交通資訊與運輸的滿意度較低；而在觀光意象構面對於重遊意願未達顯著，顯見觀賞者不以觀光意象為主要考量，而需透過中介變項來影響重遊意願。結論：未來臺北市政府，應掌握首都完善生活機能優勢，提供安全與完善的住宿環境與服務，整合周邊休閒購物商場，透國際運動賽事爭辦，吸引觀賞者的重遊意願；針對交通滿意度較低部分，應提供完善的賽會交通資訊及道路系統、指標、運輸網絡、停車空間以及比賽場館與臺北市週遭旅遊景點連結運輸網絡與支援服務，以降低比賽區域交通擁擠度。而針對觀光意象對於重遊意願未達顯著部分，需將整體活動效益延伸，強化遊憩環境，增加遊憩吸引力，營造旅遊目的地與產品的獨特意象，以刺激遊客內在需求，進而促使遊客前往觀賞賽會與停留消費，不僅可行銷臺北市、宣傳臺灣，更能藉此熱絡觀光熱潮，創造最佳的商業效益，帶動運動賽會與經濟雙贏的契機。Purpose: The purpose of this study was to explore the model connected with tourism image, satisfaction, and revisiting willingness of 2009 Taipei Deaflympics. By the data, we could get further study about the affection of tourism image and satisfaction to revisiting willingness. Methods: The target group of this research was the audience of 2009 Taipei Deaflympics, with 423 effective questionnaires retrieved. Results: The study was to verify image, satisfaction, and revisiting willingness. It was still an acceptable model structure except for and RMSEA. By using Structural Equation Modeling, the data showed tourism image, living functions, and accommodation satisfaction in Taipei were the factors to the audience's revisiting willingness. However, the score of traffic information and transportation satisfaction were lower in this study. There was not significant correlation between tourism image aspect and revisiting willingness. It was clearly that the audience didn't consider tourism image as the main factor, they needed mediating effects to affect revisiting willingness. Conclusions: Taipei City Government should take the advantage of living functions and provide the safe and cozy accommodation quality, service, and malls nearby integration. The audience will have revisiting willingness if there are more international competition events in Taiwan. For lower traffic satisfaction in this study, the government should provide complete traffic information, road systems, signs, public transportation, parking space, appropriate arenas for competition, transportation scenery spots network around Taipei, and support service to avoid heavy traffic nearby. For tourism image has no significant correlation to revisiting willingness, the benefits of competition events should be extended, recreation environment and tourism attraction should be improved. The audiences will be attracted by unique product images and scenery spots which make them have more motivations to see competitions and stay longer to stimulate consumption. By doing so, not only Taipei but also Taiwan can be promoted to the world. The more tourists, the better financial benefits we receive. It is an opportunity to create a win-win situation between sports events and financial benefits.