不同人口變項與涉入程度運動觀光客之目的地選擇與參與行為因素比較研究

A Comparison of the Factors on Destination Choice and Participation Behavior between Sport Tourists with Different Demographic Variables and Involvement

近年來各國政府與民間企業無不積極推動運動觀光（sport tourism），為瞭解不同背景運動觀光客需求，提供擬定推廣政策、規劃產品、市場區隔、供給及行銷策略之參考。本研究目的為：（一）比較不同人口變項運動觀光客之目的地選擇與參與行為因素差異；（二）比較不同涉入程度運動觀光客之目的地選擇與參與行為因素差異。本研究方法乃參考相關文獻與研究，編製「運動觀光客對目的地選擇與參與行為因素調查表」為工具，以台灣地區現有或潛在的運動觀光客為對象，採合目標取樣方法共回收1,642份有效問卷，所得資料以SPSS套裝軟體進行資料分析。結果如下：（一）不同人口變項比較分析，顯示除性別不顯著外，不同年齡層、教育程度及收入之運動觀光客特質、動機、經驗、風險認知、目的地選擇及參與意圖均有顯著差異，而且低年齡層有明顯高於高年齡層、研究所以上高於其他教育程度及月收入20,000元以上高於19,999元以下之運動觀光客；（二）不同運動涉入程度運動觀光客比較分析，除「運動觀光風險認知」沒有顯著差異外，其餘不同運動喜好程度、不同參與頻率及參與強度運動觀光客特質、動機、經驗、風險認知、目的地選擇及參與意圖均有顯著差異，而且高運動觀光涉入程度者明顯高於低運動觀光型態者。綜合結論，不同人口變項與涉入程度運動觀客之目的地選擇與參與行為因素有顯不同，不同人口變項與涉入程度運動觀光客之特質、動機、經驗、風險認知、目的地選擇及參與行為都有顯著差異，因此政府擬定運動觀光推廣政策時宜考量不同民眾需求，運動觀光業者亦應瞭解不同運動觀光消費者需求，規劃不同的產品、市場區隔、供給模式及行銷策略，以滿足不同運動觀光客之消費需求。

In recent years, the governments and private sector are all actively promote sports tourism, for understanding the needs of different background sport tourist, and offering promotion policy formulation, product planning, market segmentation, and marketing strategies of the reference supply. The aims of this study are to compare factors on destination choice and participation behavior between sport tourists with (1) different demographic variables and (2) different types of participation involvement. This study's methodology considers sport tourists' personality traits, motivations, experiences, risk perception, on choice of destination, and participation behavior; examines relevant literature; and compiles the ＂Questionnaire of The Impact of Sport Tourists' Traits, Motivations, Experiences, and Risk Perception on Choice of Destination and Participation Behavior.＂ We distributed 1,642 valid questionnaires to potential sport tourists in the Taiwan area. All data were analyzed using SPSS software (version 17). The results are as follows: (1) A comparative analysis of different demographic variables, except gender is not significant, but different age groups, education levels, and incomes of sports tourists' personality traits, motivation, experience, risk perception, destination choice, and participation behavior are significant differences, and younger age groups significantly higher than older age groups, and master education degrees were higher than other education degrees, and the more than monthly income of NT$ 20,000 were higher than less NT$ 19,999. (2) A comparative analysis of different involvement levels in sport tourism found that, except for risk perception, significant differences exist between sport tourists' personality traits, motivation, experience, destination choice, and participation behavior and different levels of sport preferences, participation frequency, and participation intensity; high involvement in sports tourism was significantly higher than the low involvement in sports tourism. In conclusion, significant differences exist among the factors on destination choice and participation behavior between sport tourists with different demographic variables and levels of involvement; significant differences were found between sport tourists with different demographic variables in terms of sport involvement based on personality traits, motivation, experience, destination choice, and participation behavior. These findings indicate that the government should consider the needs of different people when developing sports tourism promotional policies; in addition, they indicate that sports tourism industry operators should consider the different consumer demands among sports tourists in their plans for products, market segments, supply models, and marketing strategies to meet the consumption demands of different sports tourists.