國際運動賽事對觀光吸引力、涉入程度、知覺價值、行為意圖與運動觀光發展態度之研究

The Effect of International Sports Event on Tourism Attraction, Involvement, Perceived Value, Behavioral Intention and Attitude toward Sports Tourism Development

全球各大城市、區域與國家無不冀望藉由舉辦大型且重要之運動賽事來吸引觀光人潮。本文以2013年臺灣地區之LPGA（Ladies Professional Golf Association, LPGA）賽事的觀眾800位為研究對象，透過問卷收集相關資料，並應用線性結構方程模式（Structural Equation Models；SEM）分析觀光吸引力、涉入程度、知覺價值、行為意圖與運動觀光發展態度之間的關係。研究結果發現，知覺價值會正向影響行為意圖和運動觀光發展態度，但行為意圖不會影響運動觀光發展態度。吸引力會正向影響知覺價值、行為意圖與運動觀光發展態度。涉入程度會正向影響知覺價值和運動觀光發展態度，但卻不會影響行為意圖。研究結果有助於提供國內相關單位做為未來籌辦大型國際運動賽事之參考，期能提升運動觀光產業之發展。

Large-scale and important sports competitions are a means to attract tourists by many cities, regions and countries around the world. This study treated 800 spectators at Ladies Professional Golf Association (LPGA) competitions in Taiwan in 2013 as the subjects for a questionnaire survey. The data were analyzed with the linear Structural Equation Modeling (SEM) to explore the relationship among tourism attraction, involvement, perceived value, behavioral intention and attitude toward sports tourism development. The results showed that perceived value positively influenced behavioral intention and attitude toward sports tourism development. However, behavioral intention did not influence attitude toward sports tourism development. Attraction positively influenced perceived value, behavioral intention and attitude toward sports tourism development. Involvement positively influenced perceived value and attitude toward sports tourism development; however, it did not influence behavioral intention. The result could serve as a reference for related units in Taiwan to hold large-scale international sports events in the future in order to enhance development of the sports tourism industry.