單車微旅行參與者參與動機與小確幸關係之研究－－以臺中草悟道為例

The Relationship between Participation Motivation and A Little Happiness of Micro Bike Travel Participants: A Case Study of Taichung Calligraphy Greenway

本研究旨在探討單車微旅行參與者特性、參與動機與小確幸之相關性。藉由文獻分析、半結構式深度訪談及5W1H分析法萃取單車微旅行參與動機與小確幸特徵語彙，建構其有效量表。抽樣對象為臺中草悟道單車微旅行參與者，採立意抽樣，共計發放600份問卷，經題項篩選後保留389份樣本進行後續研究分析。資料分析採描述性統計、獨立樣本t檢定及單因子變異數分析來了解單車微旅行參與者背景資料、參與動機與小確幸之現況，及不同背景資料參與者在參與動機與小確幸的差異情形，並以Pearson積差相關分析探討參與動機與小確幸之關聯情形。研究結果如下：1.不同職業參與者的「參與動機」有明顯差別。2.不同背景變項的參與者在「小確幸」的感受上皆無顯著差異。3.單車微旅行參與者參與動機與小確幸有正向相關。根據研究結果，提供臺中草悟道管理單位及政府與觀光休閒單位作為推廣規劃單車微旅行活動及行銷廣告宣傳之參考。

This study aims to explore the mirco bike travel participants property, participation motivation and a little happiness. By documentary analysis, semi-structured interviews and extracted micro bike travel participation motivation and a little happiness characteristic vocabulary and build effective scale by 5W1H analyses. This research selects sample of Taichung Calligraphy Greenway micro bike travel participants with the purposive sampling. The grand total of 600 questionnaires, net of 32 invalid questionnaires the effective recovery of the questionnaires a total of 568 copies, the effective questionnaire recycling a rate 94.6%. After screening 389 samples were properly completed and analyzed for the study. Analysis of participants background variables, participation motivation and a little happiness by descriptive statistics, independent samples t-test and one-way ANOVA analysis in this study aimed. Using Pearson product-moment correlation coefficient to Relationship between Participation Motivation and a Little Happiness of Micro Bike Travel Participants, The results is shown below: 1. Demographic variables and Participation Motivation is part of the significant difference that is establishment. 2. Demographic variables and a little happiness isn't establishment. 3. Participation Motivation and a Little Happiness of Micro Bike Travel Participants have a positive correlation is established. According to the research conclusion, recommendations to the government and tourism and leisure units to reference planning micro bike travel and marketing of advertising.