運動賽會之整合行銷傳播對目的地重遊意願之關係

Integrated Marketing Communication of Sport Event on the Influence of Destination Revisit Intention

在運動觀光領域中，已經廣泛討論「賽會活動」與「運動觀光」的行為意圖。然而，過去卻較少研究探討賽會整合行銷傳播對於遊客重遊意願的影響。本研究的目的是瞭解運動賽會整合行銷傳播及遊客重遊意願之間的關係。因此研究方法採用兩個賽會活動作為實證研究案例，分別調查225位以及89位參與賽會活動的參賽者。研究結果顯示賽會整合行銷傳播會正向影響遊客的重遊意願，再者，重遊次數第6次以上的重遊意願顯著高於第2次。本研究結論：如能有效的利用整合行銷的傳播方式，一來可以讓就有參賽者能持續自我挑戰，二來可以讓更多的人參與，進而帶動參與者的重遊意願。遊客重遊意願的高低，也可能是辦理賽會活動能否永續經營的一項重要指標。最後本研究可提供辦理賽會活動實務工作者作為延伸賽會活動辦理的參考依據，藉由有效利用整合行銷的傳播方式，進而帶動參與者的重遊意願，把賽會與觀光作一雙贏的結合，對於主辦單位更能創造更好的經濟效益與形象。

Behavioral intent in the participation of “sport event” and “sport tourism” has been studied extensively in the field of sport tourism. However, integrated marketing communication of sport event on the influence of revisit intention has rarely been studied. The objective of this study is to understand the relationship between integrated marketing communication in sport event and tourists’ revisit intention. Therefore, this paper is based on two case studies: one sport event sampled 225 participants and another sport event sampled 89 participants. The results finding showed a positive correlation between integrated marketing communication and tourists’ revisit intention. Moreover, revisit intention by tourists who had revisited 6 times or more is significantly higher than those of the second visit. The study concluded that if communication of integrated marketing is done efficiently, not only can participants continuously challenge themselves but also increase the number of participants; thereby driving participants’ revisit intention. The level of revisit intention by travelers may also be a key indicator of whether the sport event can be sustained. Finally, this study may assist the practice of sport event. Effective integration of marketing communication promotes revisit intention, thereby creating better economic effect and image for the organizer.