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系統識別號 U0026-1107201411593700
論文名稱(中文) 台灣國人出國進行運動賽事觀光的因素探討-以文化禁忌為干擾變數
論文名稱(英文) Factors that influence Taiwanese people to travel abroad for event sport tourism - moderating effect of cultural taboos
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 102
學期 2
出版年 103
研究生(中文) 王耀靖
研究生(英文) Yaw Jing, Wong
學號 R66995022
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-劉宗其
共同指導教授-江明憲
口試委員-吳立偉
口試委員-王崇昱
中文關鍵字 運動賽事觀光  推-拉模式  文化禁忌  個人宗教性 
英文關鍵字 Event sport tourism  Push-pull model  Cultural taboos  Personal Religiosity 
學科別分類
中文摘要 上世界末,國際大型運動賽事在亞洲舉辦的頻率逐漸增加,隨著廉價航空產業在亞洲的崛起,讓區域間跨國旅遊的門檻大大的降低。本研究首先旨在觀察台灣國人出國進行運動賽事觀光行為的動機與意願,並採用推-拉模式(Push-Pull Model)來進行探討。接著探討在台灣這擁有特殊文化特色的國度,文化禁忌是否會對出國進行運動賽事觀光行為的動機與意願有影響,不同的宗教信仰是否會有文化禁忌程度上的差異。本研究選定以「英超亞洲盃」(Premier League Asia Trophy)作為探討的運動賽事,「農曆七月-鬼月」作為文化禁忌的探討標準,對台灣的各英超球迷俱樂部會員發放網路問卷做調查,共回收有效問卷310 份。研究結果顯示,在台灣國人出國進行運動賽事觀光行為的動機上,同樣可以採用推-拉模式,推力因素(Push Factor)包含了旅遊動機(Travel Motivation)與運動迷動機(Fan Motivation),拉力因素則為運動賽事魅力(Sport Event Attraction);推力因素正向影響拉力因素,拉力因素正向影響旅遊意願。在文化禁忌上,農曆七月間,高宗教性者的旅遊動機會減低,但不對運動迷動機及運動賽事魅力造成影響;而宗教性的高低並不受宗教信仰類別的差異而有所差異。
英文摘要 There are three main purposes in this study: (1)explore the motivation and intention model of Taiwanese people to go abroad for event sport tourism, (2)to find out whether there is moderating effect of cultural taboos on the event sport tourism motivation and intention model, (3)is there any different of the cultural taboos between different religion
believers. This study choose Premier League Asia Trophy as the sport event and for cultural taboos, ghost month (7th month in lunar calendar) has been selected. The invitation for this survey was send by email to the fan of football club in Barclays Premier League, totally 310 usable surveys were received through the survey website. For the result, this study found that push-pull model is appropriate in explore the Taiwanese people event sport tourism motivation and intention. Push factors include travel motivation and fan motivation and pull factor includes sport event attraction. Push factors have positive impact on pull factor and the pull factor has positive impact on travel intention. During the ghost month, those who have higher personal religiosity tend to has lower travel motivation. The different of the cultural taboos doesn’t exist between
different religion believers.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 運動觀光 7
第二節 推-拉模式(Push – Pull Model) 8
壹、 推力因素 8
貳、 拉力因素 12
第三節 文化禁忌 15
壹、 農曆七月-鬼月 16
第四節 旅遊意願 17
第五節 推力因素、拉力因素、文化禁忌及旅遊意願之關係 18
第三章 研究設計與方法 20
第一節 研究架構 20
第二節 研究假設 20
第三節 操作型定義 21
壹、 旅遊動機 21
貳、 運動迷動機 22
參、 運動賽事魅力 22
肆、 文化禁忌 22
伍、 旅遊意願 22
第四節 抽樣設計 23
第五節 問卷設計 23
壹、 旅遊動機 23
貳、 運動迷動機 24
參、 運動賽事魅力 26
肆、 文化禁忌 26
伍、 旅遊意願 27
第六節 研究方法 28
壹、 敘述性統計分析 28
貳、 因素分析 28
參、 信度分析 28
肆、 結構關係模式 28
伍、 層級迴歸分析 29
第七節 前測分析 29
壹、 旅遊動機 29
貳、 運動迷動機 30
參、 文化禁忌 32
肆、 運動賽事魅力及旅遊意願 34
第四章 研究結果分析與討論 35
第一節 敘述性統計分析 35
壹、 樣本背景資料統計 35
貳、 各變數的敘述統計分析 37
第二節 信度與效度分析 39
壹、 驗證性因素分析 39
貳、 整體衡量模式分析 42
參、 建構信度與建構效度 43
第三節 結構模式分析 46
壹、 結構模式適合度評估 46
貳、 變數間因果關係 47
第四節 層級迴歸分析 48
壹、 文化禁忌干擾效果檢定 48
貳、 宗教信仰類別干擾效果檢定 51
第五節 研究假設檢定結果整理 54
第五章 結論與建議 56
第一節 結論與管理意涵 56
壹、 結論 56
貳、 管理意涵 57
第二節 研究限制與後續研究建議 58
參考文獻 59
附錄一 正式問卷題項與代號 67
附錄二 正式問卷 69
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