簡易檢索 / 詳目顯示

研究生: 高志雄
Kao, Chih-Hsiung
論文名稱: 城市盃國際龍舟錦標賽國內參與者服務品質知覺、滿意度與行為意圖之研究
A Study on Domestic Participants' Perceptions of Service Quality, Satisfaction, and Behavioral Intentions in the City Cup International Dragon Boat Championship
指導教授: 陳美燕
Chen, Mei-Yen
口試委員: 陳美燕
Chen, Mei-Yen
董益吾
Tung, I-Wu
林文斌
Lin, Wen-Bin
口試日期: 2024/06/14
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所運動休閒與餐旅管理碩士在職專班
Graduate Institute of Sport, Leisure and Hospitality Management_Continuing Education Master's Program of Sport, Leisure and Hospitality Management
論文出版年: 2025
畢業學年度: 113
語文別: 中文
論文頁數: 71
中文關鍵詞: 國際運動賽事服務滿意賽會滿意運動行銷
英文關鍵詞: international sports events, service satisfaction, event satisfaction, sports marketing
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202500253
論文種類: 學術論文
相關次數: 點閱:132下載:0
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 「城市盃國際龍舟錦標賽」作為一項備受矚目的國際性龍舟比賽,吸引來自全球的參與者和觀眾,是充滿深厚文化情感的盛世,悠久的龍舟傳統與現代體育競技的精華,突顯體育和文化地完美結合,為深入研究「城市盃國際龍舟錦標賽」國內參與者的服務品質知覺、滿意度與行為意圖,本研究首先著重收集人口背景統計資訊,本研究聚焦於分析城市盃國際龍舟錦標賽參與者如何基於其人口學特徵—如年齡、性別及教育背景—來評估服務品質、表達對賽事的滿意度以及形成重複參賽的意願。本研究將探討這些特徵如何影響參與者對賽事服務品質的感知、對賽事的整體滿意感,以及其未來參與賽事的意向。此外,本研究還將調查這些因素之間的相互關係,並評估參與者對服務品質的知覺和滿意度如何預測他們未來的行為意圖。通過這些分析,期望深入理解來自不同背景的參與者對於龍舟賽事服務的反應和評價。研究結果顯示,城市盃國際龍舟錦標賽對參與者的服務品質知覺有著積極的影響。參與者普遍認為賽事的籌備與執行具有高度的專業性與用心,對於比賽過程中的安排與服務表現給予了正面評價。參與者對於賽事的整體滿意度亦呈現出較高水準,他們對於比賽的精彩程度、組織效率以及參與感受均給予了正面評價。在行為意圖方面,研究發現參與者對於未來參與類似賽事的意願較高,並願意向他人推薦此類活動。城市盃國際龍舟錦標賽在提升參與者對服務品質的認知、增加其滿意度以及強化他們未來參與賽事的意願方面起到了關鍵作用。

    "The City Cup International Dragon Boat Championship," as a highly acclaimed international dragon boat competition, draws participants and spectators from around the world. It is not merely a sports event but also a celebration rich in cultural depth, blending the ancient tradition of dragon boating with the essence of modern athletic competition, highlighting the perfect fusion of sports and culture. This event not only sparks participants' enthusiasm for sports but also carries the responsibility of preserving valuable cultural heritage, allowing many to deeply appreciate the significance of this traditional activity.
    To delve into the service quality perceptions, satisfaction levels, and behavioral intentions of domestic participants at the "City Cup International Dragon Boat Championship," this study initially focuses on collecting demographic data such as age, gender, and educational background. It examines how participants, based on these demographic characteristics, evaluate service quality, express satisfaction with the event, and form intentions to participate again. This study explores how these characteristics influence participants' perceptions of service quality, overall satisfaction with the event, and their intentions to participate in future events. Additionally, the study investigates the interrelationships among these variables and assesses how perceptions of service quality and satisfaction predict participants' future behavioral intentions. Through these analyses, we aim to deeply understand how participants from different backgrounds respond to and evaluate the services at the dragon boat races. Ultimately, the study defines the "City Cup International Dragon Boat Championship" as a nationally representative dragon boat event, with "service quality perception" considered as participants' subjective judgment of service and event quality. Meanwhile, "satisfaction" is defined as participants' level of contentment with the services provided by the organizers, and "behavioral intention" indicates participants' willingness to participate again or recommend the event to others. The findings reveal that the City Cup International Dragon Boat Championship positively impacts participants' perceptions of service quality. Participants generally regard the event's preparation and execution as highly professional and dedicated, giving positive feedback on the arrangements and services during the competition. Moreover, participants also show a high level of overall satisfaction, positively evaluating the event's excitement, organizational efficiency, and their experience. Regarding behavioral intentions, the study finds that participants are more likely to participate in similar events in the future and are willing to recommend such activities to others.
    Overall, the City Cup International Dragon Boat Championship plays a crucial role in enhancing participants' perceptions of service quality, increasing their satisfaction, and strengthening their intentions to participate in future events. Through this event, participants' overall evaluation of the activity significantly improves, reflecting in their positive perceptions of service quality, high satisfaction with the event, and strong intentions to participate again. These findings help to deeply understand the impact of dragon boat events in promoting sports exchanges, advancing urban sports development, and enhancing participant satisfaction, providing valuable insights for the planning and execution of similar events in the future.

    第壹章 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 研究問題 5 第四節 名詞釋義 6 第貳章 文獻探討 10 第一節 「城市盃國際龍舟錦標賽」10 第二節 服務品質知覺之相關研究 12 第三節 滿意度之相關研究 16 第四節 行為意圖之相關研究 20 第五節 本章總結 24 第參章 研究方法 25 第一節 研究架構 26 第二節 研究流程 27 第三節 研究對象 28 第四節 研究工具 28 第五節 資料處理與分析 31 第肆章 結果與討論 32 第一節 「城市盃國際龍舟錦標賽」國內參與者之特性與現況分析 32 第二節 不同性別之參與者在服務品質知覺、滿意度、在行為意圖上的差異情形 40 第三節 不同性別之龍舟運動參與者在滿意度上的差異情形 44 第四節 不同性別之龍舟運動參與者行為意圖上的差異情形 47 第五節 參與者服務品質知覺、滿意度與行為意圖之相關分析 50 第六節 參與者服務品質知覺、滿意度對行為意圖之預測分析 53 第伍章 結論與建議 56 第一節 結論 56 第二節 建議 58 參考文獻 60 附錄 69

    王宗吉 (1996)。體育運動社會學。銀禾文化。
    王雅民 (2011)。服務品質、運動設施環境與滿意度對觀眾忠誠度之影響-以2010海碩國際女子網球公開賽為例 [碩士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/b33q6u
    沈進成、曾慈慧、蕭丹瑋 (2009)。高峰型與維生型遊客的飲食觀光動機、吸引力、阻 礙、滿意度與忠誠度影響關係之研究。運動休閒餐旅研究,4(1),63-95。
    https://doi.org/10.29429/JSLHR.200903_4(1).05
    吳柏叡 (2009)。服務品質、觀眾滿意度及忠誠度之關聯性研究-以2008年企業排球聯 賽為例 [碩士論文,國立臺灣體育大學]。https://hdl.handle.net/11296/yqkesk
    吳柏睿、賀湘邦 (2012)。企業排球聯賽之服務品質、觀眾滿意度及忠誠度關聯性研究。運動休閒管理學報,9(2),322-337。https://doi.org/10.6214/JSRM.201212_9(2).0021
    吳政隆、張良漢、丁淑君 (2008)。高爾夫球場服務品質、顧客滿意與行為意向之研究。休閒產業管理學刊,1(3),1-14。https://doi.org/10.6213/JLRIM.2008.1(3)1
    李允仁 (2004)。球隊認同對球迷滿意度與忠誠皮影響之研究 [碩士論文,東吳大學]。https://hdl.handle.net/11296/nn9w58
    李凌雲 (2004)。影響中華職棒球迷對於球隊滿意度和行為意向之研究一探討識別顯著性和組織認同之關係 [碩士論文,國立臺北科技大學]。https://hdl.handle.net/11296/spk2p6
    邱聯榮 (2009)。量蔬食餐廳消費者消費動機、滿意度對忠誠度之研究。建國科大學報,29(1),89-108。https://doi.org/10.6995/JCTU.200910.0089
    邱榮基、畢璐鑾 (2008)。臺灣地區馬拉松賽會服務品質與滿意度之研究。臺灣體育運動管理學報,6,1-20。https://doi.org/10.6547/tassm.2008.0001
    林志偉 (2010)。溫泉旅館服務品質、顧客滿意度對忠誠度之研究-以四重溪茴香戀戀為例 [碩士論文,國立臺東大學]。https://hdl.handle.net/11296/tr37f5
    林家緯、廖俊儒 (2012)。超級籃球聯賽 (SBL) 現場觀眾體驗品質對體驗滿意度及忠誠意願影響之研究。輔仁大學體育學刊,11,1-17。https://doi.org/10.29697/JPE.201205.0001
    林惠玲、陳正倉 (2009)。應用統計學。雙葉書廊。
    林瑩昭 (2010)。學校餐廳顧客滿意度之研究-以臺南科技大學為例。運動休閒餐旅研 究,5(2),41-59。https://doi.org/10.29429/JSLHR.201006_5(2).03
    林錫波、王俊明 (2008)。臺灣超級籃球聯賽現場觀眾再觀賞意圖之研究。休閒運動期刊,7,1-16。https://doi.org/10.29909/IWCMAT.200806.0001
    胡俊傑 (2009)。服務品質、服務價值、休閒體驗、滿意度對行為意向之影響-以2008年澎湖菊島海鮮節為例。島嶼觀光研究,2(3),46-74。https://doi.org/10.29859/JITR.200909.0004
    范峻豪、劉蕙怡 (2008)。中華職棒大聯盟十八年總冠軍賽賽會服務品質與滿意度之相關性研究。大專體育學術專刊,333-338。https://doi.org/10.6695/AUES.200805_97.0046
    曹校章、陳寶億 (2013)。運動賽會觀光參與動機、滿意度與忠誠度之研究-以香港國際七人制橄欖球賽為例。輔仁大學體育學刊,12,63-84。http://scholars.ntou.edu.tw/handle/123456789/11605
    高俊雄 (2005)。創造運動休閒的新價值。國民體育季刊,145,7-11。
    陳仁精 (2011)。服務品質滿意度對參與者行為意圖之影響-以2010全國大專院校運動 會游泳項目為例。休閒運動期刊,10,103-111。https://doi.org/10.29909/IWCMAT.201108.0009
    陳奕伸、蔡博任、鄭桂玫(2007)。透過服務品質之運用探討顧客滿意度-以世界杯五人制室內足球賽現場觀眾爲例。運動休閒餐旅研究,2(2),158-172。https://doi.org/10.29429/JSLHR.200706_2(2).08
    陳康 (2012)。2012亞太聽障運動賽會服務品質與滿意度之研究 [碩士論文,國立體育大學]。https://hdl.handle.net/11296/ded39m
    陳鴻雁 (2004)。運動產業與服務品質。國民體育季刊,33(4),7-14。https://teric.naer.edu.tw/wSite/ct?ctNode=655&mp=teric_b&xItem=1688424&resCtNode=454
    陳鴻雁、邱奕文 (2009)。賽會舉辦之品質管理。國民體育季刊,38(4),6-12。https://www.sa.gov.tw/ebook/List?id=15&n=109
    陳薇先、邵于玲 (2006)。針對2004 ING 臺北國際馬拉松參賽者涉入程度、滿意度及再參加意願之研究。北體學報,14,146-156。https://doi.org/10.6167/TPEC/2006.14.13
    陳優華、簡彩完 (2005)。中華職棒大聯盟及球國服務品質、滿意度與忠誠度隊球迷再購意願影響之驗證。明道學術論壇,1(1),93-104。https://doi.org/10.6953/MJ.200509.0093
    陳麒文、陳鴻雁 (2004)。臺北市北投運動中心服務品質管理。國民體育季刊,33(4),66-71。https://www.sa.gov.tw/ebook/List?id=15&n=109
    廖俊儒 (2009)。職棒現場觀眾消費體驗品質對體驗滿意度與忠誠意願影響之研究。中正體育學刊,2,23-33。https://doi.org/10.30093/CCPEJ.200908.0003
    張家銘 (2006)。2004澎湖世界華人馬拉松賽會觀光吸引力之研究。臺灣體育運動管理學報,4,158-179。https://doi.org/10.6547/tassm.2006.0009
    許程淯、鍾麗民、楊世傑 (2014)。觀眾對免費觀賞型賽會服務品質知覺、滿意度與行為意圖關係之研究。臺灣體育運動管理學報,13(3),245-267。https://doi.org/10.6547/tassm.2013.0011
    徐揚 (2005)。臺灣舉辦國際運動賽會人力資源之問題與改善之道。國民體育季刊,34(2),57-62。https://www.sa.gov.tw/ebook/List?id=15&n=109
    黃金柱 (2004)。管理學。師大書苑。
    黃詩雯 (2010)。運動觀光賽會服務品質與參與者滿意度之研究─以2009臺東之美鐵人三項國際邀請賽為例[碩士論文,國立臺灣體育學院]。https://hdl.handle.net/11296/t2yvtn
    溫智璇、黃美珍 (2010)。2009年臺北聽障奧運會桌球賽現場觀眾滿意度之相關研究。國立臺中教育大學體育學系學刊,5,27-34。https://doi.org/10.29781/NTCUPE.201006.0005
    葉公鼎 (2001)。論運動產業之範疇與分類。運動管理季刊,1,8-21。https://doi.org/10.29472/TSSM.200103.0006
    葉公鼎 (2009)。大型運動賽會經營管理。華都。
    葉雪鳳 (2010)。2010年全國身心障礙國民運動會服務品質與滿意度之研究 [碩士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/vvs3v7
    葉允棋、陳美燕 (2007)。體驗行銷、體驗價值、顧客滿意與行為意圖關係之研究-以自行車休閒運動為例。臺灣體育運動管理學報,5,331-364。https://doi.org/10.6547/tassm.2007.0017
    蔡雨勲、李明聰、劉修祥 (2010)。服務品質、價值、滿意度及行為意圖關係之研究-以打狗英國領事官邸餐廳為例。休閒暨觀光產業研究,5(1),54-69。https://doi.org/10.6158/JLTIR.201012_5(1_2).0004
    劉駿耀、陳金盈 (2013)。2009年世界運動會巧固球賽觀賞動機與滿意度之研究。海峽兩岸體育研究學報,7(1),35-60。https://www.airitilibrary.com/Article/Detail?DocID=19951663-201303-201304030052-201304030052-35-60
    鍾志強(1997)。運動消費型態與運動行銷要項。大專體育,(32),138-141。https://doi.org/10.6162/SRR.1997.32.25
    鍾志強 (2008)。職業棒球消費者體驗與行為意圖之關係研究。大專體育學刊,10 (1) , 35-45。https://doi.org/10.5297/ser.200803_10(1).0003
    謝俊耀、熊婉君 (2008)。SBL服務品質與現場觀眾參與行為之研究。載於台灣生態休閒產業管理學會 (主編),運動事業管理學術研討會論文集 (頁163-180)。台灣生態休閒產業管理學會。https://doi.org/10.29464/YDSYGL.200805.0163
    蘇瑞蓮、金喆 (2008)。旅遊意象、知覺價值、服務品質、知覺風險對遊後行為意圖的 影響─以苗栗縣西湖渡假村為例。聯大學報,5(1),181-200。https://doi.org/10.29847/JNUU.200806.0010
    Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4, 36-52. https://doi.org/10.1080/16184740408737466
    Anderson, E. W. (1998). "Customer satisfaction and word of mouth." Journal of Service Research, 1(1), 5-17. https://doi.org/10.1177/10946705980010010
    Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality in Service Quality: New Directions in Theory and Practice. https://doi.org/10.4135/9781452229102.n3
    Brady, M. K., Voorhees, J. J., Cronin, J., J., & Bourdeau, B. L. (2006). The good guys don’t always win: The effect of valence on service perceptions and consequences. Journal of Services Marketing, 20, 83-91. https://doi.org/10.1108/08876040610657011
    Crompton, J. L., MacKay, K. J. and Fesenmaier, D. R. (1991). Identifying dimensions of service quality in public recreation. Journal of Park and Recreation Administration, 9,15-28. https://www.cabidigitallibrary.org/doi/full/10.5555/19921894806
    Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality,value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
    Fornall, C. (1992). A national customer satisfaction barometer:The Swedish experience. Journal of Marketing, 56 (1), 6-21. https://doi.org/10.1177/002224299205600103
    Greenwell, C. T., Fink, J. S., & Pastore D. L. (2002). Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Management Review, 5, 129-148. https://doi.org/10.1016/S1441-3523(02)70064-8
    Howat, G., Murray, D. and Crilley, G. (1999). The relationships between service problems and perceptions of service quality, satisfaction, and behavioral intentions of Australian public sports and leisure customers. Journal of Park and Recreation Administration, 17, 42-64. https://www.cabidigitallibrary.org/doi/full/10.5555/19991809358
    Hightower, R., Brady, M. K., & Baker, T. L. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research, 55(4), 697-707.
    https://doi.org/10.1016/S0148-2963(00)00211-3
    Jones, G.R., George, .J.M, & Hill, C.W.L. (2000). Contemporary management (2nd ed). New York, NY : McGraw- Hill. https://www.academia.edu/41476127/Contemporary_Management
    Kelley, S.W. & Turley, L.W. (2001). Consumer perceptions of service quality attributes at sporting events. Journal of Business Research, 54, 161-166. https://doi.org/10.1016/S0148-2963(99)00084-3
    Kennett P.A., Sneath, J.Z. & Henson, S. (2001). Fan satisfaction and segmentation: A case study of minor league hockey spectators. Journal of Targeting, Measurement and Analysis for Marketing, 10, 132-142. https://doi.org/10.1057/palgrave.jt.5740040
    Kim, H. D., LaVetter, D., & Lee, J. H. (2006). The influence of service quality factors on customer satisfaction and repurchase intention in the korean professional basketball league. International Journal of Applied Sports Sciences, 18 (1), 39-58. https://doi.org/10.1016/j.smr.2010.02.002
    Ko, J. Y. & Pastore, D. (2005). A hierarchical model of service quality for the recreational sport industry. Sport Marketing Quarterly, 14, 84-97. https://www.cabidigitallibrary.org/doi/full/10.5555/20053098359
    Ko, Y. J., Zhang, J., Catani, K., & Pastore, D. (2011). Assessment of event quality in major spectator sports. Managing Service Quality, 21, 304-332. https://doi.org/10.1108/09604521111127983
    Koo, Y. G., Andrew, D. P. S., & Kim, S. (2008). Mediated relationships between the constituents of service quality and behavioural intentions: A study of women’s college basketball fans. International Journal of Sport Management and Marketing, 4, 390-411. https://doi.org/10.1504/IJSMM.2008.022378
    Koo, G. Y., Rob, H., Steven, M., Jung, T., Joseph, C., Clay, V., Brian, B. (2009). Examination of the causal effects between the dimensions of service quality and spectator satisfaction in minor league baseball. International Journal of Sports Marketing & Sponsorship, 11 (1), 46-59. https://doi.org/10.1108/IJSMS-11-01-2009-B004
    Kotler, P. (1996). Marketing Management: Analysis, Planning, Implementation and Control (9th ed.). Prentice- Hall. https://www.scirp.org/reference/referencespapers?referenceid=1581308
    Kotler, P. and Keller, K. L. (2006). Marketing Management (12th ed.). Upper Saddle River, Prentice Hall. https://www.scirp.org/reference/ReferencesPapers?ReferenceID=1755960
    Ladhari, R., M. Brun, & M. Morales. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27, 563-573. https://doi.org/10.1016/j.ijhm.2007.07.025
    Leeuwen, L. V., Quick, S., and Daniel, K. (2002). The sport spectator satisfaction model: A Conceptual Framework for Understanding the Satisfaction of Spectators. Sport Management Review, 5, 99-128. https://doi.org/10.1016/S1441-3523(02)70063-6
    Matsuoka, H., Chelladurai, P., Harada, M. (2003). Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12 (4), 244-253. https://www.cabidigitallibrary.org/doi/full/10.5555/20033210184
    McDonald, M. A., Sutton, W. A., & Milne, G. R. (1999). "Consumer attitudes toward event sponsorship: A case study of the 1996 Olympic Games." International Journal of Sports Marketing and Sponsorship, 1(1), 20-29.
    Shank, M. D. (2009). Sports Marketing: A strategic perspective (4th ed.). Prentice Hall. https://www.taylorfrancis.com/books/mono/10.4324/9781315794082/sports-marketing-matthew-shank-mark-lyberger
    Shapiro, S. L., Ridinger, L. L., & Trail, G. T. (2013). An analysis of multiple spectator consumption behaviors, identification, and future behavioral intentions within the context of a new college football program. Journal of Sport Management, 27, 130-145. https://doi.org/10.1123/jsm.27.2.130
    Shonk, D. J. & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22, 587-602. https://doi.org/10.1123/jsm.22.5.587
    Theodorakis, N. D., Kambitis, C., Laios, A. and Koustelios, A. (2001). Relationships between measures of service quality and satisfaction in professional sports. Managing Service Quality, 11, 431-438. https://doi.org/10.1108/09604520110410638
    Theodorakis, N. D. & Alexandris, K. (2008). Can service quality predict spectators’ behavioral intentions in professional soccer? Managing Leisure, 13, 162-178. https://doi.org/10.1080/13606710802200852
    Theodorakis, N. D., Alexandris, K., Tsigilis, N., & Karvounis, S. (2013). Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality. Sport Management Review, 16, 85-96. https://doi.org/10.1016/j.smr.2012.05.004
    Theodorakis, N. D., Alexandris, K., & Ko, Y. J. (2001). "A service quality model for spectator sports." Journal of Sport Management, 15(3), 160-173. https://www.researchgate.net/figure/Service-quality-models-in-spectator-sports_tbl1_258421105
    Tsuji, Y., Bennett, G., & Zhang, J. (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16 (4), 199-208. https://gssapps.ebscohost.com/customerspecific/s5650286/redirector/index.php?url=https%3a%2f%2fsearch.ebscohost.com%2flogin.aspx%3fdirect%3dtrue%26AuthType%3dcookie%2cip%2cshib%2cuid%26db%3dbth%26AN%3d28106609%26lang%3dzh-tw%26site%3deds-live
    Wakefield, K. L., Blodgett, J. G., & Sloan, H. J. (1996). Measurement and management of the sportscape. Journal of Sport Management, 10, 15-31. https://doi.org/10.1123/jsm.10.1.15
    Wu, W. Y., S. H. Chen, M. L. Chang, and C. Y. Li. (2007). The influences of hedonicand experiential marketing on consumer perceptions of quality and value: An evaluation of internet website appeals. Chiao Da Management Review, 27 (2), 141-167http://hdl.handle.net/11536/129035
    Yoshida, M., & James, J. (2010). Customer satisfaction with game and service experience: Antecedents and consequences. Journal of Sport Management, 24, 338-361. https://doi.org/10.1123/jsm.24.3.338

    下載圖示
    QR CODE