An investigation of the relationships among sport tourism quality, satisfaction and tourists' intentions to return for a triathlon in Taiwan.

摘要

The purpose of this study was to investigate the relationships among service quality, customer satisfaction and tourists' intent to return at a triathlon sport tourism event in Taiwan. The target population of this study was tourists who visited or participated in the Flowing Lake Triathlon hosted at Taitung in Taiwan during 2011. Over 1,000 race tourists and their families and friends joined in at the Flowing Lake Triathlon. A total of 500 questionnaires were prepared for data collection. After the event, 425 questionnaires (85%) were returned to the research associates. After the elimination of the incomplete questionnaires, a total of 372 completed questionnaires (87%) were received from the subjects. After the data collection, a Statistical Package for the Social Sciences program (SPSS) for Windows 17.0 and an Analysis of Moment Structures 16 (AMOS 16.0) were utilized in this study. The SPSS 17.0 was implemented to examine the characteristics of the demographic data. The AMOS 16.0 was utilized as an instrument by which to conduct Structural Equation Modeling (SEM) to test the hypotheses of this study. The findings of the study were perceptions of the quality of accessibility affected perceptions of sport tourism quality when the factor loading was .32 (p .05); perceptions of the quality of accommodation didn't affect perceptions of sport tourism quality when the factor loading was .04; perceptions of the quality of accommodation affected perceptions of satisfaction when the factor loading was .25 (p .05); perceptions of the sport venue's quality didn't affect perceptions of sport tourism quality when the factor loading was -0.08; perceptions of the contest quality affected perceptions of sport tourism quality when the factor loading was .34 (p .05); perceptions of the contest quality affected perceptions of satisfaction when the factor loading was .15 (p .05); perceptions of the contest quality affected perceptions of intent to return when the factor loading was .36 (p .05); perceptions of the sport tourism quality affected perceptions of satisfactions when the factor loading was .60 ( p .05); perceptions of satisfaction affected perceptions of intention to return when the factor loading was .63 (p .05).