| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 91 === The earliest event sport tourism was the Olympic Game in 776 B.C. Lots of firms in Taiwan used sport travel as incentive in recent years. It shows that there has potential market of sport travel in Taiwan. The travel agencies in foreign country had initially started the market of event sport traveling twenty years ago, while those in Taiwan has not began to do so until 2002 A. D. Many researchers (Wann, 1995; Trail and James, 2001; Zhang et al., 2001; Funk et al., 2002) study spectators’ motivations in local games. Consumer behaviour in travel models shows that needs, motivations and expectations are the elements influencing travel decision. Therefore, the main purpose of this study was to explore sport spectators’ needs, motivations and expectations of outbound sport travel.
In this study, convenience sampling was used. Questionnaire surveys were conducted in different sport events. The main variables included in the questionnaire were the respondents’ demographic information, their need, motivations and expectations of visiting foreign countries for sport events. The data was collected from on-site sport spectators and 486 questionnaires were distributed. The valid sample size was 455. The response rate was 93.6%. Data was analyzed by factor analysis, chi-square test, t-test, one-way ANOVA and measures of correlation. The results summarized as follows:
1.Male sport spectators over 30s with monthly income higher than 30,000NTD were the main consumers with outbound travel need.
2.Six motivation factors were found: “entertainment and eustress, experience and social interaction, travel choice and event attractiveness, like players or teams, self-esteem, and chance of going abroad”. Four expectation factors were found: “general tour arrangement, sport-related tour arrangement, pre-tour service, and game-watching planning”.
3.Few motivation factors and expectation factors were significantly influenced by demographic. “Entertainment and eustress“ motivated most spectators who want to join sport event travel. “Chance of going abroad” was a distinctive factor extracted by factor analysis, which was different from other research studied in local sport event. “Seat arrangement” was expected by most spectators, and “optional tour” and “shopping” was less expected.
4. Frequencies of doing sport and interest different sports were significantly influenced few motivation factors.
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