| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 95 === Due to climatic limitations, skiing is not popular in Taiwan. However, more and more Taiwanese go abroad for skiing tourism that emerges as a potential industry. According to Chinese Taipei Ski Association, skiing population in Taiwan rapidly grows in these days, and it is estimated that several dozen thousands of people had gone abroad for skiing within the past 20 years. The impact brought about by the economy of this industry valued over NT$ 1,000,000. Obviously, this market of skiing tourism abroad is rising and flourishing, which is worth for the researcher to develop further studies.
The purpose of this study aimed to explore the motivation and satisfaction of the skiing holiday participants; and to examine the personality and the differences of participation of populations with different demographics. Targeting at those who participated in the skiing tourism program arranged by Chinese Taipei Ski Association, this study employed online sampling. The questionnaires were passed out to the participants’ right after their experiencing the skiing program. 240 copies of questionnaires were viewed as effective.
This study induced four motivation factors as ‘relaxing’, ‘personal relationship’, ‘pursue fashion’, and ‘skiing experiencing’; and four satisfaction factors as ‘experiencing process’, ‘environments’, ‘weather and resort’, and ‘free time and relax’. The result showed that part of the demographics—only age had a significant difference from those motivation factors as ‘relax’. Skiing experiencing was the major motivation for most participants going skiing abroad; and the past ski experience, skiing times per year and skiing skills had significant differences on the motivation factor. As to satisfaction factors were not differed significantly. While controlled the ‘personality of the participants’, motivation of participants influenced satisfaction of participants, demonstrated a predictability of 21.4%。
The demographics of the participants might provide the service provides some insights. In this study 67.2% participants were under 35 years old, implicating their high productivity and consumability. 82.5% of the participants were equipped with collegiate degree or above; moreover, 28.4%’s salaries were over NT$70,000 and 19.2%’s salaries were over NT$100,001.
Therefore, it is suggested that Chinese Taipei Ski Association, aimed their purpose: popularize the skiing sport, should open up the new participants and the new market. It is also suggested that the service providers may as well offer more refined skiing programs and enhance the quality of existing services, hopefully more of the higher classes might be attracted. By means of more tourists’ involvement, the industry of ski tourism is expected to boost vigorously.
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