Applying the Theory of Planned Behavior to Explore the Behavioral Intentions of Taiwanese People Participating Sport Tourism Abroad

• Main Authors: LAI,YING-JIA, 賴英嘉
• Other Authors: CHENG,KUEI-MEI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/88341773662606863099

碩士 === 國立臺灣體育運動大學 === 運動事業管理學系碩士班 === 104 === Based on the theory of planned behavior (TPB), the aim of this study is to develop a behavior pattern regarding Taiwanese people in sport tourism abroad, by discussing the various behavior intentions (BI) affected by different attitudes (AT), subjective norms (SN) and perceived behavioral controls (PBC). This study adopted the questionnaire survey method, whereby the researcher issues questionnaires in the way of purposive sampling to 350 Taiwanese travelers who are 18 years old and above. After eliminating invalid questionnaires, the researcher received 313 valid ones for a valid rate of 89.43%. The results of the study are presented as follows: The demographic statistics of the survey: regarding the gender of the subjects, 180 of them are male; regarding the age, 235 of them are between 19 and 30 years old; regarding occupation, 173 of them are students; regarding the amount of the expense while traveling, 186 of them are between $10,001 and $20,000; regarding the days of staying abroad, 190 of them are between 4 and 7 days; and regarding the living region of the subjects, 130 of them come from Northern Taiwan; 1.There was a significant gender difference in behavioral intentions of sports tourism in Taiwanese people abroad. However, there were no significant differences among background variables (age, occupation, days of staying abroad, living region) in the behavioral intentions of Taiwanese people participating sports tourism abroad. 2. The AT has a significant influence on the BI; 3. The SN does not have a significant influence on the BI; and 4. The PBC has a significant influence on the BI.