The Study of the Impact of Fans Consumer Motivation and Loyalty on Travel Intention

• Main Authors: Tsai,I-Huan, 蔡宜寰
• Other Authors: Chen,Chia-Yu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/73462845512200077503

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 104 === This study is to disscuss whether the motives of sports whould occur after the fans` watching Jermery Lin`s or Wei yi Chen`s ball games in order to explore the impact on the loyal fan`s travel intention. The applied approach is conducted with 201 valid random questionnaires from those fans with certain loyalty in 3 sports bar located in Taipei city. The result reveals that it is crucially relevant among the motives of sports, shopping motives, loyalty and travel intenton to the more positive. Sports fans consumer motivation has sinficant positive impact on the motives of sports; the motives of sports likewise have loyalty pastive influence on loyalty; loyalty has extremely pastive effect on travel intention to addition, among these foctors, sports fans motivation has great impact on mine, aesthetic, interest in team, friends bonding, role model, interest in player, escape, interest in team, team knowledge, vicarious achievement, socialisation influencing shopping motives. Last, base on the study to provide suggestion to sports related industry and tourism. For instance to increase the portion of female active device on the market; All for ball clubs, to issue Althele-star news will draw the fans` atteation, which will as well generate their motives to purchase more products; travel Industry can pay more concerns on the social network and news of ball clubs, even go future to forward those news in order to increase. Althele-stars exposure, which will certainly strengthen fans` loyalty and purchase related product to root for the clubs.