论文总字数：25705字

摘 要

本文以上海网球大师赛为例，对影响我国体育赛事旅游吸引力的要素进行了研究分析。

首先，以“感知赛事旅游服务质量”、“体育赛事旅游者满意度”、“体育旅游消费决策行为”等相关研究作为理论基础，推理归纳出5个可能影响“体育赛事旅游整体吸引力”的维度及其相应的衡量指标，并据此提出研究假设，构建理论模型。

其次，根据理论模型设计探究“上海网球大师赛”旅游吸引力影响要素的调查问卷，并发放于其旅游者或潜在旅游者。运用SPSS 23.0软件对问卷采集到的数据进行极端值处理，在此基础上对数据进行描述性统计，分析样本特征。之后运用探索性因子分析和多元线性回归验证假设，得出以下5个结论：

“比赛质量”对“体育赛事旅游的吸引力”存在显著性影响；

“成本因素”对“体育赛事旅游的吸引力”有显著性影响；

“赛事延伸产品”对“体育赛事旅游的吸引力”有显著性影响；

“赛事氛围环境”对“体育赛事旅游的吸引力”有显著性影响。

不能证明“赛事服务质量”对“体育赛事旅游的吸引力”有显著性影响。

最后，基于上述四个“有显著性影响”的结论，针对性地提出增强“体育赛事旅游吸引力”的一系列建议和措施。

关键词：体育赛事旅游，旅游吸引力，网球，上海网球大师赛

ABSTRACT

Taking the Shanghai Tennis Masters as an example, this paper studies and analyzes the factors affecting the tourism attraction of China's sports events.

First of all, based on the relevant researches about “Perceived service quality of event tourism”, “Satisfaction of sport event ” and “The decision-making behavior of event travelers”,five possible factors and their corresponding metrics that may affect the overall attraction of sports tourism were concluded.Based on this,research hypotheses and theoretical models were put forward .

Secondly, according to the theoretical model design questionnaire to explore the factors affecting the tourism appeal of “Shanghai Tennis Masters”, and distribute it to its tourists or potential tourists. The SPSS 23.0 software was used to process the extreme values of the data collected by the questionnaire. Based on this, descriptive statistics were performed on the data and the sample characteristics were analyzed. Then, using exploratory factor analysis and multiple linear regression to validate the hypothesis, the following four conclusions are drawn:

“Quality of Competition” has a significant impact on “The attraction of sports events”;

“Cost factor” has a significant impact on “The attraction of sports events”;

“Event extension products” have a significant impact on “The attraction of sports events”;

The “Event atmosphere” has a significant impact on “The attraction of sports events”.

It cannot be proved that “ Quality of the event service” has a significant impact on “The attraction of sports events”.

Finally,considering the above four conclusions which have significant influence, a series of suggestions and measures to improve the tourism attraction of sports events were proposed in a targeted manner.

KEY WORDS:sports event tourism,tourism attraction,tennis,Shanghai Tennis Masters

目 录

第一章 前言 1

1.1研究背景 1

1.2研究目的及意义 1

1.3研究对象及研究方法 2

1.3.1研究对象 2

1.3.2研究方法 2

第二章 文献综述 4

2.1相关概念界定 4

2.1.1体育旅游 4

2.1.2赛事旅游 5

2.2国内外研究概况 5

2.2.1国内学术研究概况 5

2.2.2国外学术研究概况 6

第三章 研究设计与过程 7

3.1研究假设与概念模型 7

3.1.1研究假设的提出 7

3.1.2概念模型的构建 7

3.2问卷设计 9

3.2.1问卷的制定 9

3.2.2问卷的发放与回收 9

第四章 数据分析与结果 11

4.1样本特征分析 11

4.2问卷信度检验 12

4.3问卷效度检验和概念模型验证 13

4.4多元线性回归分析 16

第五章 结论分析与建议 18

5.1结论分析 18

5.1.1“比赛质量”对“体育赛事旅游的吸引力”有显著性影响 18

5.1.2“成本因素”对“体育赛事旅游的吸引力”有显著性影响 18

5.1.3“赛事延伸产品”对“体育赛事旅游的吸引力”有显著性影响 19

5.1.4“赛事氛围环境”对“体育赛事旅游的吸引力”有显著性影响 19

5.2建议 20

5.2.1持续巩固比赛吸引力优势 20

5.2.2继续扩大成本吸引力优势 21

5.2.3着力提升赛事延伸产品吸引力 22

5.2.4重视赛事氛围环境的营造 24

5.3不足和未来研究方向 25

参考文献 26

附录 28

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