過去文獻已建立旅遊徑路型態(Travel Career Pattern, TCP)理論，但鮮少被使用在實際研究中，為彌補此研究上的不足，本研究嘗試以旅遊徑路型態來探討網球參與者參加比賽的動機。研究基於Pearce的TCP理論的14個面向，並以Deci & Ryan 成熟的自我決定論來解釋動機的內外在屬性。研究對象將採用中華民國網球協會以及蓬勃網球運動所舉辦的比賽或其他業餘賽事的參賽選手。研究資料採用在臉書的網球社群以及批踢踢實業坊上發布的網路問卷。研究使用集群分析來區分參賽者的動機取向，使用多變量變異數分析以及判別分析探討動機在參賽者的背景變項的差異。最後使用階層迴歸分析探討業餘網球選手的動機如何影響消費行為。研究發現業餘網球選手會分為高動機集群和低動機的集群。結果部分支持TCP理論，自我發展是驅使業餘網球選手參賽的最高動機。認同感、自我發展以及關係強化動機顯著解釋消費行為。期望將研究結果提供主辦單位參考。

The current study recognizes a lack of research on travel career patterns (TCP) through the conceptual framework that has been well established academically. The purpose of this study is to explore the motives of amateur tennis players based on the theoretical concept of the TCP. The 14 motivation factors of the travel career approach were explained by the self-determination theory based on Deci and Ryan. The subjects are players attending the amateur tennis games held by the Chinese Taipei Tennis Association and the Integration Sports company or other amateur tennis games. Questionnaire surveys were collected online in tennis-related groups on Facebook and PTT, one of the largest bulletin board systems in Taiwan. Cluster analysis was used to group different participants based on the 14 motivation factors. MANOVA and discriminant analysis were used to examine how the motives of amateur tennis players differed based on their demographic variables. Hierarchical regression analysis was used for consumer behavior. Findings show that amateur tennis players can be divided into high and low motivation groups. The findings partly support the TCP. Personal development is the most important factor driving amateur tennis players to participate in tennis competition. Recognition, personal development, strengthening relationships and the number of games played in a year significantly explained consumption behaviors. Discussions and implications for marketing strategies are offered for tennis event organizers and future studies.

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