Publication:

運動賽會參與者參與行為、態度與經濟效益評估—以2007年全國運動會為例

本研究主要目的在於瞭解2007年全國運動會參與者的參與特性和對於主辦城市觀感態度，並透過參與者實際消費情形推估2007年全國運動會經濟效益。以2007年10月20日至24日賽會舉辦期間進行問卷調查，以比賽現場參賽隊職員、本地觀眾及外縣市觀眾為研究對象，共計發放500份問卷，回收有效問卷389份，有效回收率為78%，並以描述性統計、卡方考驗(chi-square test)進行統計分析，經分析與討論後得到以下結論：

一、參與特性方面，參與者以男性居多、年齡分布為21至25歲、職業以學生為主，參賽隊職員停留天數為5日約與賽會舉辦天數相同，消費項目以餐飲、住宿、交通為主；外縣市觀眾以來自臨近縣市且當天往返，參與周邊文化活動及景點觀光的比例較高。

二、賽會觀感態度方面，對籌辦、賽會、企業贊助皆給予正面肯定的態度。

三、經濟影響方面，參賽隊職員平均每日花費1,554.91元、本地觀眾742.64元、外縣市觀眾1,538.80元，經投入產出分析後發現所創造經濟效益為2.3倍。

The purpose of this study examined the 2007 National Athletic Games participants’ characteristic and their impression toward host city. Therefore, take the participants and spectators of 2007 Athletic Games during the week of October 20-24 as the main research object, mainly aims at participants’ practical consumption situation to estimate economic benefit of 2007 Athletic Games. The method of this research was questionnaires inquiry, the total questionnaires issued out to were 500, of which, 389 effective questionnaires returned. After data collection, statistics, chi-square test were utilized to analyze. The findings were in the followings:

1.In participative character, male participants is more than female and more of them are students, aged 21-25. Competitors or team staffs stay five days as the same as Athletic Games. Dining, accommodation and commute are main expenditure items. Spectators coming from outer counties near host city have a high proportion of participating cultural activities and sightseeing in their one-day trip.

2.Participants give a positive appraisal to host city, sport event and business sponsor.

3.The part of economic influence, participants’ average expenses were NT $1,554.91 dollars per day, local spectators’ were NT $742.64 dollars per day and some came from other areas were NT $1,538.80 dollars per day. Data analysis follows an I/O table, multiplier benefit is 2.3.