Publication:

2009年高雄世運會舉辦效益之研究

近年來，世界各國紛紛爭取主辦國際綜合運動賽會活動，以作為城市行銷、增加稅收、提振經濟並且用以鼓勵國民信念的重要國家發展略。 　　藉由主辦國際綜合運動賽會，可以從政治效益、經濟效益、與社會效益三個構面檢視整體效益的呈現。然而，即便從過去的文獻當中發現很多舉辦國際運動賽會的成功案例中，還包括了城市景觀的重塑與美化、交通的整頓及規劃、環境污染的整治與綠化，不僅塑造出城市新景及形象的功能，也成就了城市領導者的政治聲望與政績的表現。 　　本研究針對高雄市獲得2009年的世界運動會主辦權，以文獻回顧所獲得的效益評估構面針對台灣民眾參與活動與觀賞賽事的感受與認知，以便利隨機抽樣方式調查700位觀賞的民眾。回收的有效問卷共663份， 統計方法則運用t考驗、單因子多變量變異數分析、以及集群分析等方法驗證本研究的研究假設，經分析後本研究有如下的發現： 壹、遊客對效益影響的特性分析中發現，民眾對於能夠認識非奧運運動項目的同意程度最高，次之則認為主辦單位能否建立形象與知名度是主辦大型運動賽重要的目標。 貳、研究發現在政治、經濟及社會三項效益皆有顯著正相關，表示這三者之間有互動的顯著關係影響。 參、由t考驗發現性別對不同的效益型並無顯著相關，而婚姻對「團結意識」、「城市行銷」與「經濟提振型」三項有顯著的正相關。 肆、由單因子變異數分析中，發現不同年齡、教育程度、職業、平均月收入、居住地等變數對「執政能力」與「城市行銷」都有顯著的正相關。 伍、不同效益構面之間的相關性都呈現顯著的正相關，只有「團結意識」與「環境負擔」；「城市行銷」與「經濟提振」；「城市行銷」與「環境負擔」未達顯著之相關，顯示遊客對所關心的課題中可能由於關注的焦點不同所致。 陸、運用集群分析可以將遊客分成注重城市發展的「城市優越型」、支持運動發展的「支持運動型」與享受文明環境的「美化環境型」。 柒、研究發現城市優越型的遊客對整體效益有顯著的正相關，「支持運動型」與「美化環境型」則僅在其所關注的課題上顯示有密切的關係存在。 根據分析結果，本研究不僅對相關舉辦國際綜合運動賽會提出三項建議，亦對此議題提出後續研究之建議。

In recent years, various countries strove for to sponsor the Mega-sport event, It is for the urban marketing、increased the tax revenue、to raise the economy, and encourage the people’s faith. 　　Because of the sponsor Mega-sport event may from the political、economic and social benefit, the three dimensions to inspect overall benefit present. However, even if from past literature discovered that conducts in the Mega-sport event 's successful case, not only molds the urban new scenery and the image function, but also has included urban landscape, transportation reorganization and the environmental pollution improvement. In the other hand also achieve city leader's political prestige and performance. 　　Kaohsiung city sponsor The World Games 2009, this study wants to approach the visitor’s Cognition. After literature review, This study used questionnaire to investigate by random sampling way. Totally, get 663 questionnaires back after investigates 700 vistors. The statistical method using t- test、One-way ANOVA, Canonical Analysis, cluster analysis. after analysis this research has the following discovery: 1.The most of tourists think can know the non-Olympic Games movement project are the highest agreement degree in the benefit Characteristics.The next best thought which was the city-image and the Awareness. 2.The research discovered that the dimensions exit in politics、economy and the social benefits all has significance level,also have the interactive relational influence to each dimension . 3.According the t-test, discovery sex factor to the different benefits didn’t appear significance level. but the marriage factor appear significance level to “unity consciousness”, “the urban marketing” and “the economy inspires” three items. 4.Different age, educational level, occupation, monthly income, residence and other variables on the "ruling ability" and "city marketing" have a significant positive correlation. 5.Different benefit correlation between the dimensions are significant positive correlation, only the "sense of unity" and "environmental burden" "city marketing" and "economic boost" "city marketing" and "environmental burden" not significantly related, showing visitors the concern may be due to a difference because the focus of attention. 6.The use of cluster analysis can be divided tourist into "Urban excellent model"、"Sport supporting model" and "Urban landscape mode." 7.The research discovered that the “Urban excellent model” have a significant positive correlation to the overall benefit dimensions," Sport supporting model " and " Urban landscape mode " is only an issue of concern in which they show a close relationship exists. According to the result, not only organize Mega-sport event will be on the proposal, but also offers suggestions for future research on this topic.