Publication:

2009年世界運動會遊客觀賞動機、體驗行銷與滿意度之研究

台灣於2001年元月起實施週休二日，民眾有更多時間來從事各種不同類型的休閒活動。觀賞運動比賽為民眾休閒的活動之一，可以增進消遣娛樂、調劑身心、紓解壓力。本研究旨在探討2009年世界運動會遊客觀賞動機、體驗行銷與滿意度之關係，共發出500份問卷，有效問卷為473份，有效問卷率為94.6%，並以因素分析、集群分析及迴歸分析等統計方法進行實證分析。研究結果發現，遊客的觀賞動機分別為正向刺激、逃避、娛樂、團體聯繫及家庭。體驗行銷方面分別為賽會體驗、社會體驗、思考體驗、服務體驗及情感體驗。另外，透過迴歸分析發現，多項滿意度皆會受家庭因素及服務因素的影響。本研究結果建議賽會主辦單位未來應致力於提升賽事娛樂性、主打賽會及情感體驗，並改善賽會的品質，加強賽會與人的連結性，吸引更多的遊客，並讓遊客產生難以忘懷的體驗。

Since 2001 Taiwan started to implement two days rest a week, people’s leisure time and leisure activities demand increased. To be a spectator in sports events is one of the leisure activities, which not only increases the entertainment of their recreation, but also provides physical and mental relaxation. The purposes of this study are to explore the relationship of spectator motivation, experience marketing and satisfaction for tourist who attended The World Games 2009. An on-site survey was conducted of visitors attending the World Games 2009, 500 people were asked to complete a questionnaire, and 473 complete replies were obtained, yielding a response rate of 94.6%. The results of this research revealed that the spectators’ motivations are eustress, escape, entertainment, group affiliation.and family The factors of experiences marketing are event experience, social experience, think experience, service experience, and feeling experience. In addition, based on regression analysis, the satisfactions of spectators are affected emotional experience, service experience. This result suggests that games organizers should enhance the entertainment of tournament, and devote themselves to enhance event and feeling experiences, improve the quality of tournament, and strengthen the links of people and tournament, to attract more visitors, and for an unforgettable experience to visitors.