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
| dc.contributor.advisor | 黃錦煌 | |
| dc.contributor.advisor | Huang Chin-Huang | |
| dc.creator | 侯欣圻 | |
| dc.creator | Hou, Hsin-Chi | |
| dc.date | 2010 | |
| dc.date.accessioned | 2017-02-27T06:29:42Z | |
| dc.date.accessioned | 2025-07-30T15:30:01Z | |
| dc.date.available | 2017-02-27T06:29:42Z | |
| dc.date.issued | 2017-02-27T06:29:42Z | |
| dc.description | 學位類別：碩士 | |
| dc.description | 校院名稱：國立台灣體育大學 | |
| dc.description | 系所名稱：運動管理學系碩士班 | |
| dc.description | 學號：19705011 | |
| dc.description | 畢業學年度：98年 | |
| dc.description | 論文頁數：114頁 | |
| dc.description.abstract | 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。 | |
| dc.description.abstract | 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. | |
| dc.description.tableofcontents | 目 次 第壹章 緒論……………………………………………………………1 第一節 研究背景與動機……………………………………………1 第二節 研究目的……………………………………………………4 第三節 研究問題……………………………………………………4 第四節 研究範圍與研究流程………………………………………5 第貳章 文獻探討………………………………………………………7 第一節 世界運動會概述……………………………………………7 第二節 觀賞動機……………………………………………………11 第三節 體驗行銷……………………………………………………19 第四節 顧客滿意度…………………………………………………27 第五節 觀賞動機、體驗行銷與滿意度相關研究…………………29 第参章 研究方法與研究設計…………………………………………31 第一節 研究架構……………………………………………………31 第二節 研究假設……………………………………………………32 第三節 問卷設計與抽樣……………………………………………33 第四節 研究工具……………………………………………………34 第五節 資料分析方法………………………………………………46 第肆章 研究結果與討論………………………………………………48 第一節 遊客之特性分析……………………………………………48 第二節 遊客觀賞動機認知分析……………………………………53 第三節 遊客體驗行銷認知分析……………………………………65 第四節 遊客滿意度認知分析………………………………………76 第五節 遊客觀賞動機、體驗行銷與滿意度之關係………………79 第伍章 結論與建議……………………………………………………89 第一節 結論…………………………………………………………89 第二節 建議…………………………………………………………95 參考文獻…………………………………………………………………97 一、中文部分…………………………………………………………97 二、英文部分…………………………………………………………100 | |
| dc.format.extent | 644558 bytes | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.uri | https://ir.ntus.edu.tw/handle/987654321/70977 | |
| dc.language | zh-TW | |
| dc.publisher | 運動管理學系碩士班 | |
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| dc.subject | 世界運動會;觀賞動機;體驗行銷;滿意度 | |
| dc.subject | The World Games 2009;Spectator motivation;Experience marketing;Satisfaction | |
| dc.title | 2009年世界運動會遊客觀賞動機、體驗行銷與滿意度之研究 | |
| dc.title | A Study of Spectator Motivation, Experiential Marketing and Satisfaction for Satisfaction the World Games 2009 | |
| dc.type | thesis | |
| dspace.entity.type | Publication |
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