Publication:

運動賽會參與者參與行為、態度與經濟效益評估—以2009年全國運動會為例

本研究主要目的在於瞭解2009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2009年全國運動會經濟效益。以2009年10月24日至29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512份問卷，回收有效問卷420份，有效回收率為82%，並以描述性統計、ANOVA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16至20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，不同身分參與者對賽會態度、籌辦態度、企業贊助態度有顯著差異。

三、經濟影響方面，參賽隊職員平均每日花費2,288.11元、本地觀眾1,128.71元、外縣市觀眾2,044.56元，整體而言每人每日平均消費值為1,820.46元。

The purpose of this study is to examine the 2009 National Athletic Games participants’ characteristic and their impression toward host city, and to estimate the economic benefit through participants’ actural consumption situation. The main research objects are the participants and spectators of 2009 Athletic Games during the week of October 24-29. The method of this research was questionnaire inquiry, and the total questionnaires issued out to were 512, of which 420 effective questionnaires returned. After data collection, statistics, chi-square test were utilized to analyze the data. The findings were as the followings:

1. In participative characteristics, male participants are more than female and most of them are students, aged 16-20. Competitors or team staffs stay five days as the same as Athletic Games. Dining, accommodation and commutation are main expenditure items. Spectators coming from other counties near host city have a high proportion of participating cultural activities and sightseeing in their one-day trip.

2. As to the attitude of spectactor for competition, different participants lead to a significant difference on the attitudes toward competition and sponsorship.

3. As to the economic influence, participants’ average expenses were NT $2,288.11 per day, local spectators’ were NT $1,128.71 per day and some coming from other areas were NT $2,044.56 per day. Overall, the average expenses were NT$1,820.46 per day.