陳裕鏞Chen, Yue-Yawn2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71299學位類別：碩士校院名稱：國立臺灣體育運動大學系所名稱：體育研究所學號：10001126畢業學年度：101年論文頁數：93頁　　金門在兩岸關係和緩後，成為了兩岸交流的模範縣，這一連串的邊界開放，不僅對台灣和中國大陸深具意義，而對金門本身更產生了社會、經濟上轉變，而在認知與思想上也與以往大不相同。 　　本研究以金門長泳活動為個案，分析利用體育活動進行城市行銷效果之研究，藉由個案研究法探討體育活動之服務行銷設計，歸納體育活動促進城市觀光之關鍵成功因素。 　　本研究在研究對象發展的實際生命週期內，對個案現象進行研究，運用專家訪談法，進行資料搜集及分析比較。研究結果發現，不同之「服務提供者」、「服務過程」、及「服務地點」可提升服務品質之有形性、可靠性、反應性、保證性及關懷性，不同之服務對象則可提升服務品質之有形性、保證性及關懷性。而金門長泳活動可改變對金門之認知及觀光意願，但對金門之態度則受長期以來印象之影響，故改變不大。最後本研究之研究結論對政府、觀光及相關產業提出建議，以及未來研究方向之參考。　　After the relationship has been eased between Taiwan and China, KinMeng has become a model county that promotes the interrelation of the two countries, and this series of opening up borders has, not only meaning a lot for Taiwan and China but also changing the KinMeng’s society and economy, shifted people there in the way of their awareness and thinking. 　　This research takes long distance swimming activity as an example, analyzing the effectiveness of using athletic activities to promote the city, discussing service marketing design of athletic activities by adopting case study, and inducting the successful factors of an athletic activity that trigger the tourism of the city. 　　This research has, in the duration of the actual development stage, adopted professional interview to proceed with the targeted case study as well as data collection, analysis and comparison. The result shows that different “service provider”, “service procedure”, and “service location” can enhance the shaping, liable, responding, ensuring and the sympathetic characteristics of the service, while different service takers can enhance the shaping, ensuring and sympathetic characteristics of the service quality. The long distance swimming activity can change the acknowledgement of and the willingness to travel to KinMeng, but the attitude towards KinMeng has long been influenced by tits stereotype image and hence has very little change. At the end this research lists some concluding suggestions for the government, tourism and related industries, as well as some reference for future study.目　次 第一章　緒論……………………………………………………………1 第二章　文獻探討………………………………………………………7 第三章　研究方法………………………………………………………28 第四章　研究結果與討論………………………………………………46 第五章　結論與建議……………………………………………………65 參考文獻…………………………………………………………………72 附錄………………………………………………………………………771364325 bytesapplication/pdf金門長泳活動、運動觀光、城市行銷、3P+C整合型服務分類模式金門長泳活動;運動觀光;城市行銷;3P+C整合型服務分類模式KinMeng long distance swimming activity;athletic tourism;city marketing;categorized mode for 3P plus C integrated servicethesis