大型賽會場館設施之利益關係與衝擊認知對效益認知之影響研究－以2009年高雄世界運動會為例

A Study of the Relationship between the Interest Association, Perceived Impacts and Benefits Cognitive of Mega Sport Event Venue Facilities in Taiwan: A Case of the 2009 Kaohsiung World Games

10.6214/JSRM.201012_7(2).0003

劉照金(Chao-Chin Liu)；張伊蓉(Yi-Jung Chang)

運動賽會 ； 運動場館設施 ； 利益關係 ； 衝擊認知 ； 效益認知 ； mega sport event ； venue facilities ； interest association ； perceived impacts ； benefits cognitive

運動休閒管理學報

7卷2期（2010 / 12 / 01）

30 - 41

繁體中文

本研究目的為探討高雄市民對2009年世界運動會主體場館設施之利益關係、衝擊認知對賽會效益認知之影響。本研究方法為參考相關文獻編製「運動賽會主體場館設施之利益關係、衝擊認知及效益認知量表」為工具，以高雄當地居民為研究對象，共發出620份問卷，回收有效問卷549份，所得資料經分析結果如下： （一）當地居民對主體場館設施之利益關係及衝擊認知與效益認知有顯著相關； （二）當地居民對主體場館設施的效益認知可由經濟衝擊認知、涉入程度、社會文化衝擊認知及經濟依賴四因素來解釋，其中以經濟衝擊認知因素之解釋量為最高，其次為涉入程度、社會文化衝擊認知兩因素，經濟依賴因素則最低。綜合結論，大型賽會舉辦地居民對賽會主體運動設施的利益關係及衝擊認知與效益認知有正向關係，利益關係與衝擊認知越高者，其效益認知則越高，尤其經濟衝擊認知對居民的效益認知影響最大，顯示加強居民與賽會主體運動設施的利益關係及正向賽會衝擊之行銷，有助於當地民眾對賽會主體運動設施之效益認同。

The main purpose of this study is to investigate the relationship between the interest association, perceived impacts and benefits cognitive of newly constructed venues for the 2009 World Games on local businesses, as well as the possible positive and negative impacts on local residents. For this study, information derived from relevant literature was used in addition to our main research methods which utilized the ”Impact of Sporting Events Calculation Model” and the ”Perceived Benefits of Main Event Venues Calculation Model”. Our target research group comprised of residents of Kaohsiung City living in close proximity of the new sports events venues. A total of 620 questionnaires were dispatched from which 549 usable questionnaires were collected and the resulting data is as follows: 1) The interest association and benefits cognitive were closely related to the perceptions of local residents. 2) The perceived impacts and benefits cognitive were also closely liked to the perception of the local residents of the newly constructed sports venues. 3) The total perception of local residents on the benefits cognitive of the venues constructed for the 2009 Kaohsiung World Games could be said to be based on the following factors, presented here in descending degree of importance: perceived economic impact, level of involvement, perceived social and cultural impact and economic dependence. The conclusion of this study is that for local residents the benefits cognitive of the 2009 Kaohsiung World Games is closely related to their interest association and perceived impacts of newly constructed venues and of the events themselves. Thus, active and effectively organized promotion and public information campaigns can have a great, positive impact on public perception of newly constructed sports facilities as well as the events they are designed to host.

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