探討高雄世界運動會之經濟效益-運動支出的改變

台灣第一次主辦國際大型賽事係由高雄市在2009年7月16日至26日主辦之第八屆世界運動會（The World Games，簡稱世運會），主辦世運等賽事能帶來哪些經濟效益是國家政策評估重要的議題，然而經濟效益的評估涵蓋非常廣泛的面向，本研究根據體委會委託專案（陳光復，2010）之問卷調查資料，得到居民和外來遊客的看法，藉以分析主辦世運前後，民眾的觀感有何改變，包括主辦城市或國家形象的提升與運動與消費行為的改變等，以期能做為台灣舉辦其他國際賽事的參考和依據。本研究針對世運會賽前賽後民眾在運動休閒支出占所得比例的差異作為探討的主軸，並採用差異中之差異法 (Difference in Difference method)了解男女不同族群間的行為差異，及賽前賽後所呈現的改變，此研究結果可提供業者更加瞭解政策對運動行銷的效果，瞭解市場走向與區隔，發展針對男性或女性客製化之行銷與服務。

關鍵字

世界運動會；差異中之差異法；運動支出；性別差異

並列摘要

Taiwan's first major international sports events, the 8th World Games, was hosted by Kaohsiung City in 2009 from July 16 to 26. It would be worth noting for the policy makers to know the economic benefits generated by hosting sport events. However, the event impact can be complicated and diversified. This study utilizes the survey data conducted by the government for the World Game economic investigation to obtain the views of the residents and visitors and to compare the differences before and after hosting the games in the public perception about the event or the image of the host city or country. The topic of this study focuses on the change of sports and recreational expenses in the proportion of income before and after the game. The analysis adopts the difference-in-difference (DD) method to reveal the consumption and sport differences between men and women. The results can provide information to the government as well as the sport business units on the policy effect of promoting the sports related markets. Moreover, the gender difference in sport consumption can help the sport industry better understand the market trends and accordingly provide their male and female customers personalized services or marketing policies.