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鐵人三項運動賽會參賽者體驗行銷與賽會目的地意象相關研究

摘要


本研究以鐵人三項運動賽會參賽者體驗行銷與賽會目的地意象相關為研究主題,並以2017年LAVA鐵人賽臺南馬沙溝站運動賽會參賽者為研究對象,共計回收有效問卷304份,有效問卷率為86%,以描述統計、單因子多變量及典型相關分析結果。本研究發現:一、參賽者體驗行銷現況之感受程度高低依序為:情感體驗、行動體驗、關聯體驗、感官體驗及思考體驗;二、參賽者賽會目的地意象現況之感受程度高低依序為:賽會目的地意象吸引、賽會目的地意象規劃、賽會目的地意象體驗、賽會目的地意象環境及賽會目的地意象服務;三、參賽者之年齡及參賽次數會影響其對該賽會體驗行銷感受;四、利用典型相關分析得到典型相關係數.811,故體驗行銷與賽會目的地意象間有顯著相關,即賽會體驗行銷感受正向影響賽會目的地意象認知。根據本研究之結論提供以下建議供參考:1.主辦單位可成立女性相關的鐵人三項運動團體與俱樂部,宣導女性運動的觀念或者可對女性參賽者作創新賽事的規劃;2.針對曾經參加過此項賽會的參賽者提供再次報名降低報名費之促銷方案;3.主辦單位可針對不擅長游泳項目或是體力無法支撐標準距離的參賽者策畫賽前訓練班;4.可藉由賽會的粉絲團宣傳各類體驗活動或分享運動常識及賽前小叮嚀,提升參賽者對於賽會的印象;5.主辦單位應結合當地觀光,並與當地的商家做結合,讓參賽者在賽後可順道帶家人一同旅遊,增加其參賽的意願。

並列摘要


This study was focused on the relationship between experiential marketing and destination image of the participants of LAVA triathlon competition Tainan Mashagou Station in 2017. Total of 304 valid questionnaires were collected, and the effective questionnaire was 86%. Data were analyzed by descriptive statistic, one-way MANOVA and canonical correlation. The study found that: First, the participants experiential marketing in order: 'Feel' was the highest, followed by 'Act', 'Relate', 'Sense' and 'Think' among 5 factors of experiential marketing; Second, The level of the participants destination Image in order: 'attract' was the highest, followed by 'planning', 'experience', 'environment' and 'service' among 5 factors of destination Image; Third, Participants of the age and the number of entries that will affect the tournament experiential marketing experience; Fourth, Canonical correlation coefficient were .811 that has been applied to Canonical correlation analysis, there were significant relationships between all the parameters of experiential marketing and destination image, and the experiential marketing will positively influence the perception of destination image. According to the conclusions of the study, the following suggestions are provided: First, The organizers can set up groups of women related to the sport of triathlon with the club, promote the concept of women's sports or plan for innovative competitions for female contestants; Second, the organizer can provide a promotion scheme for the participants who have participated in the event once again to lower the registration free; Third, The organizers can plan pre-match training courses for participants who are not good at swimming or who are unable to finish the standard distance; Fourth, to promote various types of experience activities through the game or share sports knowledge and pre-match tips to enhance the participants' impression for the game by the fan group; Fifth, the organizers should combine local sightseeing and businesses to allow participants to travel with their families together after the game , and increase their willingness for participation.

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