-
精確檢索 : 冠狀病毒
-
模糊檢索 : 冠狀病毒
-
冠狀病毒感染冠狀病毒疾病
-
查詢出版品: 冠狀病毒
Read this ↓
- Journals
面對COVID-19疫情運動健身場館業之經營策略：運動創業家精神理論之應用
Marketing Strategies for Sports and Fitness Industry's Response to the COVID-19 Pandemic: Application of Sports Entrepreneurship Theory
Abstracts
由於COVID-19疫情導致運動健身場館關閉，消費者對室內運動的風險認知增加，使傳統營運模式受限，面臨轉型的挑戰與壓力，亟需探索創新策略來適應新常態。本研究目的以運動創業家精神理論為基礎，構建適合臺灣運動健身場館業的「運動創業家精神量表」，分析其構面間的相互關係，提供穩定市場的經營策略依據。首先，對29位臺灣運動中心高階經理人進行問卷調查，以修正式德爾菲法（modified Delphi method）確立量表的穩定性和一致性。其次，邀請18位健身場館業者和運動管理學者，透過決策實驗室分析法分析運動創業家精神四大構面間的相互影響關係與強度，探討疫情下運動健身場館的經營策略。結果顯示運動創業家精神量表涵蓋創新、主動、風險承擔和合作四大構面及十一項具體題項。其中，主動和創新為原因構面，風險承擔和合作則作為結果構面。運動健身場館業面對外部環境的危機管理，其資源投入的策略思維，依序為主動、創新、合作和風險承擔。本研究結論認為，運動健身場館業在面對疫情外部衝擊時，應優先強化主動性和創新能力，並結合風險承擔與合作，提升整體韌性與績效表現，不僅豐富運動創業家精神理論的實踐意涵，亦為產業制定應對未來挑戰的策略，有助於維持市場競爭力。
Parallel abstracts
Due to the COVID-19 pandemic led to sports and fitness centers closure and increased consumer risk perception of indoor activities, which restricted traditional business models and presented challenges and pressures for transformation. This situation highlights the need for innovative strategies to adapt to the new normal. The purpose of this study is to develope a "Sports Entrepreneurship Scale" for Taiwan's sports and fitness industry, based on the sports entrepreneurship theory. It analyzes the interrelationships among its dimensions and provides a foundation for business strategies to stabilize the market. First, a questionnaire survey was conducted with 29 senior managers of sports centers in Taiwan, employing the modified Delphi method to establish the scale's stability and consistency. Secondly, using the decision laboratory analysis method, 18 fitness center owners and sports management scholars were invited to examine the mutual influence and intensity among the four major dimensions of sports entrepreneurship to explore their business strategies in the sports and fitness industries sector amid the epidemic. The results indicate that the Sports Entrepreneurship Scale encompasses four dimensions and eleven items: innovation, initiative, risk-taking, and cooperation. Among these, initiative and innovation serve as the causal dimensions, while risk-taking and cooperation function as the outcome dimensions. This study concludes that in response to the external impact of the epidemic, the sports and fitness industry should prioritize enhancing its initiative and innovation capabilities while integrating risk-taking with cooperation to boost its overall resilience and performance. This not only enriches the practical implications of the theory of sports entrepreneurship but also assists the industry in developing strategies to tackle future challenges, ultimately helping to maintain its market competitiveness.