2013臺北國際馬拉松賽會之城市行銷策略與城市形象效益分析

The Effect of Hosting the 2013 Taipei International Marathon on Taipei's City Image and its City Marketing Strategies

郭育華(Yu-Hua Kuo) ； 楊啟文(Chi-Wen Yang) ； 林曜聖(Yao-Sheng Lin) ； 李國維(Kuo-Wei Lee)

《臺灣體育運動管理學報》 15卷1期 (2015/06) Pp. 45-62

https://doi.org/10.6547/tassm.2015.0003

摘要

本研究目的在於探討2013臺北國際馬拉松的城市行銷策略與城市形象效益。研究方法採用混合研究方法，利用觀察與訪談來收集主辦城市的城市行銷策略，運用問卷的發放來收集城市形象，問卷採前、後測設計，抽樣的方式為立意抽樣，樣本對象為參加臺北國際馬拉松的民間長跑團體，於賽前一周發放前測問卷，在賽會當天完賽後回收後測問卷，有效問卷回收率為87.7%，並以描述性統計與相依樣本t檢定進行統計分析。研究結果顯示：一、2013臺北國際馬拉松主辦城市有採用形象行銷、吸引力行銷、基礎建設與民眾行銷四項行銷策略；二、運動賽會的舉辦對於城市形象有正面的影響，分析結果顯示賽後的「經濟效益」與「環境影響」比賽前的「經濟效益」與「環境影響」顯著性的高，代表運動賽會的正面形象可能有轉移至主辦城市。為了維持甚至提高主辦城市之效益，本研究提出以下建議：一、增加宣揚城市績效之城市行銷；二、結合城市獨特性於活動標誌；三、增設更多的賽會周邊活動。

關鍵字

運動行銷 ； 城市行銷 ； 城市形象 ； 形象轉移 ； 賽會效益

並列摘要

The purpose of this study was to investigate the effect of hosting the 2013 Taipei International Marathon on Taipei’s city image and explore its city marketing strategies for this marathon. This study used a mixed-research approach. Observation and interviews were used to determine Taipei’s marketing strategies. Questionnaires with pretest–posttest designs were used to determine Taipei’s city image. Purposive sampling was adopted, and the sampled people were running-club members who participated in the 2013 Taipei International Marathon. The pretest questionnaire was delivered 1 week prior to the beginning of the event, and the posttest questionnaire was collected after the participants completed the marathon. The valid recovery rate was 87.7%. Descriptive statistics and an independent-samples t test were used to analyze the data. The results revealed that Taipei adopted a variety of city marketing strategies, including image marketing, attraction marketing, infrastructure marketing, and people marketing. In addition, hosting a sporting event positively affects city image. The results indicated that post-event economic and environmental impact are significantly greater than pre-event economic and environmental impact. This implies that positive images of sporting events may transfer to host cities. To maintain or enhance the benefits of sporting events for host cities, we suggest (1) emphasizing city marketing strategies in advocating for effective city government performance; (2) integrating unique city features into city marketing; and (3) combining additional peripheral events with the main sporting event.

並列關鍵字

sport marketing ； city marketing ； city image ； image transfer ； event effectiveness

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