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日月潭國際萬人泳渡嘉年華社會效益之探討
Social Benefits of the Sun Moon Lake International Swimming Carnival
摘要
目的：本研究旨在了解日月潭國際萬人泳渡嘉年華社會效益，探討日月潭鄰近區域居民對此賽事社會效益的看法。方法：本研究採問卷調查法，經過文獻探討後自編問卷且邀請運動賽事學者協助檢視，社會效益量表涵蓋26個題目，問卷發放區域涵蓋埔里、魚池、集集與水里等鄉鎮，回收有效問卷為309份，經過因素分析後提出四個社會效益構面，包括對外宣傳、在地融合、帶動建設及充實文化等。結果：本賽事的社會效益可區分為四個構面，而在地居民認為最高的是對外宣傳、最低的則是帶動建設。針對賽事參與及態度方面，曾經觀賞賽事者接近四成，而關心及支持者的比例分別為43%及48%。同時，部份背景變項在社會效益、賽事觀賞行為等皆有顯著差異。結論：受限於短期賽事的限制，對於在地可能帶來的經濟成效較不明顯，反之，這個超過四十年的賽事畢竟也累積一定的知名度。再者、賽事支持及關心程度似乎並未與其賽事知名度相等，辦理地區受訪者對於賽事的支持與關心程度也比較保守。受惠於地利之便，辦理地區的觀賞比例高於鄰近地區。另外，結果指出越支持及關心賽事者對於賽事的社會效益也更為認同，特別是在地認同層面。本研究亦針對未來籌辦實務及研究方向提出建議。
並列摘要
Purpose: This study examined the social benefits of hosting the Sun Moon Lake International Swimming Carnival as perceived by local residents. Methods: On the basis of a comprehensive literature review and a content validity assessment by an expert panel, a preliminary scale with 26 items was developed to assess the social benefits of this event. Residents (N = 309) in the hosting region, representing the towns of Puli, Yuchi, Jiji, and Shueili, participated in a survey. Results: Four dimensions relating to the perceived social benefits emerged: external publicity, community integration, urban reconstruction, and cultural enrichment. These dimensions were revealed to be significantly (p ＜ .05) predictive of residents' overall support for hosting and attending the event. The weighted mean values were calculated, with external publicity ranked the highest and urban reconstruction the lowest. Notably, more than 40% of respondents demonstrated strong support for the event, although a lower number actually attended the carnival. Conclusion: The results were as expected because this long-standing event has already gained a high level of recognition nationwide. However, economic benefits were not regarded as one of the social benefits of this event, which is the main limitation of any sporting event of short duration. Second, because of the proximity of the event, respondents living in the township that hosts the event were the most likely to watch it, but they did not express more interest in the event than residents of neighboring townships. Third, the greater the respondents' support for the event was, the greater the benefits they perceived, particularly in terms of community integration. This paper presents some suggestions for event organizers and the academic community.