運動賽會的經濟影響評估－2017全國大專院校運動會在臺大為例

The Economic Impact of Sport Events-A case study of 2017 National Intercollegiate Athletic Games in NTU

卓儀涵(I-Han Cho) ； 謝瑞萍(Jui-Ping Hsieh) ； 呂祐華(Yu-Hua Lu)

《運動管理》 41期 (2018/07) Pp. 23-37

摘要

一場運動賽事，可為主辦單位或舉辦城市帶來許多層面之經濟與社會等多方影響。因此，舉辦一場賽事可帶來多少效益是為一值得探討之議題。在臺灣，全國大專院校運動會是國內頗具規模的三大賽事之一，本研究即以2017年第47屆全國大專院校運動會進行個案探討。目的：本研究欲瞭解承辦全國大專院校運動會，能為主辦單位引發多少的經濟效益：首先，第一為預估本次賽會之參與者和觀賞者於賽事期間每天的花費項目與數目之探討，並探究該賽事的贊助效益；第二，為瞭解本次主辦單位國立臺灣大學學生，對於這次學校舉辦此項賽事的滿意度探討。方法：本研究之經濟效益與學生滿意度採問卷調查法進行資料蒐集，以便利取樣方式進行抽樣，經濟效益之研究為賽事舉辦期間，在各個比賽場地針對參與者及觀賞者調查；學生滿意度研究於賽事結束兩星期後，針對國立臺灣大學的學生進行調查；此兩項研究使用描述性統計進行資料分析；贊助效益係向本次賽會之執行委員會收集第一手資料後進行探討分析。結果：本研究結果顯示，每人每天平均主要花費為「住宿」項目；學生的滿意度基本上呈現「滿意」之狀態。結論：舉辦一場運動賽事為國立臺灣大學一定程度之經濟影響，其中包含有形的與無形之影響，並期望本研究結果能夠為未來承辦單位做為參考。

關鍵字

運動賽會 ； 經濟影響 ； 大專校院運動會

並列摘要

Hosting a sports event could bring about many kinds of economic and social impact to the host and the host city. Therefore, the benefits and impacts of hosting a sport event become a popular issue in recent years. National Intercollegiate Athletic Games is one of the represent sports events in Taiwan. The research would adopt the 47th National Intercollegiate Athletic Games which host in National Taiwan University in 2017 to engage a case study. Objectives： The study tends to explore a National Intercollegiate Athletic Games could bring how many economic impacts to the organizer. First, the purpose of the study is estimating the costing item and the expenses of the attendances and spectators per day, moreover, the researcher would put forward the sponsor benefits in the event. Secondly, the study tends to realize the satisfaction of the students who study in National Taiwan University. Methods: the researcher utilized the questionnaire survey for collecting data. There are two steps in the sampling process: in the first step, the researcher collected the samples from the spectators which watched the game in the 16 competition venues in the 47th National Intercollegiate Athletic Games, and the collected dates from 6th May to 10th May, 2017; in the second step, the researcher investigated the satisfaction of the students of the host school of the game-National Taiwan University. The study method is quantitative research. In the research result, the factor of accommodation is the main cost from the participants during the game. On the other hand, most NTU students were satisfied to the game. In conclusion, hosting 47th National Intercollegiate Athletic Games produce the effective economic impact to National Taiwan University, and the researcher expects this study could provide the informative reference to the host in the further.

並列關鍵字

sport event ； economic impact ； intercollegiate games