中華職棒在桃園國際棒球場與新莊棒球場比賽之經濟效益評估－以2018年球季為例

中華職棒大聯盟 (Chinese Professional Baseball League, CPBL) 成立於1989年，至今已經有30年歷史，目前中華職棒共有四隊，分別為中信兄弟、富邦悍將、Lamigo桃猿、統一7-Eleven獅。其中Lamigo桃猿隊在桃園國際棒球場近年推行「全猿主場」，實施全面主場制，富邦悍將隊於2018年1月1日正式進駐新莊棒球場。本研究以非市場價值評估法中的「條件評估法」及「旅遊成本法」為研究方法，將「前往桃園國際棒球場與新莊棒球場觀賞中華職棒賽事」視為一遊憩活動體驗，估算觀眾前往桃園國際棒球場與新莊棒球場觀賞中華職棒之個別遊憩效益，進而推估出整體賽事之經濟效益。本研究抽樣期間為2018球季中華職棒例行賽舉辦期間，於桃園國際棒球場與新莊棒球場隨機發放問卷，發放對象為前往棒球場觀賞中華職棒之觀眾。所得資料經描述性統計、迴歸分析等統計方法後得知本研究結果為：以條件評估法迴歸模型推估出消費者至桃園國際棒球場之每人每次的遊憩效益為1,810元，總經濟效益為808,914,283元；新莊棒球場之每人每次的遊憩效益為1,213元，總經濟效益為412,337,081元。以旅遊成本法評估消費者至桃園國際棒球場之每人每次的遊憩效益為18,020元，總經濟效益為8,050,829,043元；新莊棒球場之每人每次的遊憩效益為15,042元，總經濟效益為5,112,579,442元。

關鍵字

職業棒球；經濟效益；條件評估法；旅遊成本法

並列摘要

The Chinese Professional Baseball League (CPBL) was established in 1989 and has a history of 30 years. Currently, there are four teams in CPBL: Chinatrust Brothers, Fubon Guardians, Lamigo Monkeys, and Uni-President Lions. Among the four teams, Lamigo Monkeys in the Taoyuan International Baseball Stadium recently launched the "full home" and implemented a comprehensive home system. The Fubon Guardians officially moved into the Xinzhuang baseball stadium on January 1st, 2018. This study uses the contingent valuation method (CVM) and the travel cost method (TCM) in the non-market valuation as research methods to calculate the individual travel benefits of the audience who watches CPBL and then estimate the economic benefits of the overall event. The sampling period is the 2018 CPBL regular season, randomly distributed questionnaires at Taoyuan International Baseball Stadium and Xinzhuang Baseball Stadium. The target audience was the audience who went to the baseball stadium to watch CPBL. The data were obtained through statistical methods such as descriptive statistics and regression analysis. The results of this study were as follows: The CVM regression model estimated that the recreational benefit of each visitor to Taoyuan International Baseball Stadium is NT$ 1,810, the total economy benefit is NT$ 808,914,283; the recreational benefit of each person in Xinzhuang baseball stadium is NT$ 1,213 and the total economic benefit is NT$ 412,337,081. The TCM regression model estimated that the recreational benefit of each visitor to Taoyuan International Baseball Stadium is NT$ 18,020, and the total economic benefit is NT$ 8,050,829,043; the recreational benefit of each visitor to Xinzhuang baseball stadium is NT$ 15,042, and the total economic benefit is NT$ 5,112,579,442.