城市意象談運動觀光行銷

The discussion of City Image toward Sport Tourism Marketing

周大翔(Ta-Hsiang Chou)

《嶺東體育暨休閒學刊》 14期 (2016/06) Pp. 55-64

摘要

政府極力推動觀光事業，而運動觀光在台灣具有發展潛力，隨台灣爭取大型運動賽事與台灣國內運動賽事舉辦，提供觀光發展一個新的選擇，根據教育部體育署（2014）資料，2014年台灣承辦國際性運動賽會就有95場，如果地方政府善加利用，透過行銷創造觀光的多元化，將可吸引人潮，促進區域發展。讓運動賽會成為城市的榮耀，並創造商機轉化為觀光行銷的最佳宣傳。本文探討的關鍵字為觀光行銷、城市意象與運動賽會之間的聯結，透過國內、外電子資料庫以及GOOGLE學術網站搜尋所得資料，以文獻探討的方式採內容分析法，整理過去學者的研究，將資料再加以匯集、整理與分析，發現運動與觀光過去定義雖然不相同，但透過行銷手法可以互相結合，成為互補的資源形成更大效益，而主辦城市如果好好利用運動賽會舉辦前投入的資源，來進行城市意象塑造，並作為觀光宣傳利器，將可帶來龐大的觀光效果，從北京奧運、倫敦奧運的經驗，最後活化城市帶來商機，讓運動賽會成為城市的驕傲，觀光的品牌，希望本研究作為未來探討運動觀光發展、城市行銷之議題，與相關單位主辦運動賽會及運動觀光的參考。

關鍵字

運動賽會 ； 運動觀光 ； 城市意象

並列摘要

Taiwanese government is devoted to boosting tourism industries, which have potential development in Taiwan. With Taiwan constructively striving for major sport events and hosting domestic sport events, tourism development has been offering a new choice. According to the data from Sports Administration, Ministry of Education(2014), Taiwan had undertook 95 international sport events in 2014. If local authorities promote tourism properly, it can attract crowds and boost regional development through marketing the diversity of tourism. In this way, sport events will become the glory of the city by creating business opportunities as the best promotion for tourism marketing. The keywords of this study are tourism marketing, the connection between the image of the city and sport events. Through searching for data via domestic and foreign electronic databases and GOOGLE academic network, with the usage of content analysis method to probe literature reviews and former researchers' studies, further integrate, organize and analyze these results. Although the definition of sport and tourism nowadays was found to be divergent compared with the previous one, it can be combined via marketing strategies and become the complementary resources for forming a greater benefit. Moreover, if the host cities can use the best of resources to mold the image of the cities as an advantageous tourism promotion implement before sport events, it can definitely bring a massive effect on tourism. From the experience of Beijing Olympic Games and London Olympic Games to the activation of cities, sport events have brought business opportunities and become the brand of tourism and the pride of cities. The main purpose of this study is to provide references of the issues regarding sport tourism development and city marketing for relevant sport events' organizers and sport tourism.

並列關鍵字

sport tourism ； sport events ； tourism marketing ； image of the city