- 期刊
民眾對美國職棒媒體轉播的涉入程度與運動觀光意願之研究－以嘉義地區為例
A Study of People Conscious of Involvement and Sport Tourism from Media Coverage of Professional Baseball in the U.S.-Case Study in Chiayi County and City
摘要
本研究主要目的：在於探討嘉義地區民眾對美國職棒媒體轉播涉入程度的情形，進而探討民眾對美國職棒媒體轉播的涉入程度與運動觀光之間的關係。本研究受試對象為嘉義地區之民眾，共發放問卷700份，回收有效問卷599份，並以t考驗、單因子變異數分析及典型相關等統計方法進行分析。本研究結果：一、不同性別民眾對美國職棒媒體轉播的涉入程度有差異存在，顯示男性民眾的涉入程度高於女性。二、不同職業民眾對美國職棒媒體轉播的涉入程度有差異存在，在「興趣層面」、「需求層面」、「休閒層面」等層面均顯示職業為軍公教及商的涉入程度較高、職業為農及學生的涉入程度較低。三、不同收視美國職棒媒體轉播時間的涉入程度有差異存在。四、民眾對美國職棒媒體轉播的涉入程度與運動觀光意願有關聯性存在。
並列摘要
The purposes of this study were explore the people conscious of involvement and sport tourism from media coverage of professional baseball in the U.S. in chiayi county and city. And then, explore relation of between involvement and sport tourism of people who watch the media coverage of professional baseball in the U. S. The subjects of this study are people who live in chiayi county and city. A total of 700 questionnaires are sent out and 599 responded questionnaires are effective. The response rate of effective questionnaires is 85.57%. t test , one-way ANOVA, and canonical are used to analyze the collected data. The findings of this study are as follows: first, there is difference in involvement of people between male and female who watch the media coverage of professional baseball in the U. S. Those male people show higher involvement than female people. Second, there is difference in involvement of people who work in different occupations, Those people who work in military Catholic and commercial show higher involvement than people whose occupations were students in all the item. Third, there is difference in the involvement among people who watch the media coverage of professional baseball in the U.S. in different time. Fourth, the involvement of people who watch the media coverage of professional baseball in the U. S. could related the sport tourism.
延伸閱讀
- 郭進財、簡彩完、沈連魁（2009）。民眾對美國職棒媒體轉播的休閒體驗與運動觀光之研究—以嘉義地區為例。休閒事業研究，7(4)，59-69。https://doi.org/10.6746/LIR.200912_7(4).0005
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- 吳鎧亦（2016）。地方觀光行銷策略之研究-以嘉義市為例。〔碩士論文，國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-1005201615104256
- 潘銘偉、古國宏、蔡永川（2019）。Research on Participation Motivation, Training Satisfaction and Learning Effectiveness of Baseball Players in Primary and Junior High Schools in Pingtung County。休閒觀光與運動健康學報，9(2)，33-47。https://www.airitilibrary.com/Article/Detail?DocID=P20110615001-201907-202002110008-202002110008-33-47