運動賽會經濟分析：條件評估法之運用

Economic Analysis of Sports Events: The Application of Contingent Valuation Method

劉以德(Yi-De Liu)

《福爾摩沙體育學刊》 2期 (2008/06) Pp. 45-53

https://doi.org/10.29927/JPEF.200806.0006

摘要

運動賽會評估在運動經濟學研究中佔居要角，尤其是針對主辦或計畫承辦賽會之地區而言，此等研究有助於辨正政府決策之合法性。運動賽會可導致許多正負面影響，賽會有形的經濟價值可藉由經濟影響評估等途徑來衡量，然而諸如文化、心理與政治之影響則往往難以貨幣形式評估。本文的宗旨遂在於闡明如何運用條件評估法來量化賽會之無形效益，進而估算運動賽會之經濟總值。條件評估法除了有助於瞭解居民對於籌辦賽會的支付意願，亦能釐清願付價格之驅動因素。因此，條件評估法將有助於決策者做好更妥善之運動賽會可行性評估。

關鍵字

運動經濟學 ； 運動賽會 ； 條件評估法 ； 願付價格 ； 願受補償

並列摘要

The assessment of sport events plays an important role in sport economics research, especially in regions which host, or apply for hosting, such events. This kind of assessment can contribute to justify the legitimacy of public subsidies. Sport events bring about several positive and negative effects. The tangible economic value of sport events can be measured by, such as, economic impact analysis. However, cultural, psychological and political impacts of sport events are hard to be measured in monetary terms. The aim of this paper is therefore to demonstrate how Contingent valuation method (CVM) can contribute to quantify those intangible benefits, and in turn, calculate the total economic value of a sport event. CVM can not only investigate people's willingness to pay for hosting an event, but also clarify the determinants of their willingness to pay. As such, the adoption of CVM will help decision makers to conduct a more holistic feasibility analysis of sport events.

並列關鍵字

sport economics ； sport event ； contingent valuation method ； willingness to pay ； willingness to accept