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系統識別號 U0026-0709201516404600
論文名稱(中文) 大型運動賽會資產效益之研究:以自由車環台賽為例
論文名稱(英文) Leveraging Legacies from Major Sporting Events: The Case of the Tour de Taiwan
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 103
學期 2
出版年 104
研究生(中文) 李佳倩
研究生(英文) Chia-Chian Lee
學號 rb6021142
學位類別 碩士
語文別 英文
論文頁數 67頁
口試委員 指導教授-馬上鈞
口試委員-馬上閔
口試委員-蔣任翔
口試委員-黃賢哲
中文關鍵字 大型運動賽會  自由車環台賽  賽會資產  賽會效益擴展  賽會組合 
英文關鍵字 Major Sport Event  Tour de Taiwan  Event Legacy  Event Leveraging  Event Portfolio 
學科別分類
中文摘要 長距離運動賽會如自行車及馬拉松比賽因短暫停留舉辦地之特性,被認為對主辦地僅能產生有限的效益,因此研究上並未受到關注。自由車環台賽是一個重複性的單項運動賽事,從1978年開始每年舉辦,對舉辦地帶來巨大的經濟及社會層面影響。雖然過去對於運動賽事的衝擊影響已有許多認識,但對於如何利用策略行動去擴展運動賽事組合卻甚少了解。因此,本研究目的為探討舉辦自由車環台賽的賽會資產及其可能採用的經濟和觀光擴展策略。
本研究執行時間為2015年的4月到6月,採用半結構式訪談方式針對環台賽的重要關係人進行訪談,包括自行車協會秘書長、協辦單位、地方政府。訪談大綱是依據環台賽的歷史、二手資料及專家建議為出發點,並從訪談過程中延伸問題。使用內容分析法分析紙本資料(包括筆記、備忘錄、二手資料)。此外,以三角檢測法來提升信、效度。
本研究結果發現舉辦自由車環台賽所留下的重要賽會資產涵蓋經濟、社會文化及環境三個層面,強調了「三重基線」效益擴展策略在未來需要且值得被注意。以經濟及觀光模型為基礎,發現環台賽以舉辦環台賽所衍生的提升遊客量及商業貿易和媒體報導之機會,透過台北自行車展覽會、品牌聯合策略、比賽路線規劃以及媒體廣告報導等方法,達成提升商業貿易量之短期目標,以及提升賽會舉辦社區意象之長期目標,形成一個重複性運動賽會具體的賽會組合框架。根據本研究結果,建議未來相關研究可以探討三重基線理論賽會資產擴展效益、跨界效益擴展策略、配套活動規劃及賽會效益評估工具等賽會組合擴展效益關鍵因素。
英文摘要 The purpose of this study is to identify the legacies left by hosting the Tour de Taiwan and what economic and tourism leveraging strategies are adopted in hosting the Tour de Taiwan. The linear sporting event is identified as having a limited time effect upon the host destinations and thus has previously received no research attention. The Tour de Taiwan is a recurring sport event (since 1978) which has generated huge social and economic impacts on the host communities in Taiwan. While much is known about the impacts of hosting sporting events, less is known about strategic actions taken to leverage a sporting event portfolio.
Field work was conducted from April 2015 to June 2015. Semi-structured interviews, content analysis of document and secondary data were conducted. The interviewees were recruited from the Chinese Taipei Cycling Association, local government officials, media representatives, and event experts. The interview outline was produced according to the history of the Tour de Taiwan, secondary data and experts’ suggestions. Content analysis of documents, notes, and memos used a thematic approach. Besides, triangulation was used to ensure the reliability and validity of the data.
The results showed some significant legacies left by hosting the Tour de Taiwan, including in the economic, social and cultural, and environmental spheres, emphasizing that “triple bottom line” leveraging should be focused on; the economic and tourism leveraging model highlights short- and longer-term strategic objectives, opportunities, and specific leveraging means (i.e., the Taipei Cycle Show, co-branding, route arrangement, showcasing via event advertising and reporting). The study concludes by suggesting that triple-bottom-line legacy leveraging, cross-leveraging strategies, planning ancillary events and adequate evaluation instruments for event outcomes are key factors in leveraging an event portfolio.
論文目次 Chapter One: Introduction 1
Chapter Two: Literature Review 3
2.1 Sports Mega-Event 3
2.1.1 Sport Mega-Events in Taiwan 4
2.2 Event Impact and Legacy 6
2.2.1 Impacts from Sport Mega-Events 6
2.2.2 Definition of Legacy 9
2.2.3 Legacy leveraging 13
2.2.3.1 Previous Studies about Event Leveraging 15
2.2.4 Definition of Event Portfolio 20
2.5 Summary 22
Chapter Three: Methodology 23
3.1 Study context 23
3.2 Recruitment and Data Collection 24
3.3 Data Analysis and Trustworthiness 26
Chapter Four: Results 27
4.1 Legacy of the Tour de Taiwan 27
4.2 Leveraging strategies and model 30
4.3 Summary 47
4.4 Discussion 49
Chapter Five: Conclusion 54
Limitations and Future Research 55
References 56
Appendix 61

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