The Study of the Benefits on Water Sports Promotion in Kinmen Area: Take Examples of 2006 Liaoluo Bay Long-Distance Swimming Game and Action Asia Challenge in Kinmen.

• Main Authors: Mei-Yin Wu, 吳美瑩
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/16235749241527216580

碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 95 === The purpose of this study was to understand the general situation of prompting water sports, the cognitive difference of field participants and the benefits of media advertising in 2006 Kinmen Water Sports Festival and to assess the beneficial result of investment on prompting water sports. The participants in this study were field participants in 2006 4th Liaoluo Bay Long-distance Swimming Game and 2006 Action Asia Challenge in Kinmen. 326 questionnaires were distributed and 288 were returned. The response rate of Swimming Game was 64% and Action Asia Challenge was 36%. Through the descriptive statistics , oneway ANOVA and LSD, the results were listed below: 1. The major participants were males; the major age group was youth and prime; the major occupation group was service industry; the major education background group was associate bachelor degree or bachelor degree; the major income group was NT$40,001- NT$50,000; about 80% field participants were from other counties; the major information they got was recommendation from relatives and friends; the major way they went to the facilities was by vehicles reserved for contestants and the least way was by walk; most participants were with their friends and only a few were alone. 2. For the cognitive difference of field participants, the background of participants (such as gender, education, occupation and income, etc.) was not relevant to the three major aspects of sponsor (such as ‘the recognition of the image’, ‘the fondness for activities’ and ‘the participating of activities’); Only the variable of age contrasted starkly with the three major aspects of sponsor. 3. For the benefits of media advertising, this research assessed the effectiveness of media advertising by surveying three major media: print media, television and internet. The results showed that the number of news articles in 2006 was more than the number in 2005. News about Kinmen was largely raised by notable competitions. 4. The beneficial result of investment of prompting water sports was examined by the investment return rate formula（Turco, 1993; Chen, 2001）, and the result by statistic analyses indicated that the investment rate was as large as 243%. Consequently, this study may be of importance in explaining the dynamic relationship between water sports prompting and the economic impact in Kinmen. The followings are descriptions of some of the most useful strategies for the activity sponsor in future: first, the sponsor should take different strategies to fit the need of different age groups; secondly, the sponsor should invite notable competitions to be held in Kinmen; thirdly, the sponsor should focus on the subject of sports tourism and the uniqueness of local activities.