A Study of the Relationship of Recreation Specialization and Experiential Value- A Case of CPBL

• Main Authors: Pei-Chen Tsai, 蔡佩真
• Other Authors: James Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/39387332359488634776

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 97 === The purpose of this study was to explore the perceived specialization and experienced value, then further to test their relationship using the Chinese Professional Baseball League as an example. This study used a questionnaire-based survey by convenient sampling the audience watching the baseball match in March 14, 2009 to April 15, 2009 in Kaohsiung County Chengching Lake Baseball Stadium. A total of 405 valid questionnaires were collected with valid rate of 81%. The questionnaire with three parts includes basic personal information, recreational specialization with six dimensions and experience value with four dimensions. This study used descriptive statistics, reliability analysis, cluster analysis, independent samples t-test, one-way ANOVA, canonical correlation analysis, Pearson product-moment correlation analysis and logistic regression analysis. The results showed as follows: 1. Most of the audience to watch a baseball game to the Stadium was male, 25 years of age or young students. 2. Most of the audience to watch a baseball game to the Stadium had a higher degree of recreational specialization in items such as "watching the baseball match is my biggest joy of life" and "most of my friends are baseball-related". There items with lower score were "I will lose most of my friends if I stop watching baseball games" and " Most of my daily life is relating to baseball games" 3. Most of the audience to watch a baseball game to the Stadium had a higher experience value in items "I feel much joy in the stadium" and "the overall environment of the beautiful baseball field". On the other hand, lower score items were "Food and beverage prices are reasonable" and "Waiting for access time is too long". 4. The audience had higher score in "with rich experiences", "more familiar with the environment", "more complete equipment" or "more often to the Stadium to watch the games" would have higher degree of experience. 5. Dedicated inputs or active type group are mostly male; most of subjects who answer "yes" to the relevant questions of the core of life belong to dedicated input type group; there exist significant differences in "past experiences", "environmental familiarity," and "equipment " among clusters. 6. Degree of recreational specialization had significant relationship with experience value and higher recreational specialization group had strongest relationship with customer return on investment. 7. The degree of recreational specialization had significant predictive power on life of the core.