Relationship of Marketing and Public Relations and Sport Event Satisfaction: A Case Study of Summer Deaflympics Taipei 2009

• Main Authors: Wei-Li, Hung, 洪瑋澧
• Other Authors: Chia-Chang, Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20222134043576099576

碩士 === 國立彰化師範大學 === 應用運動科學研究所 === 98 === The purpose of this study was to determine the spectators’ marketing and public relations and sport event satisfaction with their participation in 2009 Summer Deaflympics in Taipei. Subjects for this study consisted of 1046 spectators. The instrument of this study was by using “Questionnaire of Marketing and Public Relations and Sport Event Satisfaction for Summer Deaflympics Taipei 2009” (return rate 83.68%). Data analysis was conducted by descriptive statistic, t-test, one-way analysis of variance and pearson’s product-moment correlation. The results of this study indicated that: (1) There are significant differences of spectators’ satisfaction among spectators with different personal attributes for sub-scales “planning of event”, “service of event” and “marketing and public relations”. (2) Spectators have the highest attractive with “television” in sub-scale “marketing and public relations recognition”, which is followed by the factor of “internet”. (3) Spectators have the positive attitude in 2009 Summer Deaflympics in Taipei. (4) Spectators have the highest satisfaction with “event promotion” in sub-scale “planning of event”, which is followed by the factor of “presentation on ceremony”. (5) Spectators have the highest satisfaction with “rest area” in sub-scale “service of event”, which is followed by the factor of “service of officers”. (6) Marketing and public relations of sport event satisfaction was “a high degree correlation”.