A Study of Spectator Motivation, Experiential Marketing and Satisfaction for Satisfaction the World Games 2009

• Main Authors: Hou Hsin-Chi, 侯欣圻
• Other Authors: Huang Chin-Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/01041254456234906585

碩士 === 國立臺灣體育學院 === 運動管理學系碩士班 === 98 === 　　Since 2001 Taiwan started to implement two days rest a week, people’s leisure time and leisure activities demand increased. To be a spectator in sports events is one of the leisure activities, which not only increases the entertainment of their recreation, but also provides physical and mental relaxation. The purposes of this study are to explore the relationship of spectator motivation, experience marketing and satisfaction for tourist who attended The World Games 2009. An on-site survey was conducted of visitors attending the World Games 2009, 500 people were asked to complete a questionnaire, and 473 complete replies were obtained, yielding a response rate of 94.6%. The results of this research revealed that the spectators’ motivations are eustress, escape, entertainment, group affiliation.and family The factors of experiences marketing are event experience, social experience, think experience, service experience, and feeling experience. In addition, based on regression analysis, the satisfactions of spectators are affected emotional experience, service experience. This result suggests that games organizers should enhance the entertainment of tournament, and devote themselves to enhance event and feeling experiences, improve the quality of tournament, and strengthen the links of people and tournament, to attract more visitors, and for an unforgettable experience to visitors.