| Summary: | 碩士 === 國立體育大學 === 體育推廣學系 === 103 === Marathon and running events are increasing year by year and seemingly have been an important leasure activity in Taiwan because of government’s active promotion and people’s alterations of tourism habit. Therefore, it has been an critical issue that how the organizations make their activities a distinguishing feature among numerous events. The lady’s sport prevalence in Taiwan is increasing according to the Report of Statistics of Sport City 2014 published by Sports Administration, Ministry of Education and this tendency is also integrated into the growing market of marathon running, forming the particular event of Lady’s Running. This study aimed to investigate the event image and participants’ perception focused on “2015 Mizuno Lady’s Running” via depth interview on event organizer to know what event image and identity system estabilished and questionnaire on participants to survey what and how event image and identity system perceived. The results showed that the organization of Mizuno Lady’s Running: (1) Estabilished event mind identity (slogan), event visual identity (logo, color, scenery, bracelet), and event behavour identity (categories, training activities, staff, hunk man cheering gruop, vendor's stand), and emphasized more on the estabilishment of event behavour identity. (2) The event images transmitted women, road running, flower, sunshine, health, beauty, self-awerness, be self-display, confidence, inspiration, jogging, May-event, brightness, nature, multielement, harmony, safety, free-for-all, cosseting, and sweet.(3) The event image established by identity systems were integrated to event motif. (4) The Organization emphasized more on event experiential image offering different experiences. In event association, organizational and historical/political themes were considered by participants. (5) Most of participants did not aware the scenery, bracelet, categories, and vendor's stand. The possible reasons may be from the differences of cognition between organizer and participant, the characterics of participants, promotion paths, and planning manner of activities. The findings of this study may provide practical suggestions to Mizuno Lady’s Running and other similar events.
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