A Study of Taipei Citizens' Attitude and Behavioral Intention before the 2017 Taipei Summer Universiade

• Main Authors: Hung, Yi-Yun, 洪翊云
• Other Authors: Chen, Mei-Yen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/75874217869979183947

碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 105 === Holding a large-scale sporting event is one of the major events in the city. It will be used to gain international recognition and enhance the development of the city. The public's support for the event will affect the success of the event. The purpose of this study is to explore the relationship between public attitudes and behavioral intentions of Taipei City in the 2017 Taipei World University Games. Through questionnaire survey, 466 valid samples were obtained by descriptive statistical analysis, internal consistency reliability analysis, t test, one-way ANOVA, correlation analysis, and multiple regression analysis , the results were as follows : Taipei City, 220 male citizens, accounting for 47.2%, 246 women, accounting for 52.8%, average age 32.6 years old, education to college-based specialist. Occupation in the service industry, the average monthly income of 30,000-50,000 yuan for the most, the living area, Songshan District, accounting for 69 people accounted for 14.8% for the most. the public in Taipei for the 2017 Taipei World University Games before the attitude and intentions of the status of the attitude to the attitude of the city image level as the highest. Different levels of education, different administrative districts of Taipei residents before the game showed a significant difference in attitude. Different gender, different educational levels, different administrative districts of Taipei residents in the behavioral intention before the game were no significant differences. There was a significant positive correlation between attitudes and behavioral intentions. Urban development, economic dimension and emotional dimension, have significant positive and negtive predictive power for behavioral intention. Based on this study, it is suggested that the organizer of the Taipei Municipal Government should strengthen the marketing publicity and image building of the tournament and create positive, glorious and attractive values of the competition. The public will increase their sense of identity and participation.