RESEARCH ON THE MARKETING AND PUBLIC RELATIONS EFFECT AND SPORT EVENT SATISFACTION OF THE TAIPEI 2017 UNIVERSIADE

Shan-Ying Huang, Wen-Sheng Chiu, Ching-Hui Lin, Kuo-Wei Lin

Abstract


The purpose of this study is to investigate the spectators’ marketing and public relations and sport event satisfaction with their participation in the Taipei 2017 Universiade. Meanwhile, based on the comparison of different personal background variables, this study compares the attractiveness and satisfaction of the spectators’ marketing and public relations recognition, marketing and public relations attitude, event planning and sport event services. A random sampling method is adopted in this study. Among spectators, university students of the Taipei 2017 Universiade are selected. A total of 700 questionnaires are distributed and 680 valid questionnaires are collected. The effective recovery rate is 97.14%. The research tool of this study is “Satisfaction scale of marketing and public relations effect and sport event satisfaction of the Taipei 2017 Universiade”. This study uses statistical methods such as descriptive statistics, independent sample t-tests, and so forth. The results of this study are: (1) In the Taipei 2017 Universiade, spectators have the highest attractiveness with “Internet” in “media tools” of marketing and public relations recognition, followed by the factor of “TV”; (2) In “marketing and public relations attitude” of the Taipei 2017 Universiade, “marketing and public relations present efforts and earnest of Taiwan” ranks the highest, followed by “marketing and public relations are impressed”; (3) In “sport event services” of the Taipei 2017 Universiade, “auditorium” ranks the highest, followed by “broadcast notification”; (4) There is no significant difference in the attractiveness and satisfaction among spectators with different personal background for “marketing and public relations recognition”, “marketing and public relations attitude”, and “sport event services” in the Taipei 2017 Universiade.

 

Article visualizations:

Hit counter

DOI

Keywords


Taipei 2017 Universiade, sport event satisfaction, marketing and public relations effect.

Full Text:

PDF

References


Chen H.C., Lin L.H., Hung I.J., 2015. A Study on Taipei City Citizens’ Recognition and Support of the 2017 Taipei Universiade. Physical Education Journal of NTU 29: 27-41. doi: 10.6569/NTUJPE.2015.29.03

Chen K.F., 2009. Benefit Evaluation of Competing for International Comprehensive Competitions - Taking the 2009 Kaohsiung World Games as an Example. Commission report commissioned by the Sports Commission of the Executive Yuan. Taipei City: The Sports Commission of the Executive Yuan.

Cheng S.T., 2004. Principles and Practice of Sport Event Management. Taipei City, Taiwan.

Chiang C.S., 2006. Research on Service Management of National Track and field events. Journal of Sport and Recreation Management 3(2): 190-207.

Giatsis G., Kollias I, Panoutsakopoulos V, Papaiakovou G, 2004. Volleyball: Biomechanical Differences in Elite Beach-Volleyball Players in Vertical Squat Jump on Rigid and Sand Surface. Sports Biomechanics 3(1): 145-158. doi: 10.1080/14763140408522835

Huang M.J., 2000. A Study on the Determinants and Satisfaction of the Spectators Watching in the National Table Tennis Match. Kaohsiung City, Taiwan.

Hung Y.Y., 2017.A Study of Taipei Citizens’ Attitude and Behavioral Intention before the 2017 Taipei Summer Universiade. Unpublished Master’s Thesis, National Taiwan Normal University, Taipei City.

Li S.N., Blake A., Thomas R., 2013. Modelling the Economic Impact of Sports Events: The Case of the Beijing Olympics. Economic Modelling 30: 235-244. doi: 10.1016/j.econmod.2012.09.013

Lin C.C., 2007. The Effects of Marketing Public Relations on Brand Image: An Examples of Food Festival in the International Tourist Hotels. Unpublished Master’s Thesis, Shih Hsin University, Taipei City.

Liu C.C., Yeh K.T., 2003. An Analysis of Economic Impact of the 2002 Intercollegiate Athletic Competitions of Taiwan on Kaohsiung Area. Journal of Taiwan Sports Management 2: 14-30. doi: 10.6547/tassm.2003.0002

Liu T.B., 2011. Investigation and Analysis of College Students’ Attention on 2011 Universiade. Journal of Sichuan College of Education 27(5): 35-51.

Robinson M.J., Trail G.T., Dick R.J., Gillentine, A.J., 2005. Fans vs. Spectators an Analysis of Those Who Attend Intercollegiate Football Games. Sport Marketing Quarterly 14(1): 43-53.

Yang T.M., Lin T.H., 2013. Study on the Benefits, Costs, Value and Support of Residents in the Late Years of the 2009 Kaohsiung World Games. NCYU Physical Education, Health & Recreation Journal 12(1): 1-12. doi: 10.6169/NCYUJPEHR.201304.12.1.01


Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Shan-Ying Huang, Wen-Sheng Chiu, Ching-Hui Lin, Kuo-Wei Lin

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2015-2018. European Journal of Physical Education and Sport Science (ISSN 2501 - 1235) is a registered trademark of Open Access Publishing Group. All rights reserved.


This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library (Biblioteca Nationala a Romaniei). All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All authors who send their manuscripts to this journal and whose articles are published on this journal retain full copyright of their articles. All the research works published on this journal are meeting the Open Access Publishing requirements and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License (CC BY 4.0).