全國運動會游泳比賽服務品質與滿意度之研究

Abstract

舉辦運動賽會是國家體育發展的趨勢，透過舉辦運動賽事得以展現國家在體育賽會籌辦和服務革新的軟實力，也是城市追求國際化發展的重要指標。全國運動會為國內最盛大的綜合性運動賽會，是國家體育產業的組成之一，更是推廣體育健康的管道。成功的運動賽會不僅取決於選手的優異表現，如何妥善管理賽事的服務品質，及參與者對賽會的滿意度，是賽會管理重要的關鍵。本研究目的為探究112年全國運動會游泳賽事參與者服務品質與滿意度之研究，以問卷調查的方式，透過描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森績差相關分析、一般多元迴歸分析等研究工具進行分析，有效問卷為205份。研究結果發現，參與者男性多於女性，教育程度以高中職為多，平均月收入2萬元以下居多，年齡以20歲以下為主，代表縣市以北部地區為眾，選手多為第一次參加本場賽事，且半數以上擁有國際性賽事經驗。不同參與者特性在年齡、教育程度、參與次數、代表區域、國際賽事經驗之服務品質因素與滿意度上存在顯著差異。賽事參與者在各項服務品質因素與滿意度之間具有正相關，且在服務品質因素中，場館設計、作業服務、活動社交、經驗回憶對滿意度具有顯著解釋能力。因此，本研究建議賽事主辦方應持續加強賽事服務品質，創造更優質的參賽環境，提升參與者體驗感受，達到賽會的永續經營。Holding sports competitions has become a prevailing practice for countries seeking to promote the development of sports. Such events not only show a country’s prowess in organizing and innovating sports activities but serve as indicators for a city’s international standing. The National Games is the largest sports event in Taiwan, involving in diverse range of sport. It is a part of the national sports industry and also a platform for fostering public health. The success of a sports event depends not only on the outstanding performance of athletes but on the proficient quality management and participant satisfaction during the event. The purpose of this study is to investigate the correlation and explanatory power between service quality and participant satisfaction in the swimming event of the 2023 National Games by using questionnaires. The statistical analysis included descriptive statistics, independent sample t test, one-way ANOVA, Pearson correlation analysis, and multiple linear regression analysis. From 205 valid questionnaires, the results revealed higher proportionof male participants. The majority of participants were first-time attendees under the age of 20, mainly from northern Taiwan, with lower educational levels and average monthly incomes. Over half of the participants had prior experience in international events. Significant differences in service quality and satisfaction were noted among participants based on age, education level, participation frequency, representing regions, and international event experience. A positive correlation was found between satisfaction and various service quality factors. Service quality factors, including stadium design, activity organization, social activities, and overall experience, had explanatory power to satisfaction. Therefore, this study suggests that event organizers should elevate the overall service quality of the event, aiming to create a better competitive environment and enhance the participants' experiences for the sustainable operation of the sports event.