城市品牌對舉辦大型國際運動賽事之城市影響：以2025雙北世界壯年運動會為例

Abstract

城市品牌形象已成為提升城市競爭力的關鍵策略，而大型運動賽事已多次證明具有強化城市品牌形象方面的效果。大型運動賽事不僅能對主辦城市在經濟、環境、社會與文化方面帶來深遠的影響，還有助於城市品牌形象的塑造與推廣。2025年雙北世界壯年運動會作為大型國際賽事，不僅提供臺北市與新北市展示城市形象的國際平台，還能促進當地民眾對城市的認識，並為國際參賽者之間的交流創造機會。本研究目的在於探究民眾對於2025雙北世界壯年運動會的城市形象、城市態度、運動賽事態度及口碑傳播之差異性，同時也分析民眾對2025雙北市界壯年運動會的城市形象、賽事態度、城市態度對口碑傳播的預測力。以臺北市及新北市之2025雙北世界年運動會的競賽場館規劃地點，並以臺北市及新北市民眾作為研究對象，透過立意抽樣方式進行問卷調查進行，研究採用Cronbach’ s α 係數以進行量表信度之考驗，並經由描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及一般多元迴歸分析進行回收問卷之資料編碼與分析。本研究結果為：一、臺北市與新北市民眾以女性、年齡18-29歲、職業學生、教育程度大專院校及未婚為居多，每個月可支配所得以新台幣40,000至60,000元為最多，而民眾普遍知道2025年舉辦雙北世界壯年運動會。二、不同「婚姻狀況」之民眾對於臺北市與新北市城市形象之「休閒服務」及「運動形象」呈顯著差異。三、對「是否知道2025年雙北世界壯年運動會」之民眾對2025雙北世界壯年運動會之「賽事態度」、城市形象構面中的「運動形象」及「口碑傳播」呈顯著差異。四、不同「教育程度」之民眾對城市形象構面中的「休閒服務」與「運動形象」呈顯著差異。五、臺北市與新北市民眾對2025雙北世界壯年運動會在「城市形象」、「城市態度」、「賽事態度」及「口碑傳播」呈顯著正相關，其中又以「賽事態度」及「口碑傳播」相關係數最高。六、臺北市與新北市民眾對城市形象構面之「市政服務」、「城市態度」及「賽事態度」對「口碑傳播」具有顯著預測能力。本研究建議未來主辦大型國際運動賽會的城市及籌備單位，可優先策略如何提升民眾對主辦城市的正面態度及賽事認知態度，有助於增強民眾對賽會正面資訊的口碑傳播能力。並建議主辦城市應優先考量民眾對市政服務的需求，提升民眾對城市形象的認同，強化城市與民眾的情感連結，唯有民眾更加認同城市及瞭解賽會，才能實現國際大型運動賽會所帶來的社會永續之願景。City branding has emerged as a critical strategy for enhancing urban competitiveness, with mega sporting events repeatedly demonstrating their effectiveness in strengthening city brand image. Such events not only generate substantial economic, environmental, social, and cultural impacts on host cities but also serve as powerful platforms for shaping and promoting urban identity. The World master’s games 2025 Taipei and New Taipei City, as a mega sporting event, offers both Taipei and New Taipei City an opportunity to showcase their urban image on a global stage. It also fosters residents’ awareness of their city and encourages intercultural exchange among international participants. This study aims to explore the differences in public perceptions of city image, city attitude, sport event attitude, and word-of-mouth (WOM) communication regarding the 2025 World Masters Games. Furthermore, it examines the predictive power of city image, city attitude, and event attitude on resident’s willingness to engage in WOM communication. The study adopted purposive sampling and conducted a questionnaire survey among residents in competition venue areas across Taipei and New Taipei City. Reliability of the measurement scales was verified using Cronbach’s α, while descriptive statistics, independent sample t-tests, one-way ANOVA, Pearson correlation, and multiple regression analyses were performed. The results were as follows: 1. The majority of spectators were female, aged 18–29, students, with college or university education, unmarried, and having a monthly disposable income between 40,000–60,000 NTD. Most were aware of the 2025 event. 2. Significant differences were found in perceptions of leisure services and sport image across marital status groups. 3. Awareness of the event significantly influenced respondent’s attitudes toward the event, their perception of the sport image, and WOM communication. 4. Significant differences in perceptions of leisure services and sport image were observed across education levels. 5. Significant positive correlations existed among city image, city attitude, sport event attitude, and WOM, with the strongest correlation found between event attitude and WOM. 6. Municipal services, city attitude, and event attitude were found to be significant predictors of WOM behavior.This study suggests that host cities prioritize addressing residents’ needs regarding municipal services, in order to enhance public identification with the city image and strengthen the emotional connection between the city and its citizens. When residents develop a stronger sense of identification with the host city and the mega sporting event, the broader vision of achieving social sustainability through international mega-events can be more effectively realized.