休閒事業公共關係效益評估之研究─以水美溫泉會館為例

Abstract

休閒事業公共關係效益評估之研究─以水美溫泉會館為例 研究生：陳虹吟 指導教授：施致平 博士 摘要 分析運動休閒事業發達的國家，如美國，可發現公共關係在運動休閒事務的推展上扮演重要的角色，且公共關係在運動休閒活動中的運用也行之有年。引此，本研究以水美溫泉會館為個案研究，試圖了解公共關係於國內休閒事業推展之現況，並深入了解其公關執行效益，為國內運動休閒學界與業界提供公共關係效益評估之參考模式。依據研究目的，本研究以公關企劃人員、現有及潛在消費者及相關媒體報導為研究對象，採深度訪談法、問卷調查法及內容及分析法分析評估水美溫泉會館公關運作現況及執行效益，主要發現如下： 一、公關運作現況 水美公關運作目標為提升組織知名度與形象、喚起消費者記憶、與重要團體建立關係及增加銷售利潤；公關對象則以媒體為首要，其次為現場消費者及組織員工；公關運作可歸類為整合行銷傳播學派；公關策略規劃步驟不脫「RACE」四步驟；公關運作模式偏向單向不對等的公共資訊模式。 二、公關執行效益 積極與媒體發展建立良好關係，媒體曝光效益較主要競爭者高，且報導面向多為正面；現有及潛在消費者公關模式認知皆以新聞代理模式平均得分為最高，與館方公關策略運作略有差距；現有及潛在消費者對水美整體評價認知皆高於「普通」，然而未達「好」的標準。 根據以上研究結果提出以下建議：公關資源重新調整與分配；加強公關策略規劃前的研究工作；積極建構組織與消費大眾雙向對話的機制；建立多元的評估方式。

The Study of Evaluating the PR Effectiveness in the Leisure Business —A Case of the SweetMe Hotspring Resort

Hung- Yin, Chen Advisor: Chih- Pin, Shih, Ed. D. Abstract

To look into the countries with flourishing sport and leisure business, such as the U. S., it’s can be found that the PR plays a critical role to push forward the sport and leisure business blooming. Besides, the PR has been carried out for many years in the leisure business, especially in the advanced countries. For the reasons, the study which is a case study of the SweetMe Hotspring Resort was made to try to understand how the PR worked in the leisure business in Taiwan and to show how to evaluate its effectiveness which can be a reference model for the academic circle and the business circle in the near future. According to the purpose of the study, the subject were the staffs responsible for the PR in the SweetMe Hotspring Resort, the existing and potential consumers, and the related documents. The paper was finished by the research worker with in- depth interviewing, questionnaires investigating, and content analyzing. The results are as follows: 1. how the PR worked The purposes of the PR of the SweetMe Hotspring Resort were to promote the reputation and image, to recall the remembrance from the consumers, to set up the relationship with the key groups, and, most of all, to increase the profits. The main PR subjects were the media, the existing consumers, and the staffs. Aalyzing the PR strategy, it could be the model of public information, and then the company followed the “RACE” four steps to map out their PR strategies and plans. 2. the effectiveness of the PR The company actively developed the good and firm relationships with the media; so, it gained more fruitful results than its main competitors. From the investigation, it shows that both the existing and potential consumers, they gave the highest grades on the press agentry model. Moreover, both the consumers in existence and the potential consumers gave the grades higher than “3.50” but lower than “4.00” which means that they felt more than averagely satisfied but lower than well satisfied. From the above mentioned, the investigator provides some suggestions for the company: to redistribute the resources to the PR subjects, to make up for the research work for the PR strategy, to build the bridge for the company and the public to communicate symmetrically, and to try to take advantage of various ways to evaluate the PR effects.