本文是探討賽事觀賞者的涉入程度、參與動機、賽事體驗價值、城市意象與旅遊效益之關係，以職棒觀賞者為研究對象，透過紙本及網路問卷，進行抽樣調查。賽事觀賞者親臨現場體驗賽事活動，國際賽事能短期吸引球迷並創造龐大商機外，職業運動經營更需要球迷長期關注與支持，職業運動球隊與都市結合成為地方特色的投射，吸引球迷進場並動帶城市觀光旅遊。 本研究採量化之研究方式，透過問卷發放收集資料並以結構方程模式驗證假說關係。結果顯示：涉入程度對賽事參與動機有顯著相關；參與動機對賽事體驗價值有部分顯著相關；賽事體驗價值對城市意象有部分顯著相關；城市意象對旅遊效益有部分顯著相關。依據上述研究，提出相關建議供球團經營者及地方政府相關部門做為參考。 The study is trying to understand sports spectators' involvement, participation motivation, competition experience value, the image of city and tourism benefit--a case study of professional baseball game. The research uses the sample survey through online and paper questionnaire. Sports Spectators come to the site to experience the matches. International matches can attract fans and create huge business opportunities in the short term. Professional sports operations require long-term attention and support from the fans. The combination of professional sports teams and the city has become a local feature. It can attract fans to enter the stadium and promote city tours. According to survey statistics, Structural equation modeling (SEM) validation study shows that the relationship in the hypothesis. The results of this study are as following: The degree of involvement with the participation motivation are significantly. Participation motivation is partially related to the value of the competition experience. The value of the competition experience is partially related to the image of the city. The image of the city is partially related to tourism benefit. According to the result, we make some suggestions to team operators and local government as a reference.
