2024中華職棒在臺北大巨蛋舉行之經濟效益評估
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2025
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中華職棒各隊近年來皆採用主場制度之經營策略，舉辦體育賽事對促進當地經濟發展具有顯著的成效。除了依據市場價格資訊計算直接效益，球場所帶動之觀光旅遊消費等間接效益及球迷在觀看賽事時所產生之心理滿足感等無形效益皆為重要之衡量因素，只有綜合考慮上述因素，才能全面衡量賽事所帶來的經濟效益。本研究方法採用「條件評估法」與「旅遊成本法」，將「前往臺北大巨蛋觀賞中華職棒賽事」視為一種遊憩活動，估算觀眾觀前往臺北大巨蛋觀賞中華職棒的個人遊憩效益，並進一步推估整體賽事所帶來的經濟效益。本研究於2024年中華職棒例行賽期間進行問卷調查，採用立意抽樣於網路發放問卷，並前往臺北大巨蛋透過便利抽樣發放問卷，以前往棒球場觀賞中華職棒之觀眾作為研究對象。透過描述性統計及迴歸分析進行資料分析得出本研究結果為：前往臺北大巨蛋觀賞中華職棒例行賽之觀眾以男生居多，平均年齡33.12歲，未婚者居多，職業以上班族居多，個人月收入以30,001 元～50,000 元居多，家庭月收入以50,001元～100,000元為最多，使用交通工具以捷運居多，平均交通時間為66.50分鐘，平均3.15人共同進場觀賽。透過條件評估法得出每人每次之遊憩效益為5,193.74元，經濟效益為4,083,261,256.86元。透過旅遊成本法得出每人每次之遊憩效益為19,234.10元次，經濟效益為15,121,637,844.90元。
In recent years, all teams in the Chinese Professional Baseball League (CPBL) have adopted the home-field management strategy, which has proven to have a significant impact on revitalizing local economies through hosting sports events. Beyond calculating direct benefits based on market price information, it is crucial to account for indirect benefits, such as tourism and consumption stimulated by the stadiums, as well as intangible benefits like the psychological satisfaction experienced by fans during games. Only by comprehensively considering these factors can the overall economic impact of the events be accurately assessed.This study employs the Contingent Valuation Method (CVM) and the Travel Cost Method (TCM), two approaches within non-market value evaluation, as research methodologies. Viewing"attending Chinese Professional Baseball League (CPBL) games at Taipei Dome" as a recreational activity, the study estimates the individual recreational benefits for spectators and subsequently projects the overall economic benefits of the events. The sampling period corresponds to the 2024 Chinese Professional Baseball League (CPBL) regular season. Purposive sampling was used to distribute questionnaires online, while convenience sampling was conducted at Taipei Dome, targeting spectators attending CPBL games. Data analysis was performed using descriptive statistics and regression analysis, yielding the following results：Spectators attending CPBL regular season games at Taipei Dome were predominantly male, with an average age of 33.12 years. Most were unmarried and employed in office jobs. The majority reported individual monthly incomes ranging from NT$30,001 to NT$50,000 and household monthly incomes between NT$50,001 and NT$100,000. The most commonly used mode of transportation was the MRT, with an average travel time of 66.50 minutes. On average, groups of 3.15 people attended games together. Using the Contingent Valuation Method (CVM), the estimated individual recreational benefit per visit was NT$5,193.74, resulting in an overall economic benefit of NT$4,083,261,256. Meanwhile, the Travel Cost Method (TCM) estimated an individual recreational benefit per visit of NT$19,234, with a total economic benefit of NT$15,121,637,845.
In recent years, all teams in the Chinese Professional Baseball League (CPBL) have adopted the home-field management strategy, which has proven to have a significant impact on revitalizing local economies through hosting sports events. Beyond calculating direct benefits based on market price information, it is crucial to account for indirect benefits, such as tourism and consumption stimulated by the stadiums, as well as intangible benefits like the psychological satisfaction experienced by fans during games. Only by comprehensively considering these factors can the overall economic impact of the events be accurately assessed.This study employs the Contingent Valuation Method (CVM) and the Travel Cost Method (TCM), two approaches within non-market value evaluation, as research methodologies. Viewing"attending Chinese Professional Baseball League (CPBL) games at Taipei Dome" as a recreational activity, the study estimates the individual recreational benefits for spectators and subsequently projects the overall economic benefits of the events. The sampling period corresponds to the 2024 Chinese Professional Baseball League (CPBL) regular season. Purposive sampling was used to distribute questionnaires online, while convenience sampling was conducted at Taipei Dome, targeting spectators attending CPBL games. Data analysis was performed using descriptive statistics and regression analysis, yielding the following results：Spectators attending CPBL regular season games at Taipei Dome were predominantly male, with an average age of 33.12 years. Most were unmarried and employed in office jobs. The majority reported individual monthly incomes ranging from NT$30,001 to NT$50,000 and household monthly incomes between NT$50,001 and NT$100,000. The most commonly used mode of transportation was the MRT, with an average travel time of 66.50 minutes. On average, groups of 3.15 people attended games together. Using the Contingent Valuation Method (CVM), the estimated individual recreational benefit per visit was NT$5,193.74, resulting in an overall economic benefit of NT$4,083,261,256. Meanwhile, the Travel Cost Method (TCM) estimated an individual recreational benefit per visit of NT$19,234, with a total economic benefit of NT$15,121,637,845.
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中華職棒, 條件評估法, 旅遊成本法, 經濟效益, Chinese Professional Baseball League (CPBL), Contingent Valuation Method (CVM), Travel Cost Method (TCM), The Economic Benefit