RESEARCH ON THE MARKETING AND PUBLIC RELATIONS EFFECT AND SPORT EVENT SATISFACTION OF THE TAIPEI 2017 UNIVERSIADE

The purpose of this study is to investigate the spectators’ marketing and public relations and sport event satisfaction with their participation in the Taipei 2017 Universiade. Meanwhile, based on the comparison of different personal background variables, this study compares the attractiveness and satisfaction of the spectators’ marketing and public relations recognition, marketing and public relations attitude, event planning and sport event services. A random sampling method is adopted in this study. Among spectators, university students of the Taipei 2017 Universiade are selected. A total of 700 questionnaires are distributed and 680 valid questionnaires are collected. The effective recovery rate is 97.14%. The research tool of this study is “Satisfaction scale of marketing and public relations effect and sport event satisfaction of the Taipei 2017 Universiade”. This study uses statistical methods such as descriptive statistics, independent sample t-tests, and so forth. The results of this study are: (1) In the Taipei 2017 Universiade, spectators have the highest attractiveness with “Internet” in “media tools” of marketing and public relations recognition, followed by the factor of “TV”; (2) In “marketing and public relations attitude” of the Taipei 2017 Universiade, “marketing and public relations present efforts and earnest of Taiwan” ranks the highest, followed by “marketing and public relations are impressed”; (3) In “sport event services” of the Taipei 2017 Universiade, “auditorium” ranks the highest, followed by “broadcast notification”; (4) There is no significant difference in the attractiveness and satisfaction among spectators with different personal background for “marketing and public relations recognition”, “marketing and public relations attitude”, and “sport event services” in the Taipei 2017 Universiade