| Abstract: | 本研究旨在探討居民對路跑賽事衝擊認知與態度之間的關係，以立意抽樣法抽取南投縣集集鎮行政轄區內全部六所學校(集集國小、和平國小、隘寮國小、永昌國小、富山國小與集集國中) 的486位教師與學生家長為樣本。以單因子變異數分析探討不同背景變項居民在路跑賽事衝擊認知與態度的差異情形，並以多元逐步迴歸分析居民的路跑賽事衝擊認知與路跑賽事態度的關係。研究結果顯示：一、居民在社會文化正面衝擊 (M=3.44)感受度較高；對經濟負面衝擊 (M=2.96)感受度較低。對路跑的態度中，居民中度支持在集集鎮舉辦路跑(M=3.66)，但並未特別關心在集集鎮舉辦路跑的相關訊息(M=3.28)。二、學生、未婚、有穩定收入、常接觸跑者和遊客的居民對路跑賽事衝擊認知較有正面感受。年輕族群、未婚、學歷較高、不從事觀光相關行業對路跑賽事衝擊認知較有負面感受。未婚的居民對路跑賽事有較支持的態度。三、經濟正面衝擊、社會文化正面衝擊、實質環境正面衝擊與實質環境負面衝擊可有效預測居民的路跑賽事態度。 經濟正面衝擊、社會文化正面衝擊與實質環境正面衝擊對支持路跑有正向的預測能力，為了提升居民對舉辦路跑的支持程度，建議主辦單位在規劃路跑時，可與居民、店家或者當地政府合作，規劃結合在地文化特色的路跑，吸引觀光人潮；同時可舉辦在地的產業展售會，帶動經濟效益。
The purpose of this study was to examine the relationship between the residents' perception and attitudes towards the impact of running events. A total of 486 residents who were teachers or parents of the six schools (Ji-Ji Elementary School, He-Ping Elementary School, Ai-Liao Elementary School, Yu-Ying Elementary School, Fu-Shan Elementary School and Ji-Ji Junior High School) in Jiji town finished the questionnaire. ANOVA and t-test were used to examine the difference of residents’ perception of impacts and attitudes by demographics, and stepwise regression was used to examine the relationship between impacts and attitudes. The results indicated that:As to the impacts of road race events, residents perceived higher positive sociocultural impacts, and lower negative environmental impacts. For the attitude, residents did not pay extra attention to the events, but fairly support hosting road race events in Jiji town.Residents who were students, unmarried, with stable income, and had more interactions with runners tended to perceive higher positive impacts. Residents who were younger, unmarried, higher educated, with non-tourism-related job tended to perceive higher negative impacts. Unmarried residents tended to have more supporting attitudes to the road race events. Resident’s perceptions of the positive economic impact, positive sociocultural impact, positive environmental impact, and negative environmental impact could predict their attitudes to the road race events. Due to the effects of the positive economic, sociocultural, and environmental impacts on the attitude, future road race event organizers could work with local residents and government to increase the residents’ support by combining some sociocultural characteristics to the event or hosting some exhibitions or festivals to promote tourism and local economy. |
