基于混合研究方法的马拉松赛事吸引力感知维度研究  

Perceptional Dimensions of Marathon Events’Attractiveness:A Mixed-methods Study

作　　者：傅钢强[1] 张辉[2] 陈芬[3] FU Gangqiang;ZHANG Hui;CHEN Fen(Zhejiang Agriculture and Forestry University,Hangzhou 311300,China;Nanjing Audit University,Nanjing 211815,China;Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江农林大学,浙江杭州311300 [2]南京审计大学,江苏南京211815 [3]浙江工商大学,浙江杭州310018

出　　处：《中国体育科技》2020年第6期40-45,共6页China Sport Science and Technology

摘　　要：深入剖析高质量马拉松赛事的吸引力感知维度,对比掌握部分普通赛事报名不足的主要因素,探究不同马拉松赛事的吸引力问题。基于跑者需求侧视角探讨马拉松赛事的吸引力感知维度,指出赛事吸引力是今后打造头部IP马拉松赛事的主要着力点。采用混合研究方法,首先,基于扎根理论从众多错综复杂影响马拉松赛事吸引力的因素中提炼了赛事质量、过程体验、参赛成本和赛事服务4个关键维度;其次,采用量化分析识别了4个感知维度的不同影响力,同时检验其对跑者再次参与赛事意愿的预测能力;最后,基于质性研究和量化研究的客观精确结合,分析了研究结果。The objective of this study is to explore the attractiveness of different marathon events,and analyze the perceptional dimensions of high-quality marathon events and compare the main factors of insufficient registration of general events.According to the needs of runners,the attraction of events is the main focus to build the primary IP marathon events in the future.Mixed methods are adopted in this research,first of all,four key dimensions of event quality,process experience,competition cost and event service are identified after grounded theory are conducted;in the nert part,the different influence of four perceptional dimensions are included,and the predictive ability for runners’willingness to participate in the event again are tested throughout quantitative research method;finally,results are presented in this part based on the combination of qualitative research and quantitative research methods.

关 键 词：马拉松 吸引力 感知 维度 

分 类 号：G80-05[文化科学—运动人体科学]