| Summary: | 碩士 === 臺北市立大學 === 體育學系體育碩士在職專班 === 103 === A Conjoint Analysis of Ticket Demands for the Opening and Closing Ceremonies of 2017 Taipei Summer Universiade
Shih-Fu Wang
Department and Graduate Institute of Physical Education,
University of Taipei
Abstract
This study aims to discuss ticket demands of residents in Greater Taipei area for the opening and closing ceremonies of 2017 Taipei Summer Universiade to calculate the relevant importance, part-worth, and the optimal combination. In Phase 1, Focus Group Discussion and one on one interviews on scholars and experts were conducted to screen calculation attributes concerned the most by interviewees, and the sequence of attributes to purchase tickets for the opening and closing ceremonies of 2017 Taipei Summer Universiade is from “ticket price,” “performance program contents,” to “seat location.” According to quantitative investigation results, four measurement levels including “NT$500,” “NT$750,” “NT$1,000” and “NT$1,500” were set up for “ticket price;” three measurement levels, “pop song and dancing performance,” “acoustics and lighting technology presentation,” and “traditional cultural performance” were set up for “performance program contents;” and “infield,” “outfield,” and “VIP seats” were set up for “seat location” according to the design of Taipei Dome. The purposive sampling was conducted in Phase 2 quantified investigation with 600 copies of questionnaire distributed and 503 effective copies returned. Results indicate that consumers consider “ticket price” as the most important factor for preference and “NT$500 dollars,” “pop song and dancing performance,” and “VIP seats” as the optimal effectiveness combination. Simulation results pf market preference also show price as the core attribute of consideration. Hence, this study suggests for marketing plan of 2017 Taipei Summer Universiade, in addition to few high priced tickets for the purpose of sponsoring, in order to build a strong consumer base, the low price strategy should be taken. That will not only meet the expectations of consumers in Taiwan but also satisfy their sense of participation in the historical sports event but also reach the organizer’s goal for a full stadium. It is suggested the performance programs shall incorporate with the elements of popular culture.
Keywords: 2017 Taipei Summer Universiade, Ticketing, Conjoint Analysis
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