Analysis of the Participation Motives and Behaviors of Off-road Running

• Main Authors: Yun-Chen Tsai, 蔡昀蓁
• Other Authors: Shui-Shun Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/x7pxtd

碩士 === 國立勤益科技大學 === 企業管理系 === 106 === After the government passed the amendment to the Labor Standards Act and approved “one fixed day off and one flexible rest day” system, the holidays of people in Taiwan increased. Therefore, the issues concerning sports, leisure, physical health, etc. have gradually attracted public attention. People in Taiwan have gradually started to attach importance to leisure, sports, and family activities. Off-road running activity is one of the activities where minimum equipment is required to be used. More and more people around the world are paying attention to personal physical health and are fond of developing exercise habits, which triggers the development of relevant business opportunities. Among a variety of leisure activities, off-road running leisure activity is one of the activities that can be easily completed and enables participants to fully integrate themselves with it and feel it. The purposes of this study are: (1) to investigate the sports and leisure participation motivation of off-road running activity participants; (2) to investigate the consumer behaviors of off-road running activity participants; (3) to investigate and analyze the difference between actual feeling and expected psychology of off-road running activity participants. This study performed in-depth interviews with club leaders involved in off-road running-related activities and events as the subjects. Research findings: With the vigorous development of activities, such as off-road running, in Taiwan, the sports and leisure activities have been developed in a universal, leisure-based, family-orientated, and physical limitation-based manner. Participants’ continuous participation in relevant activities, such as off-road running, enables them to achieve physical health, relieve emotional stress in leisure time, develop social interactions, and win recognition from communities. If general public can understand the positive effects created by relevant activities, such as off-road running, and participate in off-road running events, 2 major fields – marathon economy and tourism economy can be improved to generate more significant economic benefits. To these participants of relevant activities, such as off-road running, goal-setting can help participants develop a more positive and aggressive life attitude. The self-challenges from off-road running activities enable them to discover the value of self-existence and achieve the objectives of self-actualization, so that they are able to face more diversified challenges in life.