金门马拉松赛会经营之研究

Event Management of Kinmen Marathon

以参与金门马拉松活动者为研究对象,搜集研究者参加"2008金门马拉松赛"的报道资料、金门地区相关文献、媒体曝光效益的评估与实质效益分析,研究金门马拉松赛的效益。结果显示:2008金门马拉松赛会,主办单位投入7 400 000元,单计算参与者(不含眷属),其投资报酬率为252.47%,纳入传播媒体宣传效益,其投资报酬率高达1 118.7%,再扣除厦门媒体投入宣传费用(纯赞助),整个赛会投资报酬率更高达6 409.93%,其成效十分可观,是金门地区目前最具效益的赛会,值得继续推广。

The purpose of the study was to evaluate the benefits for＂Kinmen Marathon＂that was hosted in 2008.It was shown that the input by the host was 7 4000 000 NT dollars.The Return on Investment（ROI）was 252.47%,which was calculated only with regard to the participants.The ROI increased to 1 118.7%,includ ing the effectiveness of media exposure.Excluding the expenditure on media exposure by Xiamen,the ROI in creased to 6 409.93%.According to the results,the benefits were among the best for Jinmen and needed to be promoted.