| Abstract: | 運動服務業隸屬於運動產業之下，包括運動用品批發零售、運動資訊與傳播、運動設施營運、運動技能指導、運動賽會籌辦、運動賽會行銷、運動觀光等子產業。過去，臺灣運動產業以運動製造業為主，運動服務業多仰賴政府預算的投入，產值也不甚理想。近年來，健康意識抬頭，民眾對於休閒活動的參與意願大大提升，2017臺北世大運以後，國人觀賞運動以及從事運動的比例也大幅增加。為了使運動服務業更加蓬勃發展，本文以土耳其做為例子，分析土耳其的運動發展歷程，並分別從運動贊助、職業運動、運動賽會與運動觀光等四個面向探析土耳其運動服務業的表現。過去研究多參考歐美國家的經驗，但文化的差異以及運動市場的規模，使得參考價值不高。由於土耳其的文化與華人文化較接近，在國際競技運動表現上稍優於我國，且重點培訓項目與我國相似度高，再加上土耳其舉辦國際運動賽事的經驗相當豐富，運動觀光與職業運動的發展也相當完善。藉由土耳其的經驗，更能作為我國發展運動服務業的標竿，冀望本文之探析能為我國學術界開創新的研究對象與研究議題，實務上更能提供政府、企業主或是運動服務產業相關從業人員一個參考依據，俾使我國運動服務業之發展更臻完備。
The sports service industry is subordinated to the sports industry, including sports goods wholesale and retail, sports information and communication, sports facilities operations, sports skills guidance, sports competitions, sports and other sub-sectors. In the past, Taiwan's sports industry was dominated by sports manufacturing, and the sports service industry relied heavily on government budget input, and its output value was not satisfactory. In recent years, health awareness has risen, and the public's willingness to participate in leisure activities has greatly increased. After the 2017 Taipei Universiade, the proportion of people watching sports and engaging in sports has also increased significantly. In order to make the sports service industry more vigorous, this article takes Turkey as an example to analyze the development of Turkey's sports, and the performance of the Turkish sports service industry from sports sponsorship, professional sports, sports games and sports tourism. In the past, the study used to refer to the experience of European and American countries, but the cultural differences and the scale of the sports market made the reference value was not very high. Because Turkey's culture is closer to Chinese culture, it is slightly better than Taiwan in the performance of international competitive sports, and Turkey's experience in hosting international sports events is quite rich. Furthermore, Turkey's sports tourism and professional sports are also well developed. With the experience of Turkey, it can be used as a benchmark for the development of sports service industry in Taiwan. I hope that the analysis of this article can open up new research objects and research topics for Taiwan. In practice, it can provide a reference to government, business owners or any other related industry practitioners to make the development of Taiwan's sports service industry more complete. |
