陽光、活水、人文：臺東國際鐵人三項之觀光賽事發展

Abstract

本研究將從利害關係人理論、社區營造與城市行銷的角度以及賽事單位、政府官員、選手、賽事技術總監等人的觀點與經驗談，並從臺東鐵人賽與國際接軌初始、鐵人故鄉在臺東、立足臺東放眼國際三個主題，進一步臺東縣活水湖舉辦鐵人三項的發展現況，使其找出如何透過體人三項賽事帶動臺東縣地方發展，同時讓鐵人三項賽事成為臺東縣重要的品牌意象之一。本研究採用半結構式訪談法，並針對6位與臺東鐵人三項賽事有關之賽事單位、政府官員、選手、賽事技術總監進行訪談，所得結論如下：一、 臺東充分運用自然美景、多元文化、美食和安全環境，成功舉辦多次國際鐵人三項賽，提升聲譽和地位。國際合作吸引選手和觀眾，推動旅遊經濟，儘管挑戰不少，通力合作解決，臺東有望成為知名鐵人三項賽目的地，帶來經濟和社會效益。二、 臺東鐵人三項賽事的成功來自於安全性和賽道設計的卓越，結合當地景點和原住民文化，為參賽者和觀眾帶來獨特體驗。賽事舉辦也促進社區凝聚、文化發展和經濟繁榮，使臺東成為鐵人三項賽事的故鄉，深深吸引參與者與支持者。三、 臺東鐵人三項賽事在觀光、國際影響力和未來展望方面具重要地位，提升聲譽和知名度，吸引國際選手參賽。透過國際品牌合作，臺東成為亞洲賽事中心，對城市行銷、產業發展、觀光業和體育文化正面影響，有望成為具影響力的鐵人品牌。基於上述結果，建議臺東政府持續改善賽事品質，並強化國際合作與推廣，同時發展賽事周邊活動以及加強志工培訓，同時持續與地方政府和各界業者合作，讓臺東成為亞洲地區長期舉辦鐵人三項賽事的重要目的地之一。針對未來研究，建議可以質、量並重的方式，並將其結果進行交叉比對，以提高研究的可信度。This research approaches the study from the perspectives of stakeholder theory, community building, and urban marketing, as well as the viewpoints and experiences of event organizers, government officials, athletes, and the event's technical director. It focuses on three main themes: the initiation of the Taitung Ironman Triathlon and its international integration, the Ironman's connection to its hometown Taitung, and its global ambitions. The study further explores the current development of hosting Ironman Triathlon events at Taitung County's Hualien Lake. The aim is to uncover how these events can drive local development in Taitung County and establish Ironman Triathlon as a significant brand identity for the region.The research methodology involves semi-structured interviews conducted with six individuals associated with the Taitung Ironman Triathlon, including event organizers, government officials, athletes, and the technical director. The conclusions drawn from these interviews are as follows:1. Taitung effectively utilizes its natural beauty, diverse culture, cuisine, and safe environment to successfully host numerous international Ironman Triathlon events, elevating its reputation and status. International collaboration attracts participants and spectators, thereby stimulating the tourism economy. Despite challenges, collaborative efforts indicate that Taitung is on track to become a renowned destination for Ironman Triathlon, yielding economic and societal benefits.2. The success of the Taitung Ironman Triathlon stems from outstanding safety measures and course design. By integrating local attractions and indigenous culture, the event provides a unique experience for participants and observers alike. The event also promotes community cohesion, cultural development, and economic prosperity, solidifying Taitung's status as the home of the Ironman Triathlon and attracting participants and supporters alike. 3. The Taitung Ironman Triathlon holds a significant position in terms of tourism, international influence, and future prospects. It enhances reputation and visibility, attracting international participants. Through international brand collaborations, Taitung could become an Asian event hub, positively impacting urban marketing, industry development, tourism, and sports culture. This positions Taitung to be an influential Ironman brand.Based on these findings, it is recommended that the Taitung government continues to enhance event quality, strengthen international collaboration and promotion, develop ancillary event activities, and bolster volunteer training. Collaborative efforts with local authorities and stakeholders should persist, establishing Taitung as a critical destination for the long-term hosting of Ironman Triathlon events in the Asian region. As for future research, a combination of qualitative and quantitative approaches is advised, along with cross-validation of results, to enhance the credibility of the study.