本研究之目的在於探討台南古都國際馬拉松參賽者，對於運動賽會參與的運動觀光體驗價值進行研究分析。統計方式運用因素分析、獨立樣本t 檢定與單因子變異數分析進行資料的檢定。結果顯示31-40歲、未婚、男性、大專院校教育程度、從事商業、來自中部地區、參加過3次以下馬拉松的參賽者最多，觀光行程安排以參觀古蹟佔最多數，安排美食與購買名產次之。大專院校教育程度的參賽者在「服務優越性」與「消費者投資報酬」顯著優於研究所以上教育程度的參賽者，個人月收入30,000元以下的參賽者在「服務優越性」、「消費者投資報酬」、「美感」與「趣味性」均顯著優於30,001-50,000元與50,001-70,000元的參賽者，參加過所有馬拉松次數為3次以下的參賽者在「服務優越性」、「消費者投資報酬」、「美感」與「趣味性」均顯著優於參加過所有馬拉松次數為4-6次與7-9次的參賽者。建議賽會單位提早對於賽事進行宣傳活動，每年更新海報與宣傳紀念品，空曠地點設置大型電視牆播放現場的情況，比賽路線安排繞過不同景點，讓參賽者每年都有驚奇的感受。

The purpose of this study was to focus on the participants of Tainan Ancient Capital International Marathon and to discuss their experiential value of sports tourism for the sport event participation. Factor analysis, t-test and One-way ANOVA were exercised in this study. The results revealed that the demographic data of most participants was at age of 31-40, single, male, college graduate, working in business industry, reside in Middle of Taiwan, raced less than 3 times. With regards to the tourism arrangement, most participants would visit historic spots, secondly enjoy local famous and delicious cuisine and shop for specialty goods and food. As to “service excellence” and “consumer return on investment”, runners graduated from college were better than those graduated from graduate schools. As to “service excellence”, “consumer return on investment”, “aesthetics” and “playfulness”, participants whose monthly income below 30,000 were superior to participants whose monthly income between 30,000 to 50,000 and 50,001 to 70,000; participants raced less than 3 times were also greater than raced between 4 to 6 times and 7 to 9 times. It is suggested that the event host make early publication and promotion for the event. Posters, publication flyers or souvenirs shall be renewed each year. It will be great to accommodate a live TV wall broadcasting. In order to create amazing experience for participants every year, different sightseeing spots can be arranged along the racing routes.