威廉瓊斯盃的舉辦帶給觀賽球迷精彩的籃球比賽，不僅有助於提昇國人參與運動賽事的意願，並能提昇球迷參與國際籃球賽事的運動觀光需求，對於周邊經濟效益的提昇及活絡地方經濟發展亦有相當大的貢獻。本研究利用旅行成本法建構出2016 威廉瓊斯盃賽事的運動觀光需求模型，分析影響觀賽球迷運動觀光需求的影響因素，進一步評估舉辦理威廉瓊斯盃籃球賽事的經濟效益。研究發現：(1) 所得較高、曾觀看其他國內運動賽事、蒞臨現場觀看威廉瓊斯盃的時間較長、年齡層較低及未發現觀賽品質的受訪球迷，對於威廉瓊斯盃有較高的運動觀光需求；(2)平均每位球迷前往2016 年威廉瓊斯盃所獲得的觀賽經濟效益介於12,761 元及14,372 元之間，若將此觀賽效益以總進場人入加以換算，則所獲得的總經濟價值將相當可觀；(3) 本研究結果將有助於學術界將運動觀光需求應用於國際籃球賽事的探討，更有助於主辦單位在後續舉辦威廉瓊斯盃國際籃球賽事及擬定預算分配的參考依循，此結果將能應用在其他性質相近的國際體育賽事。

William Jones Cup brings tremendous basketball games to audiences to increase the intention of participating competition games, sport tourism demand for international basketball games and to make great contributions to the growth of local economic. This research uses Travel Cost Method (TCM) to measure sport tourism demand in 2016 William Jones Cup and analyze influence factors of sport tourism demand and economic efficiency. The study shows (1) Audiences who have higher recreational demand are those who have more income, who have involved in other sport competition before, who stay more time in watching William Jones cup, who are younger generation and who do not aware of the quality of the tournament. (2) The average amount of economic efficiency in 2016 William Jones Cup is between NTD12, 761 to NTD14, 372 per person. Economic efficiency will be quite considerable by timing with total audiences. (3) The result helps academics studies in application of sport tourism demand in international basketball tournaments. Moreover, the results provide budget consultation for holding future William Jones Cups and also can be applied to other similar international sport tournaments.