推廣高齡運動應以發展高齡運動產業為方向，而不是辦理一次性活動或單靠政府補助與福利政策，惟過去研究少以業者的觀點檢視我國人口高齡化的趨勢中，高齡運動服務產業的經營現況及未來因應策略。因此，本研究的目的在了解雲嘉地區高齡運動服務業者的現況及針對人口老化的因應策略。本研究以雲林縣、嘉義縣及嘉義市地區高齡者較有機會使用之運動服務產業為對象，選定5個據點共10位業者或管理者進行半結構式深度訪談，並採紮根理論，利用開放、主軸及主題編碼，將訪談錄音內容分門別類，歸納出受訪者主要表達的概念和理論。研究發現高齡者參與運動的比率高，但普遍不願意付費運動。健康動機、社交動機及過去運動經驗是影響高齡者參與運動的重要因素。另一方面，研究發現業者普遍尚未特別規劃高齡者運動行銷策略，並認為待現階段中高年的運動消費者步入高齡階段，將是高齡運動產業重要發展契機。研究結果經討論並提供業者行銷營運之建議及政府政策推動之參考。

Developing a robust elderly sport industry would be the better strategy to promote exercise-for-successful aging than hosting single-shot events or relying on government subsidy or welfare. However, very few studies have examined the current development and future trends of elderly sport industry from the industrial perspective. The purpose of this study was to examine the current development and future strategy of the elderly sport industry in Yunlin and Chiayi areas in Taiwan. A total of 10 managers or owners of 5 potential elderly sport service providers were recruited as research subjects in Yunlin and Chiayi areas in Taiwan. The grounded theory was applied to extract the major concepts and models from the in-depth interview transcript. The results indicated that elders frequently participated in physical activities with health and social motivations, but most were not willing to pay for the services. Prior experience and sport/excise ability were important determinants of participation. On the other hand, potential service providers have not developed elder-specified marketing strategies, and believed that the elderly sport industry will bloom when the current middle ages become the elders. Results were further discussed, and suggestions were provided for the industry and government.