節慶活動在結合觀光發展下,已成為最快速成長的觀光型態及趨勢之一,而台灣的民俗觀光資源具有豐富性及多元化,觀光局已開始著手整合這些觀光資源,其中,元宵節的燈會活動,最早在1980年,有計畫地將台灣燈會推廣成為國際觀光活動。舉辦活動可帶來極大的經濟效益以及集客效果,所以各縣市都積極的爭相活動舉辦權,但由於國內節慶觀光推廣仍在萌芽階段,為避免形式化之情況,應建構一套完善的舉辦地點評估模式,來確保台灣燈會的品質,以提昇民眾參與台灣燈會的意願,增加舉辦燈會為當地所帶來的效益。 本研究的目的是為建立台灣燈會的地點選擇評估模式,以文獻回顧與專家訪談發展評估架構,先以德爾菲法(Delphi Method, DM)進行兩次專家問卷,以確認評估因子,再以層級分析法(Analytic Hierarchy Process, AHP)專家問卷來計算因子間的權重值,建立台灣燈會的地點選擇因子之權重,並比較交通部觀光局、地方政府以及餐旅相關業者對於評估模式之差異,以提供相關單位參考。
The Lantern Festival is a traditional Chinese holiday, which is celebrated by the Chinese in many countries. It is the first major festival after the Chinese New Year. Since 1990, the Tourism Bureau organised the first Lantern Festival in Taipei. Taiwan Lantern Festival has been expanded and held in different city every year to promote local tourism in all parts of Taiwan. With a tremendous economic and tourism value brought by the event activities, a critical question for organisations and businesses involved in destination marketing and provision of services for festivals and events is how the Tourism Bureau decides where to hold the Taiwan Lantern Festival. The purpose of the research is to establish an evaluation model of the Taiwan Lantern Festival site selection. First, extensive literature review and in-depth interview with Taiwan Tourism Bureau are used to develop the primary evaluation criteria. Second, in order to ensure the validity of evaluation criteria, two-round Delphi methods are carried out to a panel of experts that included academics, representatives from government bodies and Professional Convention Organisers (PCO). Later, the use of the analytical hierarchy process (AHP) constructs an evaluation model with criteria that are confirmed by Delphi method and associated weights of festival site selection for event planners. The findings demonstrate a comparison of differnet viewpoint of site selection criteria from Taiwan Tourism Bureau, local governemnt, and hospitality/tourism industry. The managerial implications are also provided to the event organisers who intend to bid the host authority of Taiwan Lantern Festival in the future.
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