節慶活動發展評估-南投茶葉世界博覽會之探討

南投世界茶業博覽會舉辦以來，除了名正言順理所當然推廣台灣多元豐富的茶文化，並同時更是提供廠商最佳時段與場域針對參訪遊客銷售所有優質相關茶葉產品和其他農產品，更是讓茶葉愛好者有個年年朝聖的節慶活動。本研究目的是「南投世界茶業博覽會」2015-2020年舉辦之評估、檢討，並提出2022年重新舉辦之整體建議。本研究之研究問題包含: 1.「南投世界茶業博覽會」舉辦之量化調查確認。 2. 「南投世界茶業博覽會」舉辦之量化調查之整體評估與相關分析。 3.「南投世界茶業博覽會」2022年重新舉辦之整體建議。本研究之研究者是透過次級、量化、實體與數位、主辦單位外部、描述型資料的歸納整理，並進而將「南投世界茶業博覽會」之量化評估結果，與論文指導老師共同確認與相互比較。整體而言，南投世界茶業博覽會之量化評估資料收集涵蓋所有年分與參觀後遊客消費行為、園區內直接消費、園區外消費 (人數與消費金額)，因此經濟效益可以說是有相當明確的了解與確認。

關鍵字

節慶活動；發展評估；南投茶葉世界博覽會

並列摘要

Since the Nantou Global Tea l Expo was held, it has not only promoted Taiwan's diverse and rich tea culture, but also provided manufacturers with the best time and place to sell all high-quality related tea products and other agricultural products to tourists. It is an annual pilgrimage festival in Taiwan.The purpose of this research is to evaluate and review the "Nantou Global Tea Expo" held in 2015-2020, and to propose an overall proposal for its re-organization in 2022. The research questions of this study include: 1.It is to confirm the results of quantitative survey of the Nantou Global Tea Expo. 2.Overall evaluation and relevant quantitative analysis of the "Nantou Global Tea Expo. 3.The overall proposal for the re-hosting of the Nantou Global Tea Expo" in 2022. The researcher of this study is through the induction and sorting of secondary, quantitative, physical and digital, external and descriptive data of the organizer, and then the quantitative evaluation results of the Nantou Global Tea Expo are confirmed and exchanged with the thesis advisor. Compare. On the whole, the quantitative evaluation data collection of Nantou Global Tea Expo covers all years and post-visit tourist consumption behavior, direct consumption in the park, and consumption outside the park (number of tourists and consumption amount), so the economic benefits can be said to be quite clear understand and confirm.