- 學位論文
烏來溫泉櫻花季活動之評估
The Evaluation of Wu-lai Hot Spring and Cherry Blossoms Festival’s Activities
摘要
近年來國內節慶活動在各地方政府卯足全力推展下，猶如雨後春筍般的出現，烏來溫泉櫻花季，亦為新興節慶活動之一環。烏來溫泉櫻花季以自然資源結合原住民文化發展出地方獨特節慶活動，主要目的在於增加觀光人潮、創造就業機會、帶動地方文化自我認知、行銷觀光資源及永續發展觀光文化產業。 本研究採用問卷調查法及訪談，針對烏來鄉居民、業者及公務員等，進行整體滿意度、活動效益認知、活動執行滿意度、影響活動成敗因素及吸引遊客目標認知等加以探討。 研究之具體結果如下： 一、烏來居民對烏來溫泉櫻花季活動之認知與滿意度普通，經差異性檢定僅性別無明顯差異，而學歷愈高者對溫泉櫻花季的認知愈高，業者較一般鄉民認知為高，且收入較高者認知亦較高；學歷愈低資訊來源以親朋好友較多，學歷愈高則以海報文宣較多，一般鄉民之資訊來源以親朋好友較多，其他行業則以海報文宣較多，主辦村落烏來村滿意度最低。 二、烏來居民對各項活動吸引力認知平均數偏低，經差異性檢定發現，月收入與村落有明顯差異，月收入200，001元以上者之滿意度大於50，000元以下者，信賢村居民之滿意度較烏來村為高，「音樂會、閉幕花火秀」普遍認為最能有效吸引人潮遊客。。 三、烏來居民對活動效益認知其中增加遊客量部份最受認同，經差異性檢定發現，教育程度與村落有明顯差異，經由Scheffe事後比較發現，不同教育程度並無顯著差異，信賢村居民之滿意度較烏來村為高。。 四、烏來居民對影響活動成敗因素的看法以各項物價上漲最受認同，經差異性檢定發現，行業與村落有明顯差異，如餐飲、溫泉旅館業服務人員之滿意度較行業為其他者高，而福山村之居民滿意度較忠治村為高。
並列摘要
In the past few years, there have been many new activities popping up in the countryside because of local governments’ impetus to create new festivals. The Wu-Lai Hot Spring and Cherry Blossom Festival is one of these new festivals, and it further developed its own special festival’s activities by combining natural resources and the culture of the local Aborigines. The main goals of this festival were to increase the number of tourists visiting the area, to create employment opportunities, to help locals further understand their own culture, and to maintain a sustainable environment for tourism. A research study was performed and it consisted of information gathered from questionnaire surveys and interviews directed at business owners, public officials and the residents of Wu-Lai. The results of the study were needed to gain an understanding of the overall degree of satisfaction felt by those surveyed, as well as, those who organized and ran the events. The study also gave an understanding of the benefits of having these activities, the factors, which can have both positive and negative influences on the activities, an understanding of what the people who were surveyed thought about attracting tourists to the area, and a complete discussion. The results of the research study provided the following: 1. The understanding and degree of satisfaction of the residents of Wu-Lai regarding to the festival are a little low, according to the survey result difference showed: they don’t have obvious different between sexes and the higher educated people have better acknowledgment on Cherry Blossom Festival. Owners get better acknowledgement than average people. Higher income people get better acknowledgement. Low educated people’s information very much relies on friends or relatives. High educated people rely on media. Average people gain information from friends or relatives. Others rely on media. Wu-La village owner tends to show the lowest satisfaction. 2. The average understanding of the residents of Wu-Lai regarding the attraction of the festival is a little low, according to the survey result difference showed: it is different in different monthly incomes and different villages. Income over NTD 200,001 has better satisfaction than those who are under 50,000. Hsin shan village residents’ has higher satisfaction than Wu-La 3. The understanding of the resident of Wu-Lai regarding each activity they agree with the benefit of increasing the number of tourists most, according to the survey result difference showed: it is different between the levels of education and different villages. According to Scheffe survey comparison, different education level doesn’t show a significant difference, Hsin Shan village residents have higher satisfaction than Wu-Lai village. 4. As local residents the positive and negative cause influence they agree with the rising price of each item most, according to the survey result difference showed: it is different between every industries and different villages. Restaurants, hot spring hotel employees have higher satisfaction than others. However, Fu-Shen village resident has higher satisfaction than Chung-Gi village.