利用VIKOR法來探討六堆客家文化園區發展績效之研究

近年來因為客家文化的興起，使客家文化的食衣住行育樂等方面都受到各界高度重視，讓許多客家族群或是非客家族群開始利用客家文化來謀生，針對上述的背景與動機來進行研究，本研究以文獻文析法和專家訪談，來瞭解客家文化推廣的重要因素，再用層級分析法（AHP）來分析因素的權重及排序，進一步針對實際到六堆客家文化園區的參觀者進行問卷調查，運用折衷排序法（VlseKriterijumska Optimizacija I Kompromisno Resenje, VIKOR）分析，探討六堆園區的各項績效之滿意度，並提出改善建議。根據本研究以「台灣南北客家文化園區設置計畫」為研究對象，建構五個功能構面與二十項活動準則，由AHP專家問卷結果顯示：所有專家在整體排序認為重要程度最高前三項為「舉辦特色產業加值計畫」、「規劃主題導覽與舉辦特展」與「客家景點套裝旅遊」；而重要程度最低後三項為「園區內成立研究中心」、「文史工作者參與推展」與「客家文資（物）研究與典藏」。針對六堆園區為個案對象，其分析顯示：參觀者認為「帶動觀光」為園區內最佳績效之功能；次之，則為「藝文推廣」之功能；在功能構面下的活動準則部份，參觀者認為園區內最佳績效之活動為：「聯合舉辦民俗節慶活動並共同行銷」、「客家傳統戲曲與客家音樂推廣」與「文史工作者參與推展」三項。參觀者也認為「振興產業」為園區內最差績效之功能；而功能構面下的活動準則部份，參觀者認為園區內最差績效之活動為：「舉辦招商活動」、「舉辦客語競賽」與「園區內成立研究中心」三項。綜合以上，本研究認為目前六堆園區應該對「振興產業」部份要優先改善，尤其加強「舉辦招商活動」的部分。

關鍵字

六堆客家文化園區；層級分析法；折衷排序法

並列摘要

In recent years, Hakka culture began to rise and develop gradually in Taiwan. Then, people will have highly attention on the Hakka culture's Food, Clothing, Housing, Transportation, Education, and Entertainment. It lets also many Hakka groups or non Hakka groups who start using the Hakka culture to do business. We are also interested in the issues of Hakka culture promotion. In paper, we will first employ the literature analysis and expert interviews to explore some factors in the promotion of Hakka culture. Second, the Analytic Hierarchy Process (AHP) is used to analyze the factors weights via expert questionnaire. Finial, a case study of Liudui Hakka Culture Park is researched by using the VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje) method via sample survey of visitors to explore the performance satisfaction, and make recommendations for improvement.In paper, we would construct the five functional dimensions and twenty activity criteria according to the study ”the establishment plan of the northern and southern Taiwan Hakka Cultural Park” and experts' suggestions. In the result of experts' questionnaire for AHP, all experts think that the first three factors are ”Holding the valueadded program of special industry”, ”Planning theme navigation and organizing special exhibitions” and ”Hakka attractions travel packages”. Otherwise, the last three factors are ”Set up research center in the park”, ”Cultural workers who participate in the implementation of” and ”Hakka cultural Studies and collection”.In a case study of Liudui Hakka Culture Park, the visitors think the first two best performance ranking is ”Promoting tourism” and ”Arts Promotion” in the functional dimensions. In activity criteria, the visitors think the first three best performance ranking is ”Jointly hold folk festivals and co-marketing”, ”Promoting the traditional Hakka opera and music”, and ”Cultural workers who participate in the implementation of”. Otherwise, the visitors think the most wrong performance is ”Revitalizing industry” in the functional dimensions. There are the last three wrong performances: ”Merchants events”, ”Holding Hakka contest”, and ”Setting up research centers in the park”.Based on the above, its top priority is to be improve for ”Revitalizing industry” in the functional dimensions and ”Merchants events” in activity criteria.