本研究以參與臺北市舉辦牛肉麵節之店家爲研究對象,先採取深度訪談方式,再經由全面性調查在2005年至2008年期間參與過此節慶活動店家,探討店家參與節慶活動之態度及對其產生之效益做評估。經由資料分析結果得知:一、店家多數爲參與過一次節慶活動且經營十年以上;二、在參與態度構面可區分爲三個因素:「參與認知」、「參與情感」、「參與意向」;參與動機構面分爲三個因素「利己動機」、「利他動機」、「社會責任」;效益評估構面則可分爲三個因素:「經濟效益」、「品質效益」、「產業效益」。最後經由研究結果得知店家的參與態度會對效益評估產生正向顯著影響,且參與態度透過參與動機亦會正向顯著影響效益評估。店家整體的觀點是對於辦理節慶活動,有促進當地的經濟發展,活絡整體餐飲產業。本研究建議主辦單位,應能多瞭解店家的想法與期望,促進店家能多參與此節慶活動的誘因,使該節慶活動能永續經營。
The subjects of the present study were participators of Taipei Newrow Festival. The researcher studied the subjects' participation attitude and benefits estimation of the festival from 2005 to 2008, and through interviews and questionnaires. The findings of the study are summarized as follows: First, the subjects who participate in the festival once are mainly shop owners that have run their shops for over 10 years. Second, the participation attitude includes three factors: participation cognition, participation affection, and participation conation. The participation motivation includes ”selfish motivation”, ”altruistic motivation”, and ”social responsibility.” As for benefits estimation, it also contains three factors, including ”economic benefit”, ”quality benefit”, and ”industry benefit.” In conclusion, the findings of the study show that the participation attitude significantly influences the benefits estimation via the participation motivation. In addition, the local economic development is promoted in the process of conducting the Food Festival, and further improves the overall food industry. Therefore, it is suggested that the future sponsors of the Food Festival invite more participators to devote to the festival, and thus maintain the sustainability of the festival.