地方居民對於節慶活動效益評估之分析－以「2015年小琉球迎王祭」為例

An Analysis of Local Residents' Approval for Festival Activities' Effectiveness - Using ＂Hsiao Liuqiu Ying Wang Ji＂ as an Example

鄭光慶(Kuang-Ching Cheng)

《島嶼觀光研究》 10卷1期 (2017/04) Pp. 52-76

摘要

研究者基於長期對於故鄉久遠且浩大的迎王祭之關注，探討其相關效益。以自編「地方居民對於節慶活動效益評估之分析－以2015年小琉球迎王祭為例」量表進行問卷，使用之統計有次數分配、平均數、標準差、t檢定、單因子多變 量變異數分析及訪談。本研究得到以下結論：一、受測者背景變項主要以男性、已婚、中年、職業為其他、大學（含專科）、月收入20,000元以下、戶籍地址在白沙尾角、業績增加成數比平常少為主。二、在各效益指標構面的認同程度排序，依序為「文化效益」、「社會效益」、「經濟效益」，「觀光效益」。三、效益評估指標內容認同程度排序：文化效益方面，以「可以成為代表小琉球本地的文化的特色活動」排名居首；經濟效益方面，以「附近店家會增加活動營收」排名居首；社會效益方面，以「促進外移人口返鄉參與活動」排名居首；觀光效益方面，以「可以提升小琉球的休閒觀光旅遊知名度」排名居首。四、不同背景變項之效益認同差異考驗，本研究在不同性別、年齡、職業、身分等受測者，對2015年琉球鄉迎王祭活動效益認同上並無顯著差異存在，其餘背景變項皆有顯著差異。根據研究結論提出以下建議：設置迎王祭博物館、發揮多重效益、推動生態旅遊、借鏡其他地區辦理宗教節慶活動之成功經驗、擴大深入研究對象。

關鍵字

節慶活動 ； 效益評估 ； 小琉球迎王祭

並列摘要

Based on the author’s special interest and concern to discuss the future development, advancement and benefit of Ying Wang Ji museum from this study.Self-made surveys of ＂An analysis of local residents’ approval for festival activities’ effectiveness - Using ＂Hsiao Liuqiu Ying Wang Ji＂ as an Example＂ was used in the research. Statistical methods used included frequency distribution, mean, standard deviation, t-test, one-way MANOVA and interview. The conclusions derived from this study are listed below: (I) Variables of participants’ background are mainly male, married, middle-aged, profession categorized as ＂other＂, undergraduate (specialist included), monthly income of less than 20,000 TWD, address located in Baisha Wei Jiao, and with business performance increase less than usual. (II) In the ranking of approval level for each effectiveness indexes, ＂cultural effectiveness＂ came into 1st place, followed by ＂social effectiveness＂, ＂economic effectiveness＂, then ＂tourism effectiveness＂. (III) Ranking of approval level for the content of each effectiveness index showed the results below: ＂being able to become the representing activity of Hsiao Liuqiu‘s local cultural ＂ came into 1st place in the aspect of cultural effectiveness; ＂increase of income for nearby business＂ came into 1_(st) place in the aspect of economics effectiveness; ＂promoting the return of drawn-away population for activity participation＂ came into 1st place in the aspect of social effectiveness; ＂being able to enhance Hsiao Liuqiu’s tourism visibility＂ came into 1st place in the aspect of tourism effectiveness. (IV) In the difference test of effectiveness approval among all background variabilities: gender, age, occupation, and identity showed no significant difference in effectiveness approval for 2015 Hsiao Liuqiu Ying Wang Ji, while the rest background variants showed significant difference. The following recommendations are made from the conclusion of this research as to establish Ying Wang Ji museum, develop multi purposes from this museum, promote the nature tourism and apply the successful experiences from other religious festivals and go further and deeper of this type of research in the future.

並列關鍵字

Festival Activity ； Effectiveness Evaluation ； Hsiao Liuqiu Ying Wang Ji

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