臺灣搶孤民俗節慶活動效益評估模型驗證之研究

The Establishment of Benefit Assessment Index and Model Validation for Taiwan's Qianggu folk festivals

林保源(Pao-Yuan Lin)

《社會服務與休閒產業研究》 4期 (2015/08) Pp. 58-68

https://doi.org/10.6324/SSLIR.201508_(4).0005

摘要

臺灣各地常藉由舉辦各類型民俗節慶活動以帶動地方觀光產業的興盛，但在量的與日俱增下，質的提升是否隨之提升，在急就章及一窩蜂的爭相舉辦之下，部分節慶活動是否喪失了原本的核心文化價值，所產生的效益是否符合多元正向效益，實為各地方民俗節慶活動主辦單位亟須思考的當務之急。本研究旨在透過林保源(2012)建構出的臺灣大型民俗節慶活動之效益評估指標內容，以2014年宜蘭頭城中元搶孤及恆春搶孤民俗節慶活動的觀眾與相關人員為本研究之受試樣本，以結構方程模式驗證大型民俗節慶活動所產生之效益評估指標配適程度，從文化面、經濟面、社會面及觀光等面向去分析舉辦大型民俗節慶活動的效益評估指標內容。本研究採驗証性因素分析，以Amos統計軟體進行結構方程模式驗證，採系統抽樣方法抽取300位參與2014年頭城搶孤及恆春搶孤活動的觀眾及相關人員，以探究活動的效益及指標的配適程度。本研究發現辦理搶孤活動可以透過觀光效益去直接或間接影響其他效益，最後，依據研究結果提出相關之建議，以供相關單位及學術研究參考之依據。

關鍵字

搶孤 ； 效益評估 ； 模式驗證

並列摘要

Every region in Taiwan often holds different kind of folk festivals to promote local tourism. But it is questionable whether more activities mean better quality and whether it complies with the cost benefit principle. Under the principle of comparative advantage, it is imperative for the activity organizers to consider whether the local governments indeed know their own advantages and hold activities that really benefit locals. This study further investigates and analyze the be nefit assessment index by using the four constructs ＂cultural propaganda＂, ＂image promotion＂, ＂economic benefit＂, ＂city marketing＂ based on the survey to the spectators and personnel from related industries involved in the big folk festivals in Taiwan in 2014. Afterwards, the questionnaire was sent out by random sampling to the tourists that join the four big folk festivals in Taiwan. I random 300 samples and then the statistical analysis will be conducted by using SPSS version 22.0 and SEM analysis will be conducted by using AMOS version 22.0 for the model validation. Finally, this study will offer suggestions for the organizers to improve the tourism satisfaction and for future research.

並列關鍵字

Qianggu folk festivals ； Benefit assessment ； Model validation