部落人看部落事－部落觀光節慶續辦因素之探討

台灣各鄉鎮根據其在地產業特色，結合節慶活動帶動整體觀光事業，為地方帶來經濟效益。地方（公辦）節慶活動的辦理，主要的決策權多掌握於地方政府，但來年「是否延續舉辦」通常不會單憑地方首長或主政者的想法或偏好就可決定，除了受當次活動績效與口碑的影響外，其他如財政預算、地方居民的意見以及該節慶活動對當地文化或環境衝擊等都有可能；再者，多數隱於現代行政制度下的原住民古襲體制中的頭目或長老仍具有相當程度的影響力。而真正或主要影響節慶活動續辦的關鍵因素，目前在學術性的研究或探討上則較少被述及。基於以上，本研究特針對熟悉部落事務的頭目與耆老及菁英份子等對於部落觀光節慶活動延續舉辦的決策與運作考量因素及影響考量因素的重要性乃本研究欲探索的問題。本研究運用質性研究方法中的深度訪談法，針對屏東縣排灣族部落牡丹鄉所舉辦之觀光節慶活動「相見馨牡丹」為例，透過紮根理論分析探討。研究結果發現：（一）政治人物的施政理念影響部落觀光節慶活動的續辦（二）部落觀光節慶相關產業發展並未持續帶來經濟效益，致影響部落觀光節慶活動的續辦（三）天候及環境因素影響部落觀光節慶活動之續辦。

關鍵字

部落；觀光節慶；活動續辦；影響因素；永續觀光

並列摘要

Indigenous festivals have become not only a new trend in tourism but also have brought positive influences to the economy. Especially, for those indigenous festivals combined with local characteristic property. Generally speaking, the majority of decisions regarding to local public festivals are made by local government. However, the decision to continue the preexisting activities in the following years does no simply depend on local officials' preferences. In the ordinary course of events in addition to the performance of the activity and word of mouth, budget, cultural and environmental impacts as well as the opinions of the chieftain and elites in indigenous tribe are taken into consideration. The real or underlying factors influencing the continuation of these types of indigenous festivals are less commonly discussed on a scholarly level. Research found that (1)The beliefs of political figures influence the running of activities related to indigenous festivals. (2)Relevant industry does not maintain substantive and continuous economic improvement. (3)Climate and environmental effects are evaluated.