原住民豐年祭文化路徑活動滿意度之研究－以桃園市大溪豐年祭為例

A Study on Satisfaction of Aboriginal Harvest Festival Cultural Route Activities- A Case Study of Daxi Harvest Festival in Taoyuan City

高淑芬(Shu-Fen Kao) ； 高偉傑(Wei-Chieh Kao) ； 呂友銘(Yu-Ming Lu) ； 鐘浩齊(Hao-Chi Chung) ； 施君翰(Chun-Han Shih)

《休憩管理研究》 6卷1期 (2019/08) Pp. 25-40

摘要

近年「文化路徑」逐漸成為各國文化保存重視之趨勢，臺灣擁有豐富的原住民人文、歷史、產業等文化資源，是文化路徑深度探訪的重要題材，許多城市藉由節慶活動作為吸引遊客參與文化路徑的主要方式，藉此促進地方經濟及行銷地方。豐年祭一直是阿美族的重要節慶活動，除了感謝神靈、祖靈和自然一年來的保佑外，也有凝聚部落與增進族人情感等意義。近年來部分豐年祭選在的都會區舉辦，除了族人以外的亦吸引有不少遊客前來參與，本研究以2019年7月21號在桃園市舉辦的「大溪豐年祭」為研究對象，研究目的為瞭解遊客對於大溪區辦理的豐年祭透過文化路徑形式的滿意度與是否能效提升居民的幸福感並作為遊客來訪吸引力原因。經由200份有效問卷，研究發現參與大溪區豐年祭文化路徑活動的遊客主要以桃園在地人青壯年為主，對於大溪豐年祭文化路徑活動各項滿意度平均數均達4.11以上。對於辦理大溪區豐年祭文化路徑活動是否能有效提升居民的幸福感、吸引遊客、提升知名度、提升整體經濟效益、增加觀光吸引力及觀光業者收益，以「非常認同」為最高。受訪者普遍願意將大溪區豐年祭文化路徑活動推薦給親朋好友並願意再次參加下屆辦理的活動。對於文化路徑活動環節中最滿意項目為互動式「傳統技藝與舞蹈展演」為最高，顯示文化路徑活動能與遊客產生交流會提高體驗的價值與滿意度。

關鍵字

文化路徑 ； 節慶活動 ； 服務品質 ； 滿意度 ； 忠誠度

並列摘要

In recent years, the ＂cultural route＂ has gradually become a trend of cultural preservation in various countries. Taiwan has rich cultural resources such as humanities, history, and industries of the indigenous people. It is an important subject for in-depth cultural route visits. Many cities use festivals as the main way to attract tourists to participate in cultural routes, thereby promoting local economy and marketing. The Fengxian Festival Cultural Route (FFCR) activities has always been an important festival for the Amis. In addition to thanking the gods, ancestors and nature for their blessings for the past year, it also has the meaning of uniting the tribe and enhancing the emotions of the tribe. In recent years, some bumper festivals have been held in metropolitan areas. Apart from ethnic groups, many tourists have also come to participate. This study takes the ＂Daxi Harvest Festival＂ held in Taoyuan City on July 21, 2019 as the research object. The purpose of the study is to understand the satisfaction of tourists with the cultural festival in Daxi District and whether it can improve the happiness of residents through cultural routes and as a reason for tourists' attraction. Based on 200 valid questionnaires, the study found that the tourists who participated in the cultural activities of the festival in Daxi District were mainly young people in Taoyuan, and the average satisfaction of the activities of the cultural activities in Daxi Festival was above 4.11. Regarding whether the Daxi District Harvest Festival Cultural route activities can effectively enhance residents' happiness, attract tourists, increase visibility, enhance overall economic benefits, increase tourism attractiveness and tourism industry revenue, the highest priority is ＂very agree＂. Respondents are generally willing to recommend Daxi District Harvest FFCR activities to relatives and friends and are willing to participate in the next event. The most satisfactory item in the cultural route activity is the interactive ＂traditional skills and dance performances＂, which shows that the cultural route activity can communicate with tourists and increase the value and satisfaction of the experience.

並列關鍵字

Cultural Route ； Festival Activities ； Service quality ； Satisfaction ； Loyalty

參考文獻

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