舉辦美食節慶活動關鍵成功因素之探討

The Research of the Key Success Factors of Holding Gourmet Festival

陳秀華(Hsiu-Hua Chen)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

摘要

近年來，各地方政府紛紛藉由舉辦美食節慶活動以營造城市形象，而要舉辦成功的美食節慶活動，需同時符合政府、媒體、贊助者及參予民眾的期望與需求。因此，政府單位於規劃美食節慶活動時，有必要了解本身擁有的競爭優勢並探究策略性作法，才能將有限的預算、時間、成本，發揮極大效益，以提升執政績效。
本研究係探討舉辦美食節慶活動的關鍵成功因素，首先鎖定曾參與規劃、執行臺北國際牛肉麵節及第一屆臺北米食大賞等美食節慶活動之高階主管、專案承辦人員及計畫主持人為深度訪談對象，據依調整構面及關鍵成功因素後，再以層級分析法針對曾經舉辦臺北市政府美食節慶活動之專案承辦人及委辦廠商之總監、經理及主任等主管級人員進行問卷調查，以了解各構面及關鍵成功因素之權重。
經由專家訪談後，整理出本研究之關鍵成功因素構面分為「活動內涵」、「宣傳策略」、「資源整合」及「風險管理」四個構面，共有20個關鍵成功因素；運用層級分析法分析關鍵成功因素的權重後，得知舉辦美食節慶活動最重要的構面為「活動內涵」，而權重最重的關鍵成功因素則為「活動內涵」構面中的「活動主題」。
研究後發現：1. 「活動內涵」為舉辦美食節慶活動最重要的構面。2. 明確的「活動主題」為最關鍵成功因素。3.「媒體行銷」為活動內涵帶來乘數效果。4.「政府立場」是資源整合構面中最重要的影響因素。5.風險管理首重「時程控管」，周全規劃、按表操課、成效無折扣。6.成功的美食節慶活動，有助提升城市知曉度。

關鍵字

節慶活動 ； 關鍵成功因素

並列摘要

In the recent years, many local governments try to establish their city image by holding gourmet festivals. Having a successful gourmet festival activity is relay on matching the expectations and needs from the government, the media, the sponsors, and the participate people. Therefore, when government units planning the gourmet festivals, it is necessary to understand their competitive advantages and to investigate the strategic initiatives. Thus the limited resources, time and expanse can be well used for the greatest benefit and improving the execution performance.
This study discusses the critical factors which can lead to a successful gourmet festival. We first have in-depth interviews with those executives, project contractor personnels and principal investigators who participated in the gourmet festivals before, such as "Taipei International New Row Mian Festival" and The First "Traditional Rice Food Festival". After adjusting the dimension and the critical factors to success accordingly, we adopt analytic hierarchy process for the questionnaire analysis to those principal investigators and executives including directors, managers, and supervisors from the contract vendor who participated "Taipei International New Row Mian Festival". The purpose is to understand the weighing of each dimension and critical factors to success.
At the time we finish the interviews with the professionals, we organize the total of twenty critical factors to success in this study can be classified in four dimensions including "activity content", "promotion strategy", "resource integration", and "risk management". After adopting the analytic hierarchy process to analyze the weighing of the critical factors to the success, we conclude the most critical factors lead to successful gourmet festival is "activity content". Within the "activity content" dimension, the "activity topic" has the most weighing among all the key successful factors.
The following conclusions is conducted in this study. First of all, the clear "activity topic" is the most critical factor to a successful gourmet festival. Second, the "activity content" is the most important dimension to a successful gourmet festival. Third, the "media marketing" brings multiplier effect to the activity contents of the gourmet festivals. Fourth, the "government's position" is the most important influencing factor in the resource integrating dimension. Fifth, risk management is heavily relay on "schedule management", hence a well designed and followed schedule is always a major principle. Sixth, a successful gourmet festival can help improving the visibility of a city.

並列關鍵字

festival activity ； key success factors

參考文獻

[8]吳青松（1993）。臺灣資訊電子業關鍵成功因素之探討。中華民國管理科學學報。

[13]李尚峰（2009）。IPTV營運關鍵成功因素之研究。國立臺北科技大學商業自動化與管理研究所碩士論文。

[26]張秋敏（2007）。全球運籌下物流平台之關鍵成功因素。臺北科技大學商業自動化與管理研究所碩士論文。

[38]陳淑端（2009）。醫療器材製造業風險管理系統建置之關鍵成功因素研究。淡江大學管理科學研究所企業經營碩士在職專班碩士論文。

[39]陳楷傑（2007）。臺灣舉辦國際性運動賽會之關鍵成功因素研究。輔仁大學體育學系碩士班碩士論文。