文化、節慶與觀光體驗之研究：以平溪天燈節為例

基於「臺灣觀光年曆」的推動已經歷經104年與 105年，為了要瞭解「臺灣觀光年曆」是否可以利用節慶活動品牌行銷國際，同時對於推動經濟發展、保存文化傳統與藝術、彰顯地方特色能夠創造實際效益，本研究受限於時間、人力等技術的事實考量後，於是經過研究者與三位觀光學者專家的深度討論，並因此決定選擇以具有不可替性，全球知名度、國際級並且是中央與地方主管機關、觀光產業共同參與舉辦之文化節慶新北市平溪天燈節為例，針對新北市平溪天燈節過去現在發展的所有可收集與揭露之資料。104 年與105年交通部觀光局觀光年曆相關考核評鑑資料，藉由內容解讀與分析： 1. 從文化體驗觀光之角度具體檢視平溪天燈節的產品、活動、服務、體驗的專業考量與實際操作。 2. 從政府、產業、居民與遊客角度輔以全面的SWOT 分析法，判斷平溪天燈節舉辦之本身優勢（strength）與劣勢（weakness），以及外部環境的機會（opportunity）與威脅（threat）來擬定其適當發展策略

關鍵字

臺灣觀光年曆；平溪天燈節

並列摘要

The “Taiwan Tourism Calendar” has been promoted through the year 2015 and the year 2016. In order to understand whether the “Taiwan Tourism Calendar” can make good use of international marketing of festival events，whether it is also possible to promote economic development, preserve cultural traditions and arts, and highlight local characteristics to create actual benefits. This research limited by the factual operational considerations of time, manpower was done through in-depth discussions between the researchers and three tourism scholars and experts in the beginning, and therefore decided to choose the irreplaceable, global reputation, international level, the Pingxi Sky Lantern Festival in the New Taipei City, a cultural festival organized by local authorities and the tourism industry to carry out the study. It was organized to cover all the information that can be collected and disclosed in the past. In additional, the related assessment data of the Tourism Bureau in the year 2105 and the year 2106 of tourism calendar was added to do the following thorough content interpretation and analysis: 1. From the perspective of cultural experience and tourism, this study has examined the professional considerations and practical operations on the products, activities, services, and experience of the Pingxi Sky Festival. 2. From the perspective of stakeholders including government, industry, residents, and tourists, with a comprehensive SWOT analysis, this study has determined the internal strengths and weaknesses of Pingxi Sky Lantern Festival itself, as well as the opportunities and threats of the external environment. It is intended to formulate its appropriate development strategy for the Pingxi Sky Lantern Festival.