原住民慶典活動之行銷策略研究–以屏東縣牡丹鄉「野牡丹花季」為例

傳統祭儀是原住民部落重要的慶典活動，紀錄了部落生活與宗教生活的相互關係。隨著時代轉變與漢化的消蝕，許多原住民部落早已失去古老的文化祭儀，甚至已不再有盛大的歲時豐年祭，傳統祭儀的消失使得原住民文化流失迅速。過去，歲時祭儀是慶祝稻穀及獵物豐收，並感謝祖靈，祈福來年依舊平安順利大豐收；是生活中不可或缺的生命禮儀、醫療儀式、甚至是宗教觀念、宇宙觀。但隨著社會變遷、科技進步、宗教文化及生活環境改變的影響，部落的歲時祭儀已不再是以往的型態。現今，大部分歲時祭儀是呈現當地原住民文化特色的慶典活動；是原住民部落社區營造、部落文化觀光娛樂的文化型態。本文研究之目的是探討原住民部落文化慶典活動在整合行銷傳播的運用及操作面上做分析。以自己最熟悉的牡丹鄉高士部落「野牡丹花季」為研究對象。運用文獻探討及部落田野調查做資料蒐集，並統整分析。研究發現在野牡丹花季的活動設計及內容配置的方面，放了許多在地部落的文化以及在地的生態資源，整體活動上很有豐富感。而活動媒體與操作工具的部分，並沒有比較不一樣的方式。但在活動的定位上發現，主辦單位在遊客及部落主體之間呈現不明確性的狀態。野牡丹花季活動上。本研究更發現有著完善的組織系統，編排豐富的在地文化內容，若是定位不明確，活動推行的力量就會變弱，活動的定位會影響推行力量。

關鍵字

原住民；慶典活動；文化觀光產業；整合行銷傳播；野牡丹花季

並列摘要

Traditional sacrificial rituals are an important celebration of Aboriginal tribes, documenting the interrelationship between tribal and religious life. With the change of the times and the sinicization, many aboriginal tribes have long lost their ancient cultural rituals, there is no longer a grand festival. The disappearance of traditional rituals has caused a rapid loss of aboriginal culture. Foretime, The ritual at the age of celebration is to celebrate the harvest of rice and prey, and thank the ancestors, pray for the next year's safe and smooth harvest, It is an indispensable life etiquette, medical ritual, and even religious ideas and universe views. However, with the impact of social changes, technological progress, religious culture, and changes in living environment, the tribal rituals of the age are no longer in the past. Nowadays, most of the rituals at the age of age are celebrations that present the characteristics of the local aboriginal culture. It is a cultural form of aboriginal tribal community construction, tribal culture, sightseeing and entertainment. The purpose of this study is to analyze the use and operation of integrated marketing communications in the celebration of indigenous tribal culture. Take the “Melastoma candidum（Raculju） Season “of Gaoshi tribe in Mudan Township, Pingtung, which he is most familiar with as the research object. Use literature research and tribal field surveys to collect data and analyze it. Research finds out aspects of event design and content allocation in the “Melastoma candidum（Raculju） Season”, released many local tribe cultures and local ecological resources, very rich in overall activities. The active media and operating tools, there is no different way. But found in the positioning of the event, organizer presents ambiguity between tourists and tribal subjects. “Melastoma candidum（Raculju） Season “Activities, this study also found that there is a sound organizational system, organize rich local cultural content, if the positioning is not clear, the strength of the campaign will weaken, the positioning of activities will affect the implementation force.