節慶活動對社會文化衝擊探討－以台中大甲媽祖國際觀光文化節為例

媽祖文化在台灣是非常普遍的信仰，源自於宗教儀式的大甲媽祖遶境，更是台灣具代表性的民俗活動之一，深深地影響在地的社會文化。維持數十年之遶境祈福活動，總能吸引數百萬旅客的參與。然在這長時間持續舉辦下，究竟對大甲當地在地社會文化衝擊影響為何，引起本研究興趣。本研究首以次級資料分析法與半結構式深度訪談法蒐集資料，並利用紮根理論授權之Atlas.ti質性研究軟體針對遶境活動產生的社會文化衝擊進行歸納。接著以詮釋結構模式、階層分析及灰色理論之局部灰關聯分析分析，評估出執行的優先順序。而後針對負面的社會衝擊與文化衝擊問題，應用TRIZ方法論中40項發明原理，思考適當的方式提出改善之建議，以作為政府未來施政及主辦者設計活動上多方評估與參考。

關鍵字

節慶活動；社會文化衝擊；紮根理論；萃智法；詮釋結構模式；局部灰關聯分析

並列摘要

Mazu is one of the most popular Chinese God in Taiwan. The Patrol and Pilgrimage of Taichung County Mazu International Festival (TCMIF) comes from religious ceremony. However, the socio-cultural impacts of TCMIF which held in the pilgrimage journey of nine days and eight nights is significant affected the destination and host society. In this study, firstly, participants and the inhabitants were interviewed in the pilgrimage activities by methods of secondary data analysis and semi-structured in-depth interview. Then, the characteristics of socio-cultural impacts of TCMIF could be coded by the software of Atlas.ti which authorized by ground theory. Finally, the sequences of socio-cultural impact for TCMIF could be calculated with analytical software of ISM, AHP and LGRA, while the negative impacts could be propose solutions by the method of TRIZ 40 Inventive Principles. The results could be referenced by whom may be concerned.