交通部在2001年曾提出,為振興國內產業,創造就業機會,擴大辦理地方節慶活動,結合公民營觀光資源及當地農產品,輔導業者編排旅遊行程大力推銷,以帶進旅遊人潮,而節慶活動本身所帶來的吸引力不限於自然景觀或是農業活動的第一級產業,還包含人文活動與服務的第三級產業。另外節慶尚能加強當地形象、帶來大量的觀光人潮、更能創造相當多的商機,同時也帶動當地的經濟發展。古坑鄉在2003年舉辦第一屆「台灣咖啡文化節」,打響了台灣咖啡的知名度,「古坑」與「台灣咖啡」也因此畫上了等號。2004年為期50天的第二屆「台灣咖啡節」,更是為古坑鄉帶來新台幣10億元的經濟效益。本研究主要目的在探討古坑咖啡節特性,以及分析民宿住宿客參加咖啡節慶後的遊憩體驗及影響滿意度的因子。利用深入訪談法探討台灣咖啡節的興起與發展歷程,同時在「2006台灣咖啡節」中發放問卷750份,將回收的670份利用SPSS軟體分析參民宿住宿客與咖啡節慶的體驗與滿意度之間的關係。研究結果顯示,影響住宿客對咖啡節慶整體滿意度的因子有三項,分別為餐飲服務、住宿體驗及遊憩設施活動規劃,其中又以遊憩設施活動規劃的係數最高,說明好的活動規劃才能吸引客人再次的來參與活動。
In order to invigorate regional agriculture, provide job opportunities, and to hold festivals, The Tourism Bureau integrated sightseeing resources, regional agricultural products and tour itineraries to bring in people Taiwan. Festivals can enhance place image, bring in tourists, create business and of course beef up economic development. Gukeng made their first ”Taiwan Coffee Festival” in 2003; it did not only make Taiwan coffee beans famous, but now Gukeng is a name equals to Taiwan Coffee. The second ”Taiwan Coffee Festival” in 2004 and made 1 billion NT dollars within 50 days. The purpose of the study is to analyze Gukeng pension lodger's experience toward 2006 Coffee Festival. Depth interview is used to discuss the origin and development on Taiwan coffee festivals, and 750 questionnaires were handed out to Gukeng pension lodgers to collect data on their experiences. 670 questionnaires were collected to perform statistical analysis, and the result is that well planned activities and recreational facilities will attract more tourists in the future.