探討臺灣地方節慶觀光活動永續發展的影響因素

Taiwan's Local Festival on Sustainable Tourism Development Impact Factors

丁誌魰(Chih-Wen Ting) ； 陳彥霖(Yen-Lin Chen)

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2008年度 (2008/05) Pp. 181-202

https://doi.org/10.29938/TWTOURISM.200805.0181

摘要

2006交通部觀光局在「觀光客倍增計畫」之中，依據「臺灣暨各縣市觀光旗艦計畫」，將足以代表全國性觀光形象的5大旗艦觀光活動，以及各縣市具代表性之旗艦觀光活動計16項作爲行銷宣傳主軸。政府透過推廣節慶觀光活動，將節慶觀光活動積極介紹給國民和觀光客，著重於節慶觀光活動的行銷理念而乎略節慶更深層存在的文化面，促使近幾年地方節慶觀光活動不斷快速成長，導致相互之間模仿並缺乏創新獨特性，使各縣市無形之中惡性競爭，結果像彰化花卉博覽會、臺南糖果節，都如曇花一現般快速成長也快速的消失；另外曾經是眾多新興節慶之中指標性的宜蘭國際童玩藝術節，在辦了12年後也在2007年暑假期間（8月26日）宣佈停辦。
本研究經由文獻回顧及產、官、學三方採深度訪談方式，蒐集歸納後，找出文化面、經濟面、政治面、社區面、環境面、技術面、行銷面和傳承能力等八大構面影響因子，並由此八大構面檢視宜蘭國際童玩藝術節、雲林古坑咖啡節和苗栗油桐花祭的節慶活動發展狀況。

關鍵字

節慶活動 ； 永續觀光 ； 永續節慶

並列摘要

The 2006 Traffic Bureau of tourism's ”Tourism double plan”, the basis for each ”Taiwanese Country tourism project” would be sufficient to represent the national tourist image by the five major tourism activities, as well as represent the individual cities and counties. The major tourism activities include 16 marketing and publicity campaigns. Government with the hope of promotion tourism festivals, will actively be introduction tourism festivals not only focus on marketing the festivals but also the culture. The promotion of local festivals in the recent years has led to rapid growth of tourism activities which has resulted in imitation and lake of innovation in all counties and cities. It has also resulted in vicious competition in some planes, like the flower expo in Changhua and the Tainan candy section, though there is rapid growth of some , other festivals are disappearance just as fast, such as the Yilan International Children's Folklore and Folkgame festival which after 12 years, announced its closure in summer (August 26) 2007.
This study investigates the activities of the local tourism festivals for sustainable development and researches the Yilan International Children's Folklore and Folkgame Festival, the Yunlin Tiegukeng Coffee Festival and the Hakka Tung Blossom Festival case studies. It discusses the industry's views, government views, using in depth interviews and summed up all the facts to test and promote tourism activities of the festival sustainable festival development.

並列關鍵字

festival ； sustainable development ； sustainable festival