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  • 學位論文

節慶活動之價值階層模式:遊客觀點

The Hierarchical Value Model of Festival Activities: A Tourist Perspective

指導教授 : 黃淑琴 凃鈺城
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摘要


節慶活動對地方休閒觀光產業扮演凝聚遊客的角色,不僅被各縣市政府作為發展地方特色產業與提升觀光產值時的重要手段,同時也被民眾視為是一項休閒遊憩時的重要選擇。然而,台灣每年的節慶活動超過百場,日益趨於同形化的活動內容將可能讓遊客快速喪失新鮮感與吸引力;究竟民眾在參加節慶活動時,能獲得哪些節慶利益?又是如何被參與的節慶活動吸引?基於前述,本研究應用方法目的鏈結模式(means-end chain),以軟性階梯法深度訪談90位已完成節慶活動體驗遊客,主要目的在探討遊客參與節慶活動的過程中獲得的節慶利益,進而建構節慶活動的價值內涵與聯結模式,以解釋參與節慶活動對遊客的意義。研究結果顯示:(1)內容分析法淬煉出的19項活動屬性中以「體驗活動」最重要,19項節慶利益以「趣味性」最重要,17項節慶價值要素以「愉悅感」最重要;(2) 節慶活動之價值階層圖中顯示,愉悅感、值回票價、滿足感、安心踏實、成就感、興奮/驚喜、自在感、感動、尊重是體驗節慶活動所獲得的最終價值;(3) 將節慶活動分為藝術文化節慶、產業促銷與社區營造的節慶及創新傳承民族祭典節慶三種類型,比較發現三者共同重視之活動屬性為體驗活動,重視節慶利益為感受氛圍、學習與教育,重視節慶價值為愉悅感、滿足感與值回票價,其中愉悅感為三類節慶活動所共同認為最重要的節慶價值。

並列摘要


Festival activities play an important role in inducing tourists for regional leisure and tourism industries. Local governments have viewed festival activities as a substantial mean in developing their cultural Industries. At the same time, people also consider festival activities as a major alternative when selecting their leisure activities. However, there are over 100 festival activities in Taiwan each year. Those activities are gradually becoming similar in some ways and possibly lose their attractions and freshness to tourists. What benefits can tourists get when participating these festival activities? What types of festivals are attractive to them? Based on points listed above, this study utilized the research methods of means-end chain model (MEC), soft laddering, and depth interview. Ninety people who ever attended festival activities are selected as research objects. The main goal of this study is to explore the benefits that tourists can get during participating festival activities, construct the value contents and connection model of it, and in the end explain the meanings that festival activities have brought to tourists. The research results demonstrate that: (1) by using content analytical method, the authors extracted 19 activity attributes. Among the 19 festival benefits, “experiencing the activity” is the most valued one. Among the 17 elements of the festival values, the element “feeling of joy” is regarded as the most important one. (2) The hierarchical value map of festival activities shows that feelings of joy, worth, satisfaction, safety, achievement, excitement/surprise, freedom, touching, and self-esteem are the ultimate values that induce tourists to experience these festival activities. (3) The authors divided the festival activities into three categories: artistic cultural festivals, industrial promotion and community empowerment festivals, and national innovative and inherit ceremonial festivals. The comparative analytical results demonstrate that activity attribute “experiencing the activity” is viewed as important by objects from these three categories at the same time. The festival benefits that are laid emphasis on include “to feel the climates” and “learning and education”. And the values that are paid much more attentions are feelings of joy, satisfaction, and worth. Feeling of joy is described as the most significant festival value to all people in these three categories at the same time.

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