從永續觀點探討節慶行銷對地方產業發展之應用

在21世紀各國均極力發展文化傳承與創新，而文創產業就被視為重點發展項目。其中節慶活動可說是文化創意產業的綜合體，具有極高的地方經濟效益與觀光行銷能力。節慶活動（festivals）屬於創意觀光的一環，如何從策略性思考，適時檢視節慶活動的推動狀況，尋求發展契機而突破限制，已成為政府與民間規劃者極為重視之課題。本研究目的即是透過臺中「新社花海節」為地方產業發展機會，運用節慶活動相關文獻的討論，探究研析其運作模式。本研究方法係以新社花海節活動之執行策略作為主要的個案研究，採以文獻研究、次級資料等質化研究分析進行探討。立論架構則採用波特鑽石理論模型（Diamond Model）以及永續節慶行銷分析來了解新社花海所建構的觀光策略模式，藉由這兩項理論架構探討新社花海節，如何有效地發展地方產業。本研究於第一階段透過文獻了解新社花海節的發展緣起背景與相關資源；第二階段透過鑽石分析，分析該活動之競爭力以及發展層面；第三階段引用學者Tinnish and Mangal（2012）所提出的永續慶典行銷規劃模式（Sustainable Event Marketing Planning Model），解析花海節可持續發展之策劃。須知，花海節活動對於地方發展並不能僅單一地注重於經濟發展層面，地區的總體營造、永續發展才是最重要的目標。因此藉由新社花海節活動之永續規劃發展探討與分析，期能提供節慶管理營運部門參考與建議，並作為台灣國內節慶活動之借鏡。

關鍵字

節慶觀光；策略分析；永續發展；新社花海節

並列摘要

The twenty-first century has been regarded as an era of creativity and knowledge economy, which symbolize the transition of the cultural creative industry toward national key competitiveness. Festivals can be viewed as a complex of the cultural creative industry that provides benefits to the local economy, aside from being a great anchor for promoting cultural tourism. Thus, festivals play an important role in cultural tourism. Alternatively, cultural tourism also fosters the development of festivals in a certain city or region. On a wider sense, successful festivals contribute to the development and recognition of a promising site for the cultural tourist destination. This paper aims to discover the sustainable event marketing model for Xinshe ＂Flower Sea Festival＂ in Taichung City. Since 2006, the festival has paved a way for the local residents to continuously accumulate considerable knowledge for promoting special agricultural products in Taichung. Practically, with agri-leisure tourism as the main theme in the annual celebration, the festival can potentially attract considerable tourist visitors. For this case study, qualitative research methods including a literature review and secondary data analysis were mainly used. Moreover, the study's analysis framework comprised Porter's diamond model and sustainable event marketing planning model. This study first provided a discussion on the background and development of ＂Xinshe Flower Sea Festival,＂ and further employed the diamond model to frame an analysis of the festival's competitiveness. Finally, a sustainable event marketing planning model by Tinnish and Mangal (2012) was used to assess critical planning factors that lead to a sustainable festival development. So far, several organizations have been continuously developing strategies for creating or supporting festivals on their tourist destinations. Thus, this paper also laid down some recommendations, which the concerned local bodies may add or improvise for improving events and festivals management, using the proposed strategy model in cross-domain festivals.

並列關鍵字

Festival Tourism ； Strategic Analysis ； Sustainable Event ； Xinshe Flower Sea Festival

參考文獻

Wood, E.H. (2008) An impact evaluation framework: Local government community festivals, Event Management, 12(3-4): 171-185.

Google Scholar

Yeoman, I. (2013) A futurist's thoughts on consumer trends shaping future festivals and events, International Journal of Event and Festival Management, 4(3): 249-260.