近幾年來各地方政府無不卯足全力來拼觀光、發展地方特色產業,以期帶來觀光人潮、增加地方收益、創造就業機會;這些具備地方特色的觀光節慶活動,不論就中央或地方的角度,均已成為休閒觀光、振興地方產業、活化農業鄉鎮之重要觀光及經濟策略。未來台灣在觀光產業的發展上,持續辦理各種形形色色的節慶活動則為必然的趨勢。 然而,既然「節慶活動」對台灣觀光發展如此重要,而在基層地方行政機關之層級卻無專責辦理節慶活動之單位。本研究以金山甘藷節為例,期藉由探討金山鄉公所成員對配合辦理「金山甘藷節」活動的工作態度,同時,提出未來金山鄉公所辦理相關節慶活動時,提振成員工作態度之策略建議。 本研究採深度訪談與問卷調查方式並行;選定較熟悉「金山甘藷節」活動運作之人員進行深度訪談,包含金山鄉公所內之主管人員、活動承辦廠商及臺北縣政府承辦人員。經深度訪談後,就其回答及意見進行資料彙整,將訪談對象所提供的意見進行問題聚焦的工作,以設計問卷的內容,並進行問卷調查。問卷調查的對象包含金山鄉公所內之非主管人員。 本研究發現基層地方行政機關辦理節慶活動,不同的個人特質對於節慶活動會有不同的看法和感受。其中年齡、服務年資及居住地點等個人特質對辦理節慶活動的關係更為密切。而教育程度、主管人員/非主管人員、正式人員/非正式人員、技術性/幕僚性人員等,對於辦理節慶活動本身則較無關係。而基層地方行政機關辦理節慶活動對成員工作滿足、組織承諾、工作投入會有正面和負面的影響。 本研究結論提出基層地方行政機關辦理節慶活動應注意成員之工作態度並激發成員配合辦理 節慶活動。 關鍵詞:地方行政機關、節慶活動、工作態度、金山甘藷節
In recent years, municipal governments all make contribution to develop sightseeing, the local characteristics industry. They want to bring the sightseeing human tide, to increase the local place income, to create employment opportunity; regardless of national or local viewpoint, these have the local characteristics sightseeing festival have already became leisure sightseeing, promote the local characteristics industry, the activation agriculture villages and towns the important sightseeing and the economical strategy. In the future, the sightseeing industry in Taiwan continues to handle of all forms of Festival is the inevitable tendency. Although Festival is very important to sightseeing industry in Taiwan, there are not any kinds of responsible department in municipal governments. Using a case of Jinsan’s Festival to discuss the work attitude of handling Festival to the members in Jinsan village, Taipei County, R.O.C. and suggest that how to promote the work attitude of the members in Jinsan village. This research used a questionnaire survey and in-depth interview to study. Through in-depth interview with people who more understand the actual operation situation of Jinsan’s Festival including the chief of Jinsan village, undertaking manufacturer of Jinsan’s Festival, undertakes the personnel in Taipei County. After in-depth interview, make up and collect the opinion and reply to focus the question and design the content of questionnaire. The object of questionnaire survey is including the members in Jinsan village. Some important findings is that the Festival handled by municipal governments have influence to work attitude of the members. Different individual special characteristic have Different View and feeling in handling Festival. The age, the service period of service and Birth place individual special characteristic are more important with handling Festival. Education level, responsible staffs/non-responsible staffs, official personnel/unofficial personnel, technical/supporting personnel individual special characteristic are not to have the relations in handling Festival. The Festival of municipal governments have positive and negative influence to work satisfies, the organization to pledge, the work investment of the members. According to the conclusions mentioned when municipal governments handle Festival should pay attention to work attitude of municipal staff. Key terms:Local Government、Festival、Work Attitude、Jinsan