非營利組織與推廣地方文化活動之探討－以屏東縣五個客家社團為例

A Study of Non-Profit Organizations to Play a Part in Promo the Cultural Activity－to give an example about the five Hakkate local associations in Pingtung county

林功尉(Kung-Wei Lin)

指導教授 ： 曾純純

國立屏東科技大學/人文暨社會科學院/客家文化產業研究所/碩士(2011年)

https://doi.org/10.6346/NPUST.2011.00120

摘要

近年來，客委會甄選最具客家文化代表性的活動，透過地方政府結合民間團體，推展客家大型文化活動，行銷在地文化產業，打造創意客庄經濟效益。在客委會的輔導與支持下，經由地方團體的營造，發展出具有在地性的文化活動，藉由文化活動帶動地方文化觀光，活絡地方經濟活動。臺灣北部已有許多指標性的文化產業案例，尤其是桐花祭活動，成功的行銷客家文化產業，在南臺灣六堆地區具有深厚文化根基的「嘉年華」與「元宵尖炮城」活動，卻尚未能發展至足與桐花祭相抗衡的文化活動，這是值得深思的問題。
本研究以內埔、萬巒、竹田這一地區有地緣性五個地方團體為對象，以質性方法，運用參與觀察及深入訪談方式收集資料，整理紀錄社團組織的發展歷程，瞭解社團整體現況及所面臨的問題，探討非營利組織對推展地方文化活動的功能與價值，並且研擬規劃公部門與地方非營利組織為文化活動合作之機制，以提供政府相關部門作為未來推動之依據。
本研究結果發現，未來文化活動的舉辦，其文化意義必須定位清楚，活動的目標必須明確，以促進文化行銷和活動行銷；其次文化活動必須有政策性、延續性的支持；再者，需透過大型的客家文化活動，並由公部門整合規劃活動，配合地方各社團參與，有效行銷在地文化與客家產業，活動結束必須落實檢討反省。
本研究建議有二，在社團部分，應透過社團評鑑，獎助扶持優質社團，社團新血輪的招募與培養亟需加強。在公部門部分，應爭取更多資源，建全社團組織與資源整合，加強公部門與非營利地方團體組織的合作，共同推展客家文化的互動機制。

關鍵字

非營利組織 ； 公部門 ； 文化活動 ； 客家 ； 六堆

並列摘要

The Council for Hakka affairs of Executive Yuan, in resent years, selects the most representativeness activities of Hakka culture. And then combine the folk group through the local government to promote such large-scale activities for marketing local cultural industry and activate the economic throughout the Hakka villages. Under the guidance and support of this Council, those activities which possess localism culture have been developed by folk organization. Through the entirely integration planning, those existing activities can be further to drive the local touristy industry and to strengthen the provincial economics. There are many significance cases can be found at north Taiwan area. Such as “Tung Blossom Festival”, has successfully to marketing the Hakka cultural industry. On the contrary, those activities of “Liudui Carnival” and “Lantern Cannon Siege”, which has deep cultural foundation at Liudui area in southern Taiwan, can not rival the “Tung Blossom Festival”. This is a worth investigate topic.
　　This study will focus on the five local groups which are located at the geographical region of Neipu, Wanluan, and Chutin. Under the qualitatively method, this study will use both of participant observation and in-depth interviews to collect data. Record and organize the community organizations development process. Understand their current situation and the issues they are faced. Investigate the functionality and value of non-profit organization for their promoting to the local cultural activities. Planning and develop the cooperation mechanisms between public department and local non-profit organizations for cultural activities. The results of this study can provide the government departments as a basis for their future development on cultural relevant activities.
　　This study found that the cultural purpose and the goals of activities should be defined clearly while conduct the future cultural events for improving the marketing promotion of cultural activities. Secondly, the cultural activities should have both policy and continuity support. In order to effectively marketing the local culture and Hakka relate industry, its needs the government to link with local community groups to planning and rising large-scale Hakka cultural event. Finally, the self-examination must be implemented after each activity.
　　This study suggestion:Local association: Through the evaluation, grants to support high-quality local association. The association must improve the recruitment and training of new member.Government department: Should seek more resources, integrate the resources and strengthening the cooperation mechanisms between government and non-profit local organizations.

並列關鍵字

non-profit association ； government department ； cultural events ； Hakka ； Liudui

參考文獻

財團法人六堆文教基金會（2001）。六堆客家社會文化發展變遷之研究：社會篇。屏東市：財團法人六堆文教基金會。

臺灣經濟研究院（2003）。文化創意產業產值調查與推估研究報告。2011年2月10日取自http://cci.culture.tw/cci/upload/market/201008030725 59-c9bd2aea9c743ee952356800c1da1c3f.pdf

陳其南（1998）。文化產業與原住民部落振興。載於原住民文化與觀光休閒發展研討會論文集，（頁4）。南投縣：中華民國戶外遊憩學會。

許倬雲（2002）。臺灣文化發展軌跡。載於黃俊傑主編，臺灣的文化發展：世紀之交的省思，（頁11-14）。臺北市：臺大出版中心。

Clare A. Gunn（1994/1999）.Tourism Planning –Basice Concepts Cases.李英弘、李昌勳（譯）。觀光規劃：基本原理、概念及案例。臺北市：田園城市文化事業有限公司。