節慶活動對社會文化的衝擊～以大甲媽祖國際觀光文化節爲例

The Impact of Festivals on Social Culture: A Case of Dajia Mazu's International Sightseeing Festival in Taichung County

王明元(Ming-Yuan Wang) ； 楊淑美(Shu-Mei Yang)

《商業現代化學刊》 4卷2期 (2007/09) Pp. 117-130

https://doi.org/10.6132/JCM.2007.4.2.11

摘要

國際教科文組織(UNECO)公告的九十項「人類重要無形文化資產」代表名錄，有多項源自於宗教信仰的節慶活動，比利時即有二項：班什嘉年華、巨偶巨龍遊行，都展現出宗教慶典活動在當地文化、社會、經濟層面的重要意涵與影響力。而「大甲媽祖遶境進香」的宗教信仰信徒的虔敬之心；更凝聚文化認同的一股力量；將宗教、民俗、藝術內涵的各項進香敬神表演活動等融合成爲無形文化意涵，這將成爲台灣重要的無形文化資產更是在地特色的文化表現。
因此本研究以搜尋「大甲爲祖國際觀光文化節」期間，文獻、網路資訊及相關報導爲對象。研究目的主要針對瞭解節慶活動對社會文化的衝擊；尋找因應之道；提出建議以提升未來活動的品質與舉辦成效。
而此次研究顯示，當節慶文化產業將打造爲節慶經濟產業，對於迎合社會生活多樣、多元、多變的特徵，以及接收世界各國文化的強迫行銷植入，節慶如何保有其文化內涵，而帶給社會文化正面衝擊，進而在活動內容和形式上創新，使其能與社會發展和精神文化的創新要求接軌，建議以社區共同營造，加強在地人才培訓，結合週邊觀光資源以利永續發展。

關鍵字

節慶活動 ； 社會文化的衝擊 ； 大甲媽祖

並列摘要

The United Nations Educational, Scientific and Cultural Organization (UNESCO) announced ninety items of ”mankind important intangible cultural assets,” which represents the famous documentation. In them, many originate from the festivals of religious beliefs. Belgium owns two items: i.e., Binche Carnival and Large Puppet and Big Dragon parade. They all reflect something important about the implication and influence of local culture, society, economic level, etc. in the religious festivals. Likewise, ”Dajia Mazu Festival of surrounding the territory and entering the temple for worship with incense” expresses the reverent heart to the religious believers. In doing so, a stream of force on cultural identification has converged. Hence, a variety of items in entering temple and worshiping god activities as to religion, folk custom and art connotation are combined into intangible connotation. This will become Taiwan's important intangible assets of culture, which is representative more of the local cultural features.
The current study mainly search the topics of ”Dajia Mazu International Sightseeing Cultural Festival”, supported by the literature, internet information and related reports. The main purpose is to understand the impact of festivals on social culture, find the solutions, and provide with suggestions to enhance the activity quality and performance for future references.
This study also shows, the cultural festival industry has gradually become as economic festival industry. In this way, it may meet society's life with variable, multiple, and changing characteristics, and it may take up many countries' culture from all over the world in a way of something like placement marketing. For festivals, they must preserve their cultural connotation and bring the society positive influence. They then can innovate in the contents and forms of activities so as to be able to connect with the innovation of social development and spiritual culture. It is suggested that community commit themselves together, the local people's cultivation be much implemented, and combine the surrounding tourism resources so as to develop permanently.

並列關鍵字

Binche Carnival ； Large Puppet and Big Dragon Parade ； Festival