大型節慶活動之成功要素與挑戰課題～以2013台灣燈會在新竹為例

Critical Factors Affecting Festival Success and Challenge

李右婷(Yu-Ting Lee)；吳偉文(Wei-Wen Wu)；曹中丞(Chung-Chen Tsao)

燈會 ； 節慶活動 ； 觀光 ； 成功要素 ； Lantern festival ； Festival ； Tourism ； Success factor

東亞論壇

479期（2013 / 03 / 01）

1 - 14

繁體中文

節慶活動是激發與促成觀光成功的重要因素之一，並且是發展與規劃旅遊行程的必要考量。尤其是優質的節慶活動，有助於形塑與提升觀光景點的品牌形象。為求執行一個完善的節慶活動，活動經理人必須瞭解節慶觀光可能帶來正面與負面的衝擊，其牽涉諸多層面考量，例如經濟、商業、環境、社會、文化及政治。此外，具有勝任力的活動經理人不僅需要設計節慶活動的相關元素與節目內容，而且需要處理許多執行面的管理與溝通互動。時至今日，相關文獻欠缺探討如何幫助活動經理人，使其能夠同時掌握關鍵的成功要素與挑戰課題，以求達成完善的節慶活動專案。為此，本研究運用雙主題模糊決策實驗室法（Duo-Theme Fuzzy DEMATEL），以2013台灣燈會在新竹為例，調查活動經理人如何面對大型節慶活動之成功要素與挑戰課題，期能有益於今後大型節慶活動當局的有用參考。

Festival is one of the important factors on motivating and enabling successful tourism. Especially, high-quality festivals have potentiality to shape and promote a brand destination. For the purpose to implement a favorable festival, event managers need to consider both positive and negative impacts in several aspects such as economic, commercial, environmental, social, cultural, political, and so on. In addition, qualified event managers are required to design elements and the program of a planned festival, and to handle interactions among the setting, people, and management systems. Few studies, however, discuss such issues as how to help event managers to simultaneously grasp critical success factors and challenge problems in order to perform a successful festival project. To this end, this paper proposes the Duo-Theme Fuzzy DEMATEL method for event managers to make profound decisions on festival projects; while, the 2013 Taiwan Lantern Festival in Hsinchu is used as an example to illustrate the proposed method.

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