台灣民眾對地方節慶活動參與行為之研究

A Study of Taiwanese Citizens' Participating Behaviors in Local Festival Events

10.29463/2008chanye.200804.0508

劉照金(Chao-Chin Liu)；黃綠青(Liu-Ching Huag)；鄭淇鎂(Chi-May Jeng)；曾英瑧(Ying-Jen Tzeng)；林鈺芳(Yu-Fang Lin)；蔡佩君(Pei-Jun Tsai)

節慶活動 ； 節慶效益 ； festival events ； festival event benefits

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

508 - 517

繁體中文

地方政府為因應地方經濟發展需求，並滿足國人對地方文化資源的懷舊及地方特色之行銷，對地方節慶活動之推動日漸重視，然而地方舉辦節慶活動的成敗，除了政府的規劃及相關單位的運作外，民眾對地方舉辦節慶活動的參與行為也是主要的影響因素，因此本研究主要目的為探討民眾對地方節慶活動之參與行為與效益認知。本研究方法採問卷調查法，以參考相關文獻與研究發展之「民眾對地方節慶活動參與意見調查表」為工具，以台灣地區居民為對象，共發出900份問卷，回收有效問卷850份，所得資料經分析結果如下：（一）台灣地區民眾較常聽聞之地方節慶活動，以舉辦多屆及知名度較高之節慶活動為主；（二）民眾得知地方節慶活動資訊來源以電視、廣播、網際網路為主；（三）民眾對地方節慶活動實際參與比例並不高（最高僅34.35%），北部的節慶活動參與比例明顯高於南部，大多數民眾僅停留於「知道」階段，亦有29.18%民眾未曾參與節慶活動；（四）民眾參與節慶活動主要動機以社交動機、體驗當地文化、知識動機、壓力紓解為主；（五）交通問題仍是民眾考慮前往參與地方節慶活動的主因，而生活太繁忙、沒興趣、訊息缺乏也是造成民眾參與地方節慶活動的主要阻礙；（六）民眾參與地方節慶活動的願付代價以501~1500元居多（佔56.59%）；（七）民眾對地方節慶活動效益認知大多屬正面，尤其帶動地方休閒風氣、觀光經濟、促進地方形象、活絡地方節慶氣氛多數民眾多表認同。本研究結論顯示知名度與舉辦屆數影響民眾對地方節慶活動認知，民眾獲取地方節慶活動資訊以大眾媒體為主，唯民參與地方節慶活動比率並不高，大多僅止於「知道」階段，民眾參與地方節慶活動的動機以社交、知識、紓壓等動機為主，交通問題、生活忙碌、沒興趣、訊息缺乏是民眾參與的主要阻礙，民眾參與地方節慶活動的願付代價以501~1500元居多，民眾對地方節慶活動效益認知大多屬正面，尤其對提昇休閒風氣、觀光經濟、地方形象等效益多表認同。

In order to develop local economics and satisfy people's nostalgic attitudes towards local cultures and provinciality marketing activities, local festival events are becoming more important. Not only the government's planning and implementations but also the citizens' participating behaviors are the critical factors to the success of events. Consequently, the purpose of this research was to explore people’s awareness to local festival events participating behaviors and benefit recognition. Questionnaires were used as the research method and self-developed ”Feedback of people's participations in local festival events” as the research tool. Taiwanese residents were targeted and 850 sufficient questionnaires were collected among 900 copies. The data were analyzed to generate the following results: 1. Taiwanese citizens focus on more known festival events that have been held many times. 2. People searched information about festival events from TV, the radio and the Internet. 3. People's actual event participation rate isn't high (Max. 34.35%) and it's higher in the northern than in the southern Taiwan where people remain ”acquaintance” stage. 29.18% of the survey responses never participates any festival events. 4. The main participated motivations include social reasons, experiences local culture, pursue knowledge and stress relief. 5. Transportation problems were the main concern for people to participate festival events, being too busy, lack of interests and not enough information were also the obstacles. 6. The price accepted by people for participating festival events is NT$501-NT$1500 (56.59% of survey responses). 7. People’s festival event benefit recognitions were generally positive, they conclude forming local leisure activities, tourism economics, promoting local reputations, and activate local festival event atmosphere. The conclusion of this research indicated the fame and the number of years the festival events had been held affect people's festival event recognition. The information of festival events was mainly obtained from mass broadcast media; however, people seemed to stay at the ”acquaintance” stage as the real participation rate was low. The motivations of the participators include social reasons, experiences local culture, pursue knowledge and stress relief; moreover, transportation problems, being too busy, lack of interests and not enough information were the initial obstacles. Majority people would spend NT$501-NT$1500 on joining festival events. Also, people's festival event benefit recognitions were commonly positive, especially towards promoting leisure activities, tourism economics and local reputations.