| 摘要: | 2006 交通部觀光局在「觀光客倍增計畫」中之「臺灣暨各縣市觀光旗艦計畫」，將足以代表全國性觀光形象的5 大旗艦觀光活動及各縣市具代表性的旗艦觀光活動計16 項作為行銷宣傳主軸。政府擬以節慶觀光活動，將臺灣各地的風俗民情介紹給國民和觀光客，然而以往的節慶觀光活動過度著重於行銷理念的傳達而忽略節慶中所蘊含的文化面。幾年來地方節慶觀光活動快速成長，導致各類節慶活動相互模仿，缺乏創新獨特性。各縣市惡性競爭下，都如曇花一現般快速的消失；例如彰化花卉博覽會、臺南糖果節。即使是指標性的宜蘭國際童玩藝術節，連續舉辦12 年也於2007 年暑假期間(8 月26 日)宣佈停辦。正因宜蘭國際童玩藝術節的落幕，引發本研究欲探討影響臺灣地方節慶觀光活動永續發展的影響因素。 本研究經由文獻回顧及產、官、學三方深度訪談採半結構方式蒐集資料歸納分析後，彙整出文化層面、社區層面、傳承能力、經濟層面、政治層面、環境層面、技術層面及行銷層面八大構面影響因子，並藉由此八大因子探討失敗案例—宜蘭國際童玩藝術節和成功案例—大甲媽祖國際觀光文化節，來檢視客家油桐花祭的節慶活動發展現況。並了解這些因子對節慶活動永續發展的影響程度。
There were sixteen tourism activities, five national tourism activities and eleven local tourism activities, were selected to promote and implement the‘Taiwanese Country Tourism Project’ of ‘Tourist Double Plan 2006’. The former, five national tourism activities, was selected because of its representative of the tourism image of Taiwan. The latter, eleven local tourism activities, was targeted due to that each activity would be sufficient to represent the unique of every city or county. Having introduced Taiwanese culture and folk custom to tourists through promotion of tourism activities was the intention of the Government. However, past activities were over-emphasized on marketing individual festival rather than on cultural exploration. Recently, the promotion of local festivals has led to overgrowth of tourism activities. However, the majority have ceased because of imitation and lack of innovation in most of festivals, such as the Changhua Expo and the Tainan Candy Festival. Even if the Yilan International Children’s Folklore and Folfgame Festival announced its closure in summer (August 26) 2007 after 12 years operation. This encourages the author to inquire elements impact the sustainable development of Taiwan’s local tourism festivals. Having reviewed the related literature and the collection of primary data through in-depth interviews with practitioner, government officer and academia, there are eight elements impact the sustainable development of Taiwan’s local tourism festivals are elicited. They include cultural, communal, economical, political, environment, technical, marketing perspectives and the ability of passed down tradition to next generation which served as a framework to analyze the primary data of the study. This research attempts to examine how a festival could be sustained by using the framework to examine the case of Hakka Tung Blossom Festival. |
