探究節慶的行銷策略與地方文化薪傳～以火燈夜巡為例

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Title:	探究節慶的行銷策略與地方文化薪傳～以火燈夜巡為例
Other Titles:	The Research of Festival Marketing Strategy and Local Cultural Heritage--A Case of Huo Deng Ye Xun
Authors:	許秀卿 Shiu, Shiou-Ching
Contributors:	文化創意事業管理學系文創行銷碩士班黃芳琪 Fang-Chi Huang
Keywords:	行銷策略;無形文化資產;火燈夜巡;地方文化薪傳 marketing strategy;intangible cultural heritage;Huo Deng Ye Xun;local culture inheritance
Date:	2015
Issue Date:	2015-08-24 11:56:30 (UTC+8)
Abstract:	節慶係蘊含歷史文化精粹、符合在地化、有主題且公開性的慶典活動，故保護文化資產最好的方式為舉辦文化節慶活動。　　文化資產是文化認同、保存多元文化的重要基礎，我國在94年2月修正通過文化資產保存法。嘉義縣政府於100年10月通過登錄火燈夜巡為縣定民俗無形文化資產，希望藉由世代相傳，讓蘊含地域特性及豐富情感的民俗文化得以保存。透過公部門的重視及協助，提高行銷與推廣文化傳承意義與價值，並提升地方觀光及產業價值。　　本研究以嘉義縣布袋鎮過溝建德宮火燈夜巡為研究個案，採取深度訪談、參與觀察及文獻分析等質化研究方法。從研究結果分析出火燈夜巡蘊含傳統農業社會信仰的特殊歷史背景、與一般廟會不同其乃為維護地方平安而遶境、居民均能自主性的參與及辦理時間的獨特性(農曆六月底的最後三天，配合鬼門開)等文化核心價值。火燈夜巡藉由讓參與者自製火把、面具及夜間遶境等獨特的體驗活動來產生感動，並透過置入性行銷、事件行銷及亮點行銷等策略讓潛在的消費者也能參與活動並建立忠誠度，最終將地方獨特文化活動加以薪傳。　　民俗文化活動要永續傳承，除了活動內容要蘊含文化價值之外，提供一個方便的參與機制及與周邊觀光資源經由夥伴關係相結合定能有所裨益，提供做為主辦單位未來發展節慶活動的參考。　　Festivals include not only historic and cultural spirits but also localized holiday-themed celebrations or activities. Therefore, in order to preserve local cultures and heritages, the best way is to hold cultural festival activities. 　　Cultural heritage is an important foundation of cultural identity and preservation of diverse cultures. Cultural heritage preservation act was passed in February, 2005. Huo Deng Ye Xun was accredited to be an intangible cultural heritage by Chiayi County Government in October, 2011. Furthermore, the cultural heritage which features the local characteristics and sentiments will be sustained. 　　This research is a case study which focuses on Huo Deng Ye Xun organized by Guo Gou Jian De Temple in Budai Township, Chiayi County, and it is applied some qualitative research methodologies including in-depth interview, participant observation, and document analysis. The result of this research shows that Huo Deng Ye Xun contains some core cultural values which are the historic background of beliefs in traditional agrarian society, different purposes of religious carnival from others which are for public safety; besides what mentioned above, so do autonomous choice of attending the pilgrimage procession and unique hold time (the last three days in the sixth month in Lunar Calendar which is about the opening of gates of Hades). Participants can be inspired by making torches, masks, and experiencing the pilgrimage procession at night in Huo Deng Ye Xun , and what is more, it can impel potential customers to join in with this activity and build the loyalty via placement, event, and spotlight marketing strategies. Ultimately, this unique cultural activity can be passed down.　　If folk cultural activities want to be passed down from one generation to another; not only should it imply the cultural values, but also it could offer a convenient public participation mechanism, and it will create profits by forming a group with near tourism resources; eventually, this can be given as references for organizers when they intend to develop their festival activities.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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