| 摘要: | 節慶活動可以說是增加觀光行銷誘因與提升地方收益的重要方式，我國自2000年以來，各縣市紛紛推出各式各樣的節慶活動，許多活動受到歡迎而持續舉辦，但逐漸被淘汰消失的活動也不少。因此本研究以彰化縣鹿港鎮頂番地區元宵節活動為分析個案，並以層級架構分析法來發展舉辦節慶活動關鍵成功因素之架構。本研究建構出影響元宵節提燈活動的三大構面：「1.環境認同因素」，「2.執行宣傳因素」，「3.活動規劃因素」及十二個評估項目：1.地方文化認同，2.活動教育價值，3.活動主軸明確，4.活動執行能力，5.活動策略規劃，6.提升參與動機，7.整體環境氛圍，8.媒體曝光宣傳，9.活動設計創新，10.活動行銷組合，11.地方產業特色，12.相關經費挹注。 研究結果顯示：「環境認同因素」是最重要的構面，其中「地方文化認同」與「活動教育價值」為最重要之關鍵成功因素，在全部的評估項目中列在最重要的前兩名；「執行宣傳因素」中最重要的關鍵是「活動執行能力」；而「活動規劃因素」雖然在構面權重中名列最後，但與第二位的權重幾乎相等，其中「活動策略規劃，活動主軸明確」是最重要的活動規劃要項，分占第三及第五位。 本研究結果希望能提供給相關單位，作為推動文化創意節慶活動的參考，深入瞭解所屬地方發展現況及未來發展走向，並補足相關資訊以提供後續研究者使用。
Holding festival activities are in the belief that not only do they improve tourism marketing, but they are also able to increase local income. Since 2000, a wide variety of festival activities have constantly been held from county to county in Taiwan. Thus, some festival activities are ceaselessly held owing to their popularity. However, others have already been suspended.The study mainly aims at the investigation for a case study based on the activities of Lantern Festival held in Dingfan area, Lukang Township, Changhua County. The analyzing technique, Analytic Hierarchy Process, AHP, will be applied in the study to explore the critical factors for succeeding in those activities. Therefore, the purpose of focusing on this framework is three-fold together with another twelve evaluating items: (1) the element of approving of the surroundings (2) the element of implementing marketing strategies (3) the element of planning for activities. Moreover, other twelve evaluating items are as follows: (1) to approve of local cultures (2) the value of educational activities (3) the explicit theme activities (4) the ability to carry out activities (5) the strategies for planning activities (6) to increase participating motivation (7) the atmospheres of whole environment (8) media broadcasting (9) innovative design for activities (10) the integrated marketing strategies (11) local culture industry (12) the relevant fundraising. According to the result shown, amongst those elements, “approving of the surroundings” are the most important part. In addition, “to approve of local cultures” and “the value of educational activities”, separately ranked as the first and the second place, fall into the category of being the most important factors for succeeding in activities. Furthermore, on the basis of the element of implementing marketing strategies, “the ability to carry out activities” is classified as the most significant factor for being successful in activities; on the contrary, the element of planning for activities, whose significance is almost the same as “the ability to carry out activities”, in the category falls into the least importance. Moreover, the factors of “strategies for planning activities” and “the explicit theme activities” in the element are individually ranked as the third and fifth places. The result of the study is in the hope of providing the relevant authorities some proper suggestions for the sake of promoting activities of cultural and creative festival, being deeply acquainted with the situation of local development and that of the future developing trends and the last, but not least, compensating the lack of relevant information about festival activities for further study. |
