美國Discovery 節目曾於2007 年間評選台灣燈會的節慶活動為「全球最佳慶典活動」之一，而2019 年於國境之南主辦台灣燈會的屏東縣，卻依然能把燈會辦得有聲有色，並揚名國際！因此，本研究以「2019年大鵬灣燈會」為分析個案，並以層級架構分析法來建構「燈會活動關鍵成功因素」之架構。本研究建構出燈會活動關鍵成功因素的三大構面：1.「活動企劃因素」，2.「實行傳播因素」，3.「周遭認同因素」以及十二個項目評估。 研究結果顯示各構面的項目評估前五名依序是在「實行傳播」構面項下的「提高參與意願」，在「周遭認同」構面項下的「地方文化意識」、「地方產業特點」、「活動正向意義」，以及在「活動企劃」構面項下的「活動規劃創新」。 本研究結果希望可提供主辦單位、執行單位及相關人員在舉辦燈會活動時，能作為推動節慶活動以及未來發展方向的參考，而相關的後續建議也可提供給後續研究者使用。 In 2007, Discovery channel have selected Taiwan Lantern Festival which is one of the best worldwide festival. Pintung county which is located in south of Taiwan, can hold it successfully. This is the study of Dapeng Bay Lantern Festival and apply Analytic Hierarchy Process (AHP) to structure the successful key element of Lantern Festival. The three scopes of successful key element are 1. the element of planning activity. 2. the element of implementing marketing strategies 3. the element of approving of the surroundings plus 12 evaluating items. According to the result shown that the top 5 among these elements are ＂increase participating motivation＂, ＂ approval of local cultures＂, ＂ Features of local culture industry＂, ＂ the value of educational activities＂ and ＂innovative design for activities＂. The result of this study hopes to provide the relevant authorities some proper suggestions for the sake of promoting activities of cultural when holding festival, being deeply acquainted with the situation of local development and future developing trends.
