The Recreation Experience and Satisfaction of Tourists， Participating in "Hakka Festivals"--- An Example of "Toufen Hakka Cultural Festival "

• Main Authors: Chung，Fu-Kuei, 鍾福貴
• Other Authors: 胡愈寧
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/30250299574220746417

碩士 === 國立聯合大學 === 經濟與社會研究所 === 101 === In advance of globalization and technological forces of the two shares, the new global economic cycle has been transformed into the type of innovation-based knowledge economy. "Think globally, act locally" is the main plan the governments today promote the development of the cultural and creative industries and look forward to enhancing the "cultural identity" and increasing the added value of the industry by combining art, festivals, cultural originality and commercial mechanisms to create products with local cultural characteristics. "Tradition" depends on "creation" to renew , and on the other hand "creation" but need "tradition" inspired. The interaction between "tradition" and "creation " is that " historical consciousness "and" reality consciousness " present a dialectical relationship (Eric Hobsbawm , 2002). To create outputs with local cultural characteristics, in order to enhance the cultural identity of the people, the " culture soft " is deemed to be the major national construction projects (Tchen, 2003). The superiority of local conditions and enhancing development seems to have become the best way to promote local cultural and creative industries development. Hakka Affairs plans a series of festivals including Hakka 12 festivals with Hakka Cultural Festival ,which is Toufen Bucket Lamp held during the Lunar April 8. Through the promotion of folk activities, local culture of Hakka customs can make records of the history and operate sustainably. At the same time by folks joining the festivities, residents and visitors can heritage Hakka culture, show the representation of the bucket lights and vitality, and feel Toufen , Miaoli County treasure Hakka cultural assets. After promoting Hakka Cultural Festival for ten years, traditional Hakka culture conservation inspires a new creative way , and also spawns many different merchandises and creations from the previous marketing practices. That stimulates the author to plan this research with its theory, research, surveys and interviews to explore how the people involve in the Hakka culture festival experience feelings and satisfaction? Government strategy? Research literatures are analysis to experience economic and experiential marketing theory. Aesthetic experience will be the trend of the future consumption. Another is accompanied by the festival development strategies of the advanced countries, as the learning of the festival planning. The study design uses questionnaires, case interviews and text analysis. It parses the consumers' satisfaction with the recreational experiences and government strategies. The results found that: 1. Involved Toufen Hakka culture festival visitors are mostly women (53.17%) in high ages 40-50 years old age(22.3%), 50-60 years (20.7%). Senior high school level of education (47.3%) of the majority of the income of 20,000 $NT majority (44.7%) living in Miaoli area to participate in multi-(76.6%). Hakka majority (64.4%), tourists of Hakka non-Normally fluent (41.5%) in the majority. 2. Hakka culture festival participate in Toufen overall high satisfaction 24.6489 in sensory , emotion , thinking, action and association with high satisfaction 15.5213 (sensory ), 16.3617 (emotion), 15.9202 (thinking ),16.4894 (action ), 15.9309 (association). 3. In seven variables and dependent variables test found Assumed only monthly income, level of education, the Hakka language, vocational part of team satisfaction influential significant other Demographic variables was not significant.