The Research of Related Factors of Supporting Attitude toward Festival Activities from Theory of Cultural Identity

• Main Authors: Mei- Hsien Wu, 吳美萱
• Other Authors: Kai-Chih Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/73598066200219689272

碩士 === 國立臺東大學 === 休閒事業管理碩士在職專班 === 102 === The research is about the aboriginal who joined the activities of “2013 Makapahay Aboriginal Festival in Taitung”, whether they are proud of ethnical culture, and thus affect the supporting rate on the festival activities accordingly. Total 350 copies of on-the-spot investigation questionnaires was executed thru convenient sampling, in which came up with 342 copies of valid questionnaires. SPSS12.0 and AMOS17.0 statistical software were adopted in key-in the related data, analyzing, concluding and confirming to the related assumptions. The supporting and confirmation from tourists is needed when public department holding festival activities. There are fourteen aboriginal ethnic groups in Taiwan. Therefore the related festival activities are comparatively more. The benefit of joining aboriginal festivals, ethnicism, supporting rate after attending the related activities are important references for holding aboriginal festivals in the future. Therefore the research is based on the aboriginals who joined the activities of “2013 Makapahay Aboriginal Festival in Taitung”. The research is focus on the benefit of festival、cultural identity and supporting rate of “ 2013 Makapahay Aboriginal Festival in Taitung” to deal with the validity analysis、descriptive statistics、factor analysis and One Way ANOVA. I am trying to use the “structural equation modeling” (SEM) to verify the causality between each component. The statistic is well proportioned to meet the standard. The research finds out that each component is related, but there is not apparent difference on festival activities supporting rate. Only when people join in festival activities the supporting rate on festival activities and cultural identity can be improved.