Cognitive Model of Local Civil Servants for Organizing Festival Activities -- Case Study on Pingtung County

• Main Authors: Chiu, Hui-Chun, 邱慧純
• Other Authors: Yeh, Chin-Chia
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6m8923

碩士 === 國立屏東大學 === 文化創意產業學系碩士班 === 103 === “Festivals” are a governance strategy that Taiwan’s Government adopts to market distinctive local cultures and promote local economy. In addition to bringing substantial benefits to a place, a successful festival can help to shape the image of a governmental organization. To improve the results of holding a festival, public sectors employ collaborative governance, a network relation, to fully connect related resources, and public servants are key roles in the entire network relation. Therefore, public servants’ cognition of festivals influences the promotion result of a festival. The study aims to probe into public servants’ cognition of holding festivals, and after interviewing those who took charge of hosting festivals in Pingtung County Government, it collected and organized research variables in decision mode covering four aspects: the cognition of collaborative relationship, self-efficacy, perceived benefit, and behavior intention, and designed four research hypotheses. In addition, the study adopted questionnaire survey to obtain data from public servants who had executed festivals as the subjects of the study. Partial least square (PLS) in structural equation modeling (SEM) was employed as an analysis tool. The results of the study showed that the model established by the study had a good measuring mode and quality, and that it enjoyed good model fit and had predictability among variables. In addition, the study found that self-efficacy had positive and significant influence on behavior intention and perceived benefits, the cognition of collaborative relationship had positive and significant influence on perceived benefits, and perceived benefits had positive and significant influence on behavior intention. It implied that the hypotheses of the study were confirmed. These results can serve as references for local governments which should take long-term collaboration into consideration, build a good environment for collaborative relationship, and let public servants who have the experience of hosting an event, and identify with local cultures take charge of promoting festivals.