| Summary: | 碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 105 === Taiwan has rich cultural and natural resources. The festivals at certain counties and cities, which are derived from tourism and leisure activities, are just a place to celebrate and showcase the unique cultural element of the community, and to celebrate local traditions or new forms of art, industry, customs, history, character and so on. Therefore, the local industrial festivals are held for the promotion of local agricultural products and characteristics of culture. Since 2006, Wandan Township of Pingtung County has started to sponsor the agricultural culture carnival, and use the red beans as the industrial theme to do the marketing since 2010. In addition to the activities of agricultural products exhibition and sales, it also contains the township of agriculture, forestry, fishery and animal husbandry products, as well as all types of traditional culture to do the promotion. In this study, the questionnaire survey was conducted to study the participant motivations and community identities for local residents during the festivals. The study found that the participation rate of women, married, college and young adults was relatively high. The participant motivation was mainly based on "interest and hobby", "leisure and escape" and "pass time". Local residents had strong cognition on the community identify effectiveness of the activities, which would eventually bring a positive sustainable development toward the festive activities. If future research attempts to construct a more complete reference module, it is suggested that some more in-depth, broader and diversified studies are required.
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