舉辦地方文化節慶關鍵成功因素探討－以清境火把節為例

Abstract

本研究以「清境火把節」為研究對象，從舉辦單位角度探討辦理地方文化節慶的關鍵成功因素。據文獻回顧及本研究觀察，歸納五大構面及二十項準則，以層級分析法為主要途徑。資料分析呈現，五大構面依重要性排序為：活動主軸、執行能力、財務規劃、行銷推廣和空間氛圍。而在二十項準則中，最突顯的關鍵因素為：核心價值、規劃團隊和主題設計。研究結果顯示，確實掌握活動核心價值，並透過俱備熱忱、專業與執行能力的規劃團隊，針對地方特色文化進行妥適主題設計，進而募集充裕資金，整合相關資源及擴大居民參與，為舉辦地方文化節慶最關鍵的成功因素。 This research take Cingjing torch festival as an example to explore the key success factors of holding local cultural events. Through literature review and informal survey, potential factors is summarized. The first questionnaire survey was conducted to the scholars and experts to confirm the indicator. Afterward, The study establish a hierarchical structure, including 5 dimensions and 20 key factors under these dimensions. In addition, these dimensions and factors were used to design the questionnaire of Analysis Hierarchy Process. The second round questionnaire survey objects were 19 interviewees consist of the scholars, governments, event organizers and co-organizers who participated in Cingjing torch festival before. By AHP approach to investigate and calculate the global weights of the dimensions and key factors. The results indicated that ＂Principal axis of events＂ is the most important dimension of holding local cultural events, followed by ＂Ability to execute＂, ＂Financial Planning＂, ＂Marketing＂ and ＂Space atmosphere＂. Secondly, ＂Core Value＂, ＂Planning Team＂ and ＂Theme Design＂ are the key success factors with the most significant among all the 20 factors.