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研究生: 謝妤嫻
Shieh, Yu-Shyan
論文名稱: 從公私夥伴關係視角探討地方節慶活動於文化觀光發展之演進歷程: 以台南美食節為例
Exploring the Evolutionary Process of Local Festival on Cultural Tourism from Public-Private Partnership Perspective: Case Study of Tainan Food Festival
指導教授: 楊佳翰
Yang, Chia-Han
學位類別: 碩士
Master
系所名稱: 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年: 2019
畢業學年度: 107
語文別: 英文
論文頁數: 133
中文關鍵詞: 公私夥伴關係地方節慶活動臺南美食節文化觀光
外文關鍵詞: Public-Private Partnership, Local Festival and Events, Tainan Food Festival, Local Festival and Events, Tainan Food Festival, Cultural Tourism Cultural Tourism
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  • 在觀光產業日益興盛的趨勢下和「體驗經濟」的盛行與推廣,觀光旅遊已成為21世紀最引人注目並最具發展潛力和前景的產業,經文獻回顧發現具有在地特色和代表性的地方節慶已成為吸引國際遊客的主要方式之一。大行節慶要有效益的規劃與籌辦,公私夥伴合作關係為不可或缺的一環,然而也指出公私部門彼此之間的權責劃分跟影響仍有待商榷。身在一個資訊通訊發達的時代,公部門與私部門的關係逐漸透明化,並產生了一種新興的合作模式。然而,合作的過程中,不同的角色定位與合作形式將會塑造出截然不同的成果,更會影響節慶活動是否得以延續或擴大發展。新興的合作模式由上而下,推動始於政府, 但由各個民間組織所執行。因此,公私部門如何建立有效益的合作關係,為公私夥伴關係合作中主要探討的議題。
    此研究以臺南市所舉辦的「臺南美食節」為案例研究,同時為全台灣第一個舉辦「以城市為單位」的美食節慶。因此,本研究將使用公私夥伴關係理論視角檢視活動規劃中公私部門所扮演的角色,並參與「臺南美食節」的活動規劃,將由「參與觀察法」以文化觀光客的角度來探討臺南市觀光旅遊局與民間單位的合作模式,並用「個案研究法」深入了解活動的規劃和運行,並盤點出公私部門於發展過程中的定位和角色。最後則用「深度訪談法」分析相互合作中的演化過程、交互作用、可能性和利益相關人等,建立出一套可操作並具有參考價值的合作模式。此研究於結論總結出公私夥伴合作關係的關鍵成功因素,會依照不同的屬性:舉凡政策、計畫、內部結構組織、信任、社會支持和領導驅動分佈於節慶活動的四個階段,此研究發現關鍵成功因素也因節慶的演化進程:政府整備、外部支援、建議夥伴關係和主體導向四個階段有不同比重的重要性。

    Under the trend of the booming tourism industry and the prevalence and promotion of the “experience economy,” sightseeing tourism has become the most eye-catching and most promising and promising industry in the 21st century. It has been found in the literature to have local characteristics and representativeness. Local festivals have become one of the main ways to attract international tourists. The planning and preparation of the festival should be sufficient. The public-private partnership is an indispensable part. However, it is pointed out that the division of powers and responsibilities between the public and private sectors is still open to question. In an era of advanced information communication, the relationship between the public and private sectors has gradually become transparent, and an emerging model of cooperation has emerged. However, in the process of cooperation, different roles and forms of cooperation will shape very different results and will affect whether the festival activities can be continued or expanded. The emerging model of cooperation starts from the top down, and the promotion begins with the government but is carried out by various civic organizations. Therefore, how the public and private sectors can establish effective partnerships is the main topic of discussion in public-private partnerships.
    This study is based on the Tainan Food Festival held in Tainan City. It was the first food festival in Taiwan to be held in the city. Therefore, this study will use the Public-Private Partnership theoretical perspective to examine the role of the public and private sectors in the activity planning, and participate in a series of activities planning for the "Tainan Food Festival." The "Participation Observatory” method to explore Tainan from the perspective of cultural tourists. The cooperation model between the Tourism Bureau of Tainan City Government and the private sector, and use the "Case study” method to gain an in-depth understanding of the planning and operation of the activity, and to take stock of the positioning and role of the public and private sectors in the development process. Finally, the "In-depth interview" method is used to analyze the evolution process, interactions, possibilities and stakeholders in cooperation, and hopes to establish a set of operational models with operational value and the reference value.
    This study concludes that the critical success factors for public-private partnerships are based on different attributes: governance, planning, capacity, trust, social support, and leadership oriented distribution in four phases of the festival. The critical success factors are also due to the evolution of the festival: the four stages of government preparation, outsourcing networking, partnership building, and theme orientation have different proportion of importance.

    摘要 I Abstract III 致謝 V Table of Content VII List of Figures X List of Tables XI Chapter 1 Introduction 1 1.1 Research Background 1 1.1.1 The Uprising Trend of the Tourism 1 1.1.2 The Relationship between Tourism Trends and Festivals 3 1.1.3 The Promotion of Festivals and Tourism in Taiwan 5 1.2 Research Motivation 7 1.2.1 Industry Perspective 7 1.2.2 Academic Perspective 8 1.2.3 Personal Perspective 9 1.3 Research Objectives and Questions 10 Chapter 2 Literature Review 13 2.1 Overview of the Cultural Tourism 14 2.1.1 The Definition and the History of Cultural Tourism 14 2.1.2 The Relations and Segments of Cultural Tourists 15 2.1.3 The Impact of Cultural Tourism and Local Festivals 17 2.2 Cultural Festivals and Events 18 2.2.1 Defining and Evaluating the Festival and Events 18 2.2.2 The History and Integration of the Local Cultural Festival 19 2.2.3 The Impacts and Evaluation of Local Cultural Festival 20 2.3 Tourism Organizations in Taiwan and in Globe 21 2.3.1 The Responsibilities and Differentiation of Tourism Bureau in Taiwan 22 2.3.2 Local Festival & Events in Taiwan 23 2.3.3 The Interpretation and Implementation of the Local Festival 25 2.4 Concepts of Public and Private Partnership (PPPs) 26 2.4.1 Local Governance and Public-Private Partnerships 27 2.4.2 Infrastructure of the Public and Private Partnership 27 2.4.3 The Implementation of Public and Private Partnership 28 2.5 Public and Private Partnership and Cooperation Projects 30 2.5.1 Different Levels of Participation and Engagement in Contracts 30 2.5.2 The Phases of the Public and Private Partnership 31 2.5.3 The Framework for the Public and Private Partnership Development 33 2.5.4 Global Case Study of Public and Private Partnership Projects 39 Chapter 3 Methodology 49 3.1 Research Framework 49 3.1.1 Research Concept 49 3.1.2 Research Process 50 3.2 Research Method 51 3.2.1 Participatory Observation 51 3.2.2 Case Study 53 3.2.3 In-depth Interview 54 3.3 Data Collection 55 3.3.1 Case Selection 55 3.3.2 Criteria of Interviewee Selection 55 3.3.3 Interview Design 55 3.4 Data Analysis 56 3.4.1 Thematic Analysis 56 3.4.2 The Levels of Critical Success Factors of Public and Private Partnership 57 Chapter 4 Research Results 60 4.1 Source of Data 60 4.1.1 Primary Data 60 4.1.2 Secondary Data 62 4.2 Case Study of Tainan Food Festival 63 4.2.1 Current Development of the Tourism in Tainan 63 4.2.2 The Production and Objective of the Department 64 4.2.3 The Differentiation and Responsibility of the Department 65 4.2.4 The Development of Tainan Food Festival in Chronical Orders 66 4.3 Determinants of Public Private Partnership for Tainan Food Festival 73 4.3.1 Governance Oriented 74 4.3.2 Capacity Oriented 74 4.3.3 Planning Oriented 75 4.3.4 Trust Oriented 76 4.3.5 Social Support Oriented 76 4.3.6 Leadership Oriented 77 4.4 Evolutionary Process of Tainan Food Festival from the Public and Private Partnership Perspective 78 4.4.1 Government Preparation Phase 78 4.4.2 Outsourcing Networking Phase 79 4.4.3 Partnership Building Phase 80 4.4.4 Theme Orientation Phase 81 4.5 Cooperative Pattern of Tainan Food Festival from the Public and Private Partnership Perspective 82 Chapter 5 Discussion and Implication 86 5.1 Findings and Discussion 86 5.1.1 The Critical Factors in the Evolutionary Process 86 5.1.2 The Suggestions for Tainan Food Festival from Diverse Perspective 87 5.2 Implication for Theory 88 5.3 Implication for Practice 89 5.4 Research Limitations 90 5.5 Future Study 91 Chapter 6 Conclusion 93 Reference 98 中文文獻 98 英文文獻 100 Appendix 106

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