本研究主要目的是建立節慶魅力評價模式。針對節慶參與者對節慶活動的魅力感知做評價分析，並歸納節慶魅力的核心現象。近年來台灣積極的推廣地方文化創意產業，但是很少有評價的機制出現。因此，本研究以節慶活動為例，利用魅力工學研究法將人類魅力的模糊感知，以”評價構造法”與”數量化一類 “做系統性的分析。先萃取魅力因素，後作權重分析。然而，台灣的節慶活動項目類型繁多，本研究以KJ法將所有節慶以座標分成四類(國際性與地方性、傳統性與地方性、傳統性與現代性，傳統性與國際性)。再從四個不同面向中分別選擇最具有代表性的案例，為研究對象。四個代表的節慶活動是：台灣燈會(代表含國際性與傳統性)、內門宋江陣(代表含地方性與傳統性)、東港黑鮪魚觀光節(代表含現代性與地方性)、國際宜蘭童玩節(含國際與現代創意性)。研究步驟，首先進行高涉入者(至少參加該節慶兩次者)深度訪談。再將魅力因素收集與建立三階段式評價構造表，分別是：上位—抽象感覺、中位--原始理由、下位—具體事物。繼而，在每個節慶活動現場發放各500份問卷，四個節慶活動現場共2000份的問卷，回收1647個有效樣本，回收率82%”。依據活動參與者間不同的參加次數，以”數量化一類”作魅力感知的權重分析。最後，使用坐標以SWOT（優勢，劣勢，機會和威脅）比較第一次(初次體驗者)與每年參加（高忠誠度者）其魅力感知因素之異同。結果發現：在1647個樣本中有984是參加兩次(含)以上，占節慶參加者60%，超過一半以上，顯示節慶在台灣確實有其魅力的存在。從參與者的資料中顯示：除了黑鮪魚節外大學生族群是參加活動的最大多數。參與節慶大多有地域性、年齡以16〜25歲之間的年輕人佔多數。此外，重複參加者多半與朋友或家人一起參加，這說明節慶是朋友或家人最佳的活動場所。經數量化一類分析後結果整理，四個產業吸引人的魅力項目與因素，問卷類目得點最高者如下：一、台灣燈會：1）場地氣氛：燈海，浪漫感；2）燈的創作：傳統花燈區，絢麗壯觀感；3）煙火秀：煙火配合音樂節奏散開，精采漂亮感；4）地方小吃：可以邊走邊吃，有特色；5）現場演唱：可點歌，有臨場感。二、「內門宋江陣」：1）傳統宋江陣的表演：場面大，很好看；2）繞境：全程用走的，可互相溝通；3）創意宋江陣：民俗配合音樂舞蹈、能感染年輕朝氣；4）拜拜：進香許願還願、有熱鬧感；5）民俗活動：喜歡宋江陣(武陣類)、可共襄盛舉。三、「東港黑鮪魚季」：1）黑鮪魚吸引人：有季節性 2）新鮮美味：肉質滑溜細軟；3）厚度像牛排:有健康安全感；4）品嚐黑鮪魚：令人回味無窮、便宜；5）招待客戶親友：有熱絡感、受歡迎口碑好；6）黑鮪魚季整體感覺：繁榮地方、好彩頭、照顧漁民；7）休閒旅遊好地方：攤位多、有幸福感、開心、有趣。四、「宜蘭國際童玩節活動」：1）戲水：全身淋溼像落湯雞，刺激感；2）表演：服裝道具，異國傳統風；3）環境氣氛：居民熱情，有親切感。 茲就四個節慶研究結果分別說明：台灣燈會--台灣燈會訪談樣本數16份，訪談了高涉入者(至少參加兩次以上活動者)女6男人10人。活動現場問卷500份，有效樣本383份，佔77%。吸引人的原始理由是：1）場地氣氛--場地氣氛這一項目中吸引人的類目共有10種分別是：燈火倒影閃爍、音樂與懷念老歌、沿途步道燈飾、主題攤位、花燈造形多樣、生肖為題材、花燈在夜晚明亮、燈海、傳統花燈區、藝術家創作作品。其中類目分數最高的是：燈海、傳統花燈區。吸引人的5類感覺是：熱鬧、溫馨、漂亮、迷人、浪漫。分數最高的是：浪漫、漂亮、迷人。（2）燈的創作--燈的創作的項目中最吸引人的類目共5類：花燈以當年生肖為題材、花燈造形多樣、主題攤位展示不同形象、藝術家創作作品、傳統花燈區。而其中類目分數最高的是：傳統花燈區，藝術家創作作品、主題攤位展示不同形象。 吸引人的7類感覺分別是：期待感、有特色、有祈福感、絢麗壯觀、驚訝感、文化的刺激、有趣 。其中類目分數最高者前三名是：絢麗壯觀、驚訝感、期待感。3）煙火秀--煙火秀項目中吸引人的類目，共五類分別是：煙火互相交、煙火柱狀散開、煙火天空瞬間散開、煙火有造形設計、煙火主秀漂亮。而其中類目分數最高的是：煙火配合音樂節奏散開、煙火有造形設計。9類感覺分別是：有期待感、有祈福感、很值得、有幸福感、安全感、震撼感、特殊感、精彩漂亮、能捕捉視覺短暫的刺激。其中吸引人感覺分數最高者前三名是：精采漂亮、有幸福感、特殊感。（4）地方小吃- 吸引人的類目，共8類分別是：可以吸引觀光客、可以吃到很多東西、可以吃到地方名產、可以邊走邊吃、地方老店也擺出來、內容豐富、名產集中、場地有規劃整齊不凌亂。分數最高的是：可以邊走邊吃、可以吃到地方名產、可以吃到很多東西。吸引的感覺有4類分別是：有特色、集中方便、滿足感、衛生乾淨。其中類目分數最高者是：有特色。（5）現場演唱-- 吸引人的類目共5類，分別是：可看到歌手、整點定時演唱、人潮多、免費的、可點歌。而其中類目分數最高的是：可點歌、可看到歌手、整點定時演唱。共3類吸引人的感覺：有臨場感、有趣、值得。分數最高者是：有臨場感。AE-SWOT優勢項目中顯示 各種燈籠，中國生肖主題，創意燈籠，燈海，藝術家燈的創作，造形煙火，燦爛煙火火表演，能品嚐到當地的特色食品，有浪漫，壯觀，秀麗，滿意，氛圍的享受感，這些是台灣燈會的吸引力優勢因素。內門宋江陣--內門宋江陣訪談樣本15份，男6女9人，其中包含遊客、當地居民、表演者。活動現場發放500份樣本，回收有效樣本484份。最吸引人的原始理由有四項：1.傳統宋江陣、2.繞境、3.創意宋江陣、4.拜拜。1）傳統宋江陣—吸引人的具體類目有10種分別是：宋江陣的表演、男女老少對打、有真功夫、場面大、手腳靈活、想了解宋江陣、音樂動作、想參與活動、純樸無商業性、老中輕都有。而其中類目分數最高的是：宋江陣的表演。場面大。5種感覺：很好看、很熱鬧、兒時回憶(有古早味)、薪火相傳感、有典故。其中類目分數最高的是：很好看、有薪火相傳感。2）繞境—吸引人具體類目共有8種：場具體面盛大、攜老扶幼、每戶備菜與飲料、全程用走的、服裝色彩鮮豔、鑼鼓喧天、文陣武陣在隊伍中、執茭神明的指示。分數最高的是：全程用走的、文武陣在隊伍中、攜老扶幼。吸引人的感覺有10種：可保平安、傳統、親切、可互相溝通、熱情、人與人融洽、熱鬧、團結、可凝聚地方力量、瘋了。分數最高的是：可互相溝通、可凝聚地方力量、可保平安。3)創意宋江陣--吸引人的具體條件類目共有8種：民俗+舞蹈+音樂、大專院校參與、道具多、殺氣騰騰、年輕人多(大學生) 、動作技巧、聲音震耳、傳統服裝。而其中類目分數最高的是：民俗+舞蹈+音樂、年輕人多(大學生)。吸引人的感覺有12種：多樣化、有創意、漂亮、功夫好、有男人味、像女中豪傑、有承傳、可學習、整齊有默契、開心有趣、有團隊精神、可感染年輕朝氣。其中吸引人的感覺類目中分數最高的是：可感染年輕朝氣、多樣化、有承傳。4）拜拜--吸引人的具體類目共有6種：有傳說故事、為神明慶生、媽祖廟歷史悠久、進香許願還願、從小習慣、心中有無法解決之事。而其中類目分數最高的是：進香許願還願、從小習慣、媽祖廟歷史悠久。吸引人的感覺共有6種：熱鬧、保平安、自動自發、很靈驗、共襄盛舉、可以玩。分數最高的感覺是：熱鬧、共襄盛舉。5）民俗活動--民俗活動這一項中吸引人的具體條件類目共有5種分別是：喜歡宋江陣(武陣類)、花鼓陣(文陣) 、喜歡廟會、不同陣頭、有師父傳授。分數最高的是：喜歡宋江陣(武陣類)、有師父傳授。共有4種分別是：共襄盛舉、有地方性、好奇、有趣。其中類目分數最高的是：共襄盛舉。AE-SWOT的優勢具體項目是：殺氣騰騰、文陣與武陣、民俗+舞蹈+音樂、進香許願還願、宋江陣的表演。上位感覺為：可保保平安、好客的、和諧的、有團隊精神、多樣的、可感染年輕朝氣、熱鬧、共襄盛舉。屏東黑鮪魚觀光季-- 訪談了高涉入者(至少參加兩次以上活動者)男6人女6人，共12人，包含黑鮪魚活動的消費者、當地居民、餐廳業者。 後在活動現場發放500份問卷，有效樣本430份。回收率為86%。黑鮪魚理由有兩種原始理由分別是：1）黑鮪魚吸引人、2）休閒旅遊的好地方。每一項目中分別有不同的下位具體條件與上位理由類目，1)黑鮪魚吸引人：具體件類目有8類，東港餐廳多、品嚐黑鮪魚、看黑鮪魚拍賣、料理式樣多、黑鮪魚有季節性、東港餐廳多、華僑市場海產多、東港是漁村、有喜歡的餐廳。最高前三名者是：華僑市場海產多、有喜歡的餐廳。吸引人的感覺理由有8類目：很新鮮、料理奇特、健康安全、令人回味無窮、便宜、有滿足感、期盼感、躬逢其盛跟流行。類目得點最高前三名是：令人回味無窮、便宜。2)休閒旅遊的好地方--黑鮪魚季休閒旅遊的好地方的項目中具體條件類目有7類：餐廳多、口味多、交通方便、海產式樣多、攤位多、合全家一遊、靠近景點。分數最高前三名是：攤位多、餐廳多、海產式樣多。休閒旅遊好地方這一項中包含有八個不同的上位理由類目，分別是：有趣、好奇、能抒解生活壓力、增添生活經驗情趣、開心、有幸福感、有度假氣氛、可認識黑鮪魚。類目得點分數最高前三名是：有幸福感、開心、有趣。AE-SWO中的優勢感是新鮮、好吃、有趣、幸福。具體因素是：很多餐廳在東港、黑尾魚有季節性、餐廳多樣化。從人口統計中發現黑鮪魚是本研究四個節慶中重復參加者人數比例30%最高的。（宋江陣25%、童玩節19%、台灣燈會9%），有季節性與主題明確為主要因素。宜蘭國際童玩節的魅力因素—共訪問25位高涉入者，男7人女18人，後萃取魅力因素製做問卷，在活動現場發放500份，共回收有效樣本377份。喜歡童玩節理由有五種原始理由分別是：（1）戲水、（2）表演、（3）環境氣氛、（4）展覽、（5）紀念品。 茲就上下位之類目得點分別列出說明。1)戲水項目：有10個類目，分別是：音樂水舞、水噴灑在身上頭上、水迷宮、水床上跳躍、以水槍互相噴水、很多人很熱鬧、尖叫聲、全身淋溼像落湯雞、像水戰場。其中類目得點最高者是：全身淋溼像落湯雞，很多人很熱鬧，走吊橋。上位理由有11個類目，分別是：開心快樂感、親近融合感、有趣感、期待感、新鮮好奇感、參與感、刺激感、創造感、玩瘋了、驚喜感、童趣。其中類目得點高者是：刺激感、新鮮好奇感、玩瘋了。2)表演項目：表演項目中具體條件有11個類目，分別是：各國舞蹈、民俗音樂、距離舞台很近、小丑表演、魔術表演、夜間表演、服裝道具、動作、表演小朋友可愛、戶外表演、不同人種表演。其中類目得點最高分者是：各國舞蹈，服裝道具，戶外表演。吸引人的上位理由有9個類目，分別是：異國傳統風、很值得、有歡樂感、表演賣力很感動、表演賣力很感動、觀摩交流、創新多樣、使命感、美妙感。其中類目得最高者是：異國傳統風，很值得。3)環境氣氛項目：環境氣氛項目中具體條件有11個類目，分別是：冬山河大綠地、居民熱情、河堤黃昏涼風、自然生態、空氣好、騎單車協力車、羅東夜市、景色佳、民宿、散步。其中類目得點最高者是：散步，騎單車協力車，居民熱情。上位理由有9個類目，分別是：放鬆、休閒感、親切感、無壓迫感、人間淨土、安靜、方便、自然、文化進步。其中類目得最高者是：親切感、無壓迫感、放鬆。童玩節AE-SWOT優勢因素是：全身像落湯雞、水槍、各國民俗舞蹈表演、兒童表演、戶外表演。吸引人的感覺是：自然、生態、悠閒散步、期待感、創新、玩瘋了、好玩。本研究的節慶評價模式為：文獻蒐集⇒節慶分類（KJ法）⇒深度訪談高涉入者⇒萃取魅力因素（製作評價構造表）⇒問卷製作與發放（可現場或網路）⇒數量化一類統計⇒結果分析。根據以上結果發現節慶魅力核心現象為：四個節慶仍以飲食性為主題的節慶較獲青睞，並有季節性與新鮮性為主題明確的較能吸引重復參加者，如黑鮪魚觀光節。一般而言，節慶的動態活動優於靜態活動、有互動性的活動較易吸引人如宋江陣與童玩節、節慶活動周邊景點、休閒性活動也能增加節慶的魅力（如黑鮪魚季與童玩節）。獨特性與不可替代特色的較能吸引重復參加者如宋江陣與黑鮪魚、有文化性、地方特色、歷史承傳的，較易有高忠誠度者歷久不衰的對節慶活動的持續加持。整體而言建議：”國際性與地方性的節慶“¬--如台灣燈會，其歷史性並不屬於某地方，建議全台灣各地輪流舉行，因其參加者度忠誠度不高，換言之節慶活動有很高的替代性，若輪流在各地方舉行可吸引新鮮的初體驗者。”現代性與地方性節慶“--如黑鮪魚季，可強調這類節慶的季節性、新鮮性、並以吃的為主要訴求並輔以周邊景點，將會吸引很多老饕參加，且成為忠誠性高的節慶活動。 ”地方性與傳統性節慶“--如宋江陣類的活動，可運用地方的特色並加強創新性，如注入年輕的新血輪加入，將有助於節慶活動的朝氣性與年輕化，活動更易普及。”國際與地方性的節慶“--如童玩節，若要維持活動的續經營應增加創新性否則易被取代，此外可增加互動性強的活動；如與音樂以及水共舞、調異國風味表演。週邊休閒活動如散步與騎腳踏車等，亦可利用其可替代性，找尋相似的環境複製或移動，可吸引初體驗者。本結果可提供相強調異國風味表演，可增加互動性關產業維持魅力特色外，亦可進一步建立文化創意產業的評價機制與模式。

The main purpose of this study focuses on evaluating festival participant’s perception of attractiveness in the festival industry. Although the festival industry has been greatly pro-moted in Taiwan, there are only few methods used for evaluation. Thus, using festival ac-tivities as the example to establish an evaluation model with an engineering research method. This study systematically examined the concept of vagueness and evaluated attractive factors with the Evaluation Grid Method. The paper selected the four most representative cases, Taiwan Lantern festival(台灣燈會), Nei Men Song Jiang Zhen Festival（內門宋江陣）, Donggang Blue-Fin Tuna Culture Tourism Festival(東港黑鮪魚觀光季), and International Yilan Children’s Folklore & Folkgame Festival(國際宜蘭童玩節) as the examples. Firstly, in-depth interviews were conducted with highly involved participants to identify the attractiveness factors of the festival. Two thousand copies of the questionnaire were distributed on the festival site. 1647 effective samples were collected for the weight analysis with “Quantification Theory Type I”. First, festival participants were interviewed with the Evaluation Grid Method (EGM) to establish the attractiveness factors of three phases, designated “ladder up abstract feelings,” “middle original reasons” and “ladder down concrete objects.” The top attractiveness factors in each phase respectively. Finally, using the coordinates of the A.E.SWOT (after evaluation and statistics the attractive factors for strengths, weaknesses, opportunities and threats) for analysis both first time participants and annual attenders what kind score they choices which factors are in each quadrant. Those factors could display participants of experience and the core phenomenon in the festival. This study discovered that there were 984 repeated attendees among all 1647 samples, comprising 60% of all samples. Four festival activities are more appealing to students than other participants. Due to the location of the investigation, most of the interviewees are from residential or near festival areas, shows participant of festival activi-ty has regional. Regarding age, youths between 16 ~ 25 years old are the majority. Among them, college students are the major group. Moreover, most repeated attenders participated with their friends, followed by family members. This illustrates that the most of festival is the perfect place for youths to go with their friends or family. From “E.G.M “and “Quantification Theory Type I” analysis, the middle original reasons, ladder down concrete objects, and ladder up abstract feelings of the each festival of participants were characterized as follows: The original reasons of Taiwan Lantern Festival are: 1) atmosphere is great, 2) originality of lanterns is good, 3) firework shows are astonishing, 4) local side dishes are available and 5) live bands are invited in the festival. The ones which scored high in ladder down concrete attractiveness factors are: lantern sea, traditional lanterns, fireworks exploding with music, being able to walk and eat at the same time, being able to order songs. The high scores in ladder up abstract feelings are: romantic atmosphere, spectacular creation of lanterns, happy for firework shows are astonishing, local specialty food are available are special and live bands with the sense of experiencing the scene ambience. Thus, for repeated festival goers, especially college students, what attracts them the most is not only those highly scored abstract feelings but also the sensory inputs from sights, sounds, and tastes. The visual sense of beauty and the music in the air are the most appealing factors of the Lantern Festival. Furthermore, in A.E-SWOT shows: romantic, spectacular, outstanding, satisfied, enjoying the ambiance, various kinds of lanterns , Chinese zodiac theme, lantern sea, creative lanterns by artists, stylish fireworks, Splendid main firework shows, being able to taste local specialty foods, local traditional shops. The original reasons of Son Jiang Jheng (S.J.J.) Festival are: 1) traditional song Jian Jheng, 2) Inspection tour, 3) Creative Song Jiang Jheng, 4) worshiping, 5) folk activities, which scored high in ladder down concrete attractiveness factors are: Song Jiang Jheng performance are traditional, inspection tour are walking tour, Son Jiang Jheng are folk ac-tivities. The scores high in ladder up abstract feelings are: tradition Song Jiang Jheng are terrific performance, inspection tour can be communicable, creative Song Jiang Jheng has young and energetic, worship are popularity. In Bluefin Tuna Festival the scored high in ladder up are: the taste of Blue fin tuna fell that finger licking good, attraction for tourism are happiness. Ladder down scores are: Bluefin tuna is seasonal, variety of vendor is attraction for tourism. This result shows join Bluefin Tuna Festival not only taste blue fin tuna but also as tourism, both of that are happiness. The original reasons of International Yilan Children’s Folklore & Folkgame Festival are: water activities, 2) performances, 3) Environment and atmosphere. The scores higher in ladder down concrete attractiveness factors are: totally soaked in water activities, preference for folk dance show, environment walking. The scores higher in ladder up abstract feelings are: water activities are excitement, watch performance are valuable, environment is friendliness. According personal information showed the highest participants of annual that total are in four festivals, that included 30% in Blue-Fin Tuna culture tourism Festival, then are 25% in Son-Jiang Jheng Festival, which 19% in International Yilan Children’s Folklore & Folkgame Festival and Taiwan Lantern Festival are 9%. These results may be explained by Pingtung Blue-Fin Tuna are: Donggang is a fishing village where my favorite restaurant located”, “seasonal”, and “variety of vendor”, that can be to attract ones like glutton again and again for join this festival. Those features could be followed perceptions that are trendiness, fun, interesting. From the result, this study found that Blue fin Tuna culture tourism Festival is more popular for highly ‘involved’ (annual attenders, royalty participants or repeat attenders) in the all of other festival. Above, attractiveness factors have core phenomenon in this research, detail as follows: Festival to be sustainable development should be a unique attraction. Festival push forwarded trendiness as flow will be as opportunities. Festival activity has to bring happiness for participants. Attend to festival activity could relieve stress. The romantically ambiance are important attractiveness factor for festival. Leisurely environment are more attractiveness for festival. Unique activity could attract loyalty participants. The unique feature factors of the festival are more irreplaceable in festival. Creative factor has attracts for young people in a traditional festival. Diversity and popular subject in festival are easy to replaced. Creative trendiness and flow could attract to high loyalty participants in festival. Both seasonal and freshness delicacies could attracts loyalty participants (annual attenders). In conclusion, festival evaluation model are as follows:
1) Attractive factors from E.G.M (In-depth interview and hierarchical diagram of attractive factors)==> Produced questionnaires and distributed them out in the festival site ==> Quanti-fication Theory Type 1 analysis==>AE-SWOT.
The research method and result of this study should serve as a reference to planners, festi-val, industry managers, peripheral festival product designers, and organizers of festivals in both public and private sectors.

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