節慶活動的文化情感、參與動機與行為意圖探討

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51482

Title:	節慶活動的文化情感、參與動機與行為意圖探討 Investigating the Cultural Emotion Factors, Participation Motivation and Behavioral Intention of Festival Activity
Authors:	顏惠芸
Contributors:	廣告學系
Keywords:	節慶活動文化情感參與動機參與動機 Festival Activity Cultural Emotion Participation Motivation Behavioral Intention
Date:	2021
Issue Date:	2023-03-10 10:11:20 (UTC+8)
Abstract:	隨著各國經濟富裕，有一股旅遊風潮是以慶典活動結合觀光，它是各國發展體驗經濟的重要因素，是讓遊客進行以歷史懷舊的事物為主的體驗活動，因為節慶對內可以形成社會凝聚，有助於強化在地文創產業的創意能力與自信；對外可以形塑城市意象，其文化生產和文化消費的正向循環能夠達到文化永續發展及社會和諧與互動。而節慶本身可以運用獨特文化及景觀優勢，以活動來強調主題以及塑造形象，節慶活動是一個帶給人們快樂與共享的籌畫設計，是地方傳統或文化以慶典的方式巿場化，是產品、服務、思想、資訊、群體等特殊事務特色主張的活動，不但能吸引觀光人潮，同時也是地方文化最直接、具體的宣傳管道本計畫希望能應用節慶活動文化情感模型發現人們的參與動機與行為意圖等相關問題；以在地節慶為底蘊，透過文化、情感與設計加值深入探討相關議題。因此計畫目的為發展「節慶活動的文化情感、參與動機與行為意圖」之評估模型，欲確認文化情感內蘊含的相關因素對於人們參與節慶活動的動機與行為是否有影響，並從中再分析案例內的特色與可改善之處，以及觀察不同受測族群之差異，以上結果期能做為相關教育、設計、研究或相關主辦單位之未來應用或參考依據。 Taiwan’s religious culture, which features favorable diversity and vitality, is an excellent resource for developing Taiwan’s cultural and creative industry. At present, all countries worldwide are actively promoting religious tourism, which possesses the following advantages: (a) religious merchandise offers diversified development potential, generating substantial business opportunities and output value; (b) by combining religions with the cultural and creative industry, countries can drive national economic growth; and (c) increased popularity in religious culture enables knowledge and cultural significance to be transmitted. In this study, Taiwan’s local religious culture was investigated, where literature reviews, scale designs, surveys, and data analyses were performed to analyze emotional design-related factors employed to convert religious cultural elements into cultural and creative designs. A model for measuring religious cultural and creative designs was built, which may serve as references in various domains in the future: (a) for teachers in design-related education to inspire students’ ability to convert religious cultural elements into creative, thinking, and interpretation abilities; (b) for designers to design their works; (c) for industries to assess religion-oriented cultural and creative works; and (d) for related studies to be conducted on this topic. As the economies of various countries become prosperous, there is a wave of tourism that combines celebrations with featured scenic spots. Festival activity is a prevailing social and humanistic phenomenon worldwide, also has played a crucial role in politics, economy, and society throughout human history. Festival activity is able experienced, enthusiastic participation from tourists interested in featured scenic spots. The holding of festival activity helps to strengthen the creativity and selfconfidence of the local cultural and creative industries; it can also shape the image of the city to achieve sustainable development of cultural and social harmony and interaction. Festival activities integrate the features of products, services, ideas, information, groups, etc., not only can attract tourists, but also the most direct and specific publicity channel for local culture. This project hopes to apply the cultural emotion model of festival activities to discover people’s participation, motivation and behavioral intentions and other related issues. The goal of this study was to solve problems related to local cultural through the implementation of culture emotion and value-added aesthetic economy. Emotion and aesthetics of festival activities with values added through the basis of local culture are worth investigating. Therefore, this study explored the key factors of cultural emotion to the festival activities. The results of this study provide a reference for relevant industry owners and planners in designing local festival activities as well as for further research.
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