近年來，藉由節慶活動的舉行來行銷地方，已成為新的風潮。一個好的節慶活動除了本身內容與品質外，還必須能夠引起消費者的共鳴、熱愛以及長期的參與和支持，而其中消費者對節慶活動的認知識別，是重要的關鍵。一旦當消費者識別認同後，即會建立了堅強的關係。因此，本研究的目的即在探討節慶活動的識別內涵，以及在這些識別內涵下的哪些特性，會對消費者知覺與認同有所影響。

    本研究以2005年宜蘭縣的國際童玩藝術節、花蓮縣的國際石雕藝術季和台東縣的南島文化節為研究範圍，並且私立淡江大學商管學院之研究生為研究對象，探討節慶活動識別內涵相關特性是否對消費者知覺與認同有顯著影響。本研究有效樣本數總計為313份，並且利用迴歸分析方法，來作變數之間的關係探討。

    研究結果顯示，節慶活動識別內涵之獨特性、節慶活動識別內涵之聲望、節慶活動識別內涵與自我概念之相似性對地方正面形象及推薦之間皆呈現正向顯著的關係，表示當節慶活動滿足消費者自我需求時，則亦將有助於消費者對當地產生良好的印象，並向他人推薦。此外，在消費者參與節慶活動的意願上，則主要是受到節慶活動識別內涵與自我概念之相似性的影響。至於節慶活動知覺的可信任性的干擾效果方面，則是不顯著。

    良好的識別將有助於和消費者建立起長久穩健的關係。因此，節慶活動主辦單位，必須隨時注意其識別內涵各要素是否能互相配合，讓消費者能有效地知覺並認同，才能行銷地方以達地方產業永續發展之目標。

It’s a new trend to promote places by special events recently. A good special event not only need content and quality, but also should cause consumers’ love and long-term participation and support. It’s an important key that consumers identify special events. Once after consumers have identification with special events, namely will establish strong relation. So, purposes of this study are exploring the identity content of special events, and which characteristics influencing consumers’ perception and identification. 

    This study selects three special events including 2005 Yilan International Children’s Folklore & Folkgame Festival, Hualien International Stone Sculpture Festival and Festival of Austronesian & Formosa Cultures in Taitung. The business and management graduate students in Tamkang University are subjects of interest. The study total collects 313 valid questionnaires. Regression analysis is adopted to verify the hypotheses.

    The results of the study show that distinctiveness of special event identity content , prestige of special event identity content and similarity between special event identity content and self-concept significantly positively influence places positive image and recommendation. It also means that when special events satisfy consumers’ self-definitional needs, consumers will have well places image and recommend this event for others. Besides, consumers’ participation is mainly affected by similarity between special event identity content and self-concept. Finally, the moderate effect of the perceived trustworthiness of special event is not significant.

    A good identity will contribute to build long- term relationships with consumers. So, special event sponsors should pay attention to whether every key element of identity content can cooperate with each other, let consumers effectively perceive and identify, promote places and achieve sustainability development of places industry.

目錄
目錄……………………………………………………………………Ⅰ
表目錄…………………………………………………………………Ⅲ
圖目錄…………………………………………………………………Ⅳ
第一章 緒論……………………………………………………………1
第一節 研究背景與動機………………………………………………1
第二節 研究目的………………………………………………………3
第二章 文獻探討………………………………………………………4
第一節 節慶活動………………………………………………………4
第二節 節慶活動識別內涵 …………………………………………13
第三節 研究架構與假說 ……………………………………………17
第三章 研究方法 ……………………………………………………23
第一節 研究設計 ……………………………………………………23
第二節 統計分析方法 ………………………………………………28
第三節 樣本結構分析 ………………………………………………29
第四章 研究分析與結果 ……………………………………………30
第一節 因素分析 ……………………………………………………30
第二節 信度與效度分析 ……………………………………………32
第三節 相關與迴歸分析 ……………………………………………34
第五章 結論與建議 …………………………………………………43
第一節 研究結論 ……………………………………………………43
第二節 管理策略意涵 ………………………………………………45
第三節 研究限制 ……………………………………………………46
第四節 未來研究建議 ………………………………………………47
參考文獻………………………………………………………………48
附錄一 2001至2005 年台灣地區大型節慶活動表…………………54
附錄二 節慶活動之介紹─宜蘭國際童玩藝術節 …………………57
附錄三 節慶活動之介紹─花蓮國際石雕藝術季 …………………60
附錄四 節慶活動之介紹─台東南島文化節 ………………………64
附錄五 正式問卷(宜蘭國際童玩藝術節) …………………………67
附錄六 正式問卷(花蓮國際石雕藝術季) …………………………70
附錄七 正式問卷(台東南島文化節) ………………………………73

表目錄
表2-1-1 節慶活動相關名詞定義 ……………………………………6
表2-1-2 節慶活動內容性質分類表 …………………………………8
表2-1-3 節慶活動規模分類表 ………………………………………8
表2-1-4 節慶活動潛在之功能………………………………………11
表3-1-1 變數衡量之操作性定義……………………………………24
表3-1-2 研究之各節慶活動簡介……………………………………26
表3-1-3 問卷發放及有效回收問卷之摘要…………………………27
表3-3-1 受訪者之樣本結構分配表…………………………………29
表4-1-1 因素分析結果………………………………………………31
表4-2-1 信度分析……………………………………………………32
表4-3-1 變數間相關分析……………………………………………34
表4-3-2 全部節慶活動之迴歸分析…………………………………37
表4-3-3 宜蘭國際童玩藝術節之迴歸分析…………………………38
表4-3-4 花蓮國際石雕藝術季之迴歸分析…………………………40
表4-3-5 台東南島文化節之迴歸分析………………………………41
表4-3-6 假說分析結果彙整表………………………………………42

圖目錄
圖2-1-1 事件定義圖 …………………………………………………6
圖2-1-2 地方行銷層級圖……………………………………………10
圖2-2-1 節慶活動識別構成要素與溝通管道………………………16
圖2-3-1 觀念性架構…………………………………………………17

中文部份
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4.周文賢(2002)，「多變量統計分析：SAS/STAT使用方法」，初版，智勝文化。
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7.陳比晴(2003)，「民眾參與節慶活動需求之研究-以2003陽明山花季為例」，國立臺灣師範大學運動休閒與管理研究所碩士論文。
8.陳正昌(2003)，「多變量分析方法：統計軟體應用」，五南圖書。
9.陳順宇(2004)，「多變量分析」，三版，華泰文化。
10.游瑛妙(1999)，「節慶活動的吸引力與參觀者對活動品質的滿意度分析─以第十一屆民藝華會為例」，台灣省政府交通處旅遊局委託。
11.菲利浦‧科特勒(Philip Kotler)著，羅漢等譯 (2002)，「科特勒深探大亞洲：人潮、金潮與地方再造」，第一版，商智文化。
12.黃俊英(1999)，「行銷研究：管理與技術」，第六版，華泰文化。
13.黃輝銘(2005)，地方政府辦理節慶活動振興觀光文化產業策略之研究─以鹿港慶端陽為例，大葉大學事業經營所碩士論文。
14.簡惠貞(2002)，外籍旅客對台灣民俗慶典活動參與意願之研究，世新大學觀光學系碩士論文。

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