海峡两岸观光节庆活动效益之比较

A Benefit Comparison of Sightseeing and Holiday Events Held on Two Sides of Taiwan Straits

本研究主要在于探讨两岸观光节庆活动效益之比较。研究发现,两岸相同之处在于:节庆活动偏向观光导向、重视以节庆活动带动经济发展、节庆活动强调地方政府施政绩效、节庆主题雷同内容单一、节庆活动地域分布不均。不同在于:大陆地区文化资源丰富有益于国际性大型活动的举办、节庆活动社会参与程度低、缺乏统一管理及忽略中长期的发展等;台湾地区常见的是结合社区营造产生新节庆活动、地方性节庆活动滥用"国际"称号等。未来两岸举办节庆活动,建议应重视观光节庆的分级、节庆主题的塑造与强化、寻求节庆活动的合作伙伴及丰富节庆的文化内涵。

This article is a benefit comparison of sightseeing and holiday events held on two sides of Taiwan Straits. The result shows that the two sides share certain similarities while each demonstrates its own divergences. It is found that identically themed festival and holiday events of monotonous activities unevenly distributed in different regions are held by both sides to orientate sightseeing, attach great importance to the economic drive and stress political performance of the local governments. The mainland side, thanks to its rich cultural resources, is able to hold more international mega events which though attract little social participation, lack consistency and coherence, and ignore middle and long term developmental goals, while Taiwan tends to create new festival and holiday events integrated with neighborhood constructions. It is also found that some local festival and holiday events in Taiwan tend to abuse the title of International. The authors suggest that both sides shift their attentions to grading of festivals and holidays, creating and enhancing of themes, choosing partners, and richening cultural values of festivals and holidays.