节庆活动组织创意与创新之研究——以客家桐花祭为例

Festival Organizational Creativity and Innovation Research——A Case Study of Taiwan Hakka Tung Blossom Festival

"一窝蜂"的模仿与复制,活动创意与创新不足,文化论述不够,文化、社会与经济发展重点未能兼顾等,让台湾节庆活动近年来渐呈没落萎缩之势。台湾客家桐花祭在迈入第8个年头之后,也慢慢呈现老化和创新不足。要有效提升客家桐花祭活动创意与创新,必须更加提升活动营销和科技整合的能力;活动的企划及执行过程,应更有效整合小区相关利益人士的意见,重视活动的内涵与质量,强化外地游客吸引力,以消费者和游客为导向,创造小区商机;就政策面而言,主管机关的辅导培育政策应该有较长期性的规划与基础性扶植的思考。如此,客家桐花祭"整体统筹、企业加盟、县市执行、小区发展"的经营模式,才能更加顺畅运作,客家桐花祭的"文化扎根、振兴产业、带动观光、活化客庄"的愿景与目标才能更加深化。

Due to the lack of organizational creativity and innovation,too much imitation and copy,without sufficient cultural narratives and smooth integration of social-cultural,community and economic developments,qualities of festivals and events in Taiwan are getting lower and lower,many of them are declining to disappear.It seems also apparent to the well-known Taiwan Hakka Tung Blossom Festival.In order to prevent it from happening,some measures should be taken to upgrade its organizational creativity and innovation.Accordingly,this article aims to doing this by a thorough review and examination of organizational creativity and innovation of Hakka Tung Blossom Festival association.It concludes that organizational process and teamwork has a positive and strong influence on organizational creativity and innovation of the associations.It also demonstrates that these associations are demanded to strengthen their capacity of integration of marketing and technology,upgrade their abilities of activities planning and implementation,to make stronger community consensus and deepen cultural narratives,and create more travel and tourism attractions and develop economic benefits.In order to achieve these objectives,policy makers should take a longer policy perspectives and stronger actions to empower the associations through construction of a community learning network.