解析文化節慶五感體驗──以客家庄十二收冬戲為例

Analyze the Five Senses Experience Take Twelve Cultural Festival related to Hakka Village as Example

體驗是一種美感，行銷是進入體驗經濟後的發展趨勢，對於客家族群而言，具有族群象徵的收冬戲節慶活動，經舉辦收冬戲活動亦是希望藉由收冬戲的參與體驗，讓現代的年輕人體驗客家庄的傳統之生活形態，經由呈現客家文化內涵、形式與過程，以獲致預期的文化、經濟與社會目的。本研究根據遊憩體驗模組的五感理論，以客庄為研究範圍，調查249份樣本，再經單因子變異數分析、複迴歸分析發現，不同背景變項的遊客在參與收冬戲活動有差異情形存在、不同遊客背景變項對遊憩體驗有差異存在。不同遊客背景變項特性對滿意度有差異存在。遊憩體驗與滿意度具顯著正相關，「感官體驗」、「行動體驗」、「關聯體驗」等三個預測變項對於「滿意度」有高的解釋變異量，可解釋「滿意度」的57.4％的變異量。依據結果提出建議，以供相關業者及政府部門未來研究之參考。

For the Hakka ethnic , the collection of Pin onˇ Hi(收冬戲) festivals with ethnic symbols, the holding of winter gathering activities is also to hope that through the participation experience of the collection of Pin onˇ Hi modern young people can experience the traditional life forms of Hakka Village through the presentation The connotation, form and process of Hakka culture to achieve the expected cultural, economic and social purposes. Based on the theory of the recreation experience, surveyed 249 samples, and then through one way ANOVA and multiple regression analysis, the research find: (1)Tourists with different background variables have different situations in participating in the Pin onˇ Hi(收冬戲)activities。(2) There is a significant positive correlation between recreational experience and satisfaction。(3) The three predictive variables of “sensory experience”, “action experience”, and “associated experience” have a high explanatory variability for “satisfaction” which can explain 57.4% of the variability of “satisfaction”