遊客對地方節慶活動認同之研究－以土城桐花節爲例

近年來隨著客委會強力推廣客家桐花祭，使得桐花時節的活動更爲受到遊客注意，但多數人不知最先以桐花爲主題的節慶，係出自土城。而二者活動名稱不但相似，其活動內容同質性亦高，所以當受到客家桐花祭的挑戰，對於係爲原創的土城桐花節有何影響呢？是值得深入探討的。本研究針對不同地域之遊客來探討地方活動的認同。經由研究結果發現，土城當地遊客相對於臺北縣市與其他地區會更加認同桐花節，視其爲當地節慶的重要活動，而較少認爲桐花節的活動來由是出自於複製客委會的桐花祭，但也發現，除了土城當地遊客外，大臺北地區與其他地區的遊客重遊意願不高。因此建議類似的地方產業或是觀光節慶活動，應先從地方社區的認同做起，如此要獲得其地方的肯定易有事半功倍的效果。且將節慶活動結合地方特有的藝文活動，增加節慶活動的獨特性，藉此吸引非本地遊客重遊的意願，方能永續經營。

關鍵字

土城；桐花節；活動認同；地方節慶

並列摘要

In recent years, the Council for Hakka Affairs, Executive Yuan has aggressively promoted the Hakka Tung Blossom Festival. This has drawn the Paulownia Flower Festival forwarded and won more attention by tourists. The original conception is from Tucheng City. The two festival's names were different but the contents were similar. Was the Paulownia Flower Festival original, or was it duplicate a council of the Hakka Affairs, Executive Yuan? This study focused on tourist characteristics and activities related to the Paulownia Flower Festival in Tucheng. The study questions the local festival's originality and possible duplicate in this case. This study found the people in Tucheng more approve the Paulownia Flower Festival in Tucheng than in Taipei and other areas. The people in Tucheng believed it is an important festival there. This study suggests similar local industry or tourist festivals should first reinforce identity in the local community.