農村體驗節慶推廣活動如何建構遊客地方依附：以2010年新埔鎮「新埔心•照門情」節慶活動為例

Abstract

新竹縣新埔鎮是個傳統客家農村聚落，居民以務農為主。面對傳統農業經濟衰退，青壯年人口外移，還有來自國外低價農產品進入本國市場的沈重壓力，在經濟部商業司和農委會協助下，新埔鎮公所與在地居民一同努力，結合了新埔鎮照門休閒農業區的農業資源和鎮內的地方傳統產業，透過節慶活動讓遊客體驗農村生活，藉此觀光發展模式迎向勞動力和收入雙雙不足的挑戰，希望營造出地方特色，開創出自己的道路。 本研究以2010年「新埔心•照門情」的農村體驗節慶推廣活動為研究場域，活動期間為2010年10月30日到12月12日的週末假日，遊客為研究對象，共計完成1092份有效問卷，以調查法與質化訪談，嘗試以新埔農村體驗節慶推廣活動為案例，深入探索遊客屬性、體驗行為與地方依附，建構三個變項間的互動關係。研究結果除希望能增加新埔公部門與地方業者對於遊客遊憩需求與偏好之掌握，協助其改善並創新以農村地方文化產業為主體的體驗遊程設計之外；更期盼能從體驗活動建構遊客地方依附的角度，為臺灣其他農村提供轉型體驗觀光的參考，進而有助台灣農村的經濟發展和永續經營。 本研究有以下四個發現：（1）遊客的功能性需求透過參與活動獲得滿足，並進而產生地方依賴感；（2）無論進行何種農村體驗主題，遊客都可能達到相同程度的地方依附，且整體依附程度上並無顯著差異；（3）體驗活動的設計和遊客與導覽人員、在地店家的互動對於提升遊客的地方依附與情感依附都相當重要；（4）在「新埔心•照門情」農村體驗節慶推廣活動中所設計的「自然生態」體驗活動相較於其他體驗活動更受到遊客喜愛。另外，設計出受遊客喜愛的「歷史人文」體驗活動，可以讓遊客有較高的地方歸屬感。

Place attachment refers to one’s feeling to a place, including both emotional / symbolic and functional expressions. The original idea was applied to investigate an individual’s bonding to nature, home, neighborhood, and country. In recent years, more and more researchers focus on the degree of the tourists’ attachment to a recreation setting. Variables such as tourism image, recreation involvement, tourists’ characteristics, and travel motivation have been listed and tested. This study takes “Xinpu Xing & Zhaomen Qing” a rural experiential festival, as an example. We try to find the relationship between different kinds of rural experiential activities and the tourists’ place attachment. Tourists’ characteristics, travel motivation, experiential subjects, experiential activities, recreation interactions, and tourist’ place attachment were examined by using questionnaire survey and semi-structured interview. The results show that 1) It is possible to develop tourists’ place dependence, if a rural experiential festival meets the needs and the goals of the tourists. 2) The more a tourist is engaged in such activities, the more emotional attachment is constructed. 3) Human interaction plays the most important in place attachment building. 4) The natural experiential activities of “Xinpu Xing & Zhaomen Qing 2010” are the tourists’ favorite experiential activities. If the tourists are satisfied to cultural experiential activities, they have the higher degree of Belongingness.