公私協力推動客庄傳統節慶研究：以新竹縣新埔鎮"迎花燈"活動為例

Abstract

如何結合公私部門的力量，保存具地方性與獨特性的傳統節慶文化活動，更由此帶動地方產業經濟，並推動客家鄉鎮的觀光發展，是近年客家文化創意產業研究領域的重要方向。 本研究以公私協力理論為基礎，親身參與觀察紀錄已具有百年歷史的新竹縣新埔鎮「迎花燈」傳統節慶文化活動，深度訪談7位公部門與9位私部門人士，並結合協力過程的四大面向：環境條件、協力過程、治理結構、績效衡量，整理「迎花燈」活動的運作方式、歸納分析參與者的意見，以探討運用公私協力互動機制來整合推動地方活動的有效協力合作模式，以及長遠的經營策略。 研究發現公私組織協力的關鍵在互相信任、彼此尊重，以及充分溝通，由此方能提高參與意願，落實保存推廣傳統節慶文化活動的目標。從四大面向來看：一、環境條件面向：參與人員的意願、認同、目標和政策制度對活動推展有重要影響；二、協力過程面向：公私部門須給予組織最大自主權，參與者要彼此信任，才能呈現高度協力關係；三、治理結構面向，公部門運用整合行銷，扮演橫向聯繫、縱向傳達的溝通角色，建立有效的公私協力網絡治理模式；四、績效衡量面向：對參與民眾可以凝聚在地情感，共創集體記憶﹔對協力成員部份則須注意服務整合，地方文化傳承，以及共享協力成果。

關鍵字：公私協力、客庄、傳統民俗、新埔迎花燈、節慶活動

It is a significant direction for the research of Hakka folk innovation industry that how to combine public and private power, how to preserve localized and unique traditional festivals and then further promote the development of local industry economy and the tourism in Hakka towns. With public-private partnership as the theoretical foundation, the author participated in, experienced and recorded the Hsin-Pu “Lantern Festival” in Hsin-Chu, Taiwan and had deep interview of 7 public department personnel and 9 private department employees. The four aspects of the public-private partnership were combined：environmental condition, cooperation process, treatment structure and performance evaluation, the operation methods of “Lantern Festival” were arranged and the opinions of participants were concluded and analyzed to explore the effective cooperation mode and long-term operation strategies by applying public-private partnership mechanism to promote localized activities. It was found in the research that the key part of public-private partnership is mutual reliance, respect and full communication, which will enhance the participation willingness and put the target of preserving traditional festivals and cultural activities into practice. From the four aspects: 1. environment conditions: the promotion of activities is greatly influenced by the willingness, recognition, target and policy system; 2. the partnership process: public and private departments should authorize the organization the maximum decision-making power and the participants should have trust with each other to establish the high cooperation; 3. treatment organizations: the public departments should apply integrated marketing and play the role of all-round communication to establish effective public-private partnership treatment mode; 4. performance measurement: the emotion of participants can be condensed and collective memory can be created; the partnership members should pay attention to service integration, local culture inheritance and sharing partnership achievements.

Key Words：Public-private Partnership, Hakka Folk, Traditional Festivals, Hsin-Pu Lantern Festival, Folk Activities