原住民節慶活動定位與策略之研究：以南投縣布農族部落為例

南華大學機構典藏系統 > 藝術與設計學院 > 視覺藝術與設計學系 > 博碩士論文 > Item 987654321/18814

請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/18814

題名:	原住民節慶活動定位與策略之研究：以南投縣布農族部落為例
其他題名:	A Study on Positioning and Strategy of Indigenous Festival Events: A Case of Bunun Tribe in Nantou County
作者:	舞瑪夫．達給魯頓 Dakiludung, Umav
貢獻者:	視覺與媒體藝術學系碩士班萬榮水 Rurng-shueei Wahn
關鍵詞:	文化觀光;策略分析;節慶活動 Culture tourism;Festival event;Strategy analysis
日期:	2011
上傳時間:	2015-03-03 10:12:49 (UTC+8)
摘要:	聯合國將1993年定為「國際原住民年」（International year for Indigenous People），同時間，全球興起一股對於「異樣風情」的原住民地區從事觀光活動之熱潮，然而地區的原住民節慶活動，欲求持續盛大舉行產生多層面更大效益，卻面臨著如何定位及妥訂良好策略的問題。為了探究此一問題，本研究利用修正式德菲法(modified Delphi mothed)進行兩個回合的問卷調查，包括內部專家、外部專家與學者專家，共有三十四位參與。　　　所處理的問題將進行四個層面的分析：第一部分為基本理念的選擇，第二部分為環境及趨勢的利用，第三部分為競爭分析與重新定位，第四部分則為策略設計及評估。這四個層面主要是探討原住民文化認同與宗教信仰結合成為新的儀式，其內容與意義為何？原住民節慶活動結合觀光活動，其趨勢與策略如何？　　　而對於原住民的節慶活動，究竟該以強化原住民的文化認同，還是宗教功能或是觀光效益為主要的定位呢？根據專家們的意見認為原住民的文化認同為最重要的目標，其次，為宗教功能與觀光效益。根據這樣的定位，本研究繼續進行了策略分析與設計，並提出了兩種策略，首先是以定位為最大目標，同時考慮宗教跟觀光效益來提出可行方案。另外一種是綜合策略，三種設想同時都盡量做到最好。依此兩種策略為未來布農族部落發展節慶觀光時之追求方向。　　1993 was regarded as the year of “ International Year For Indigenous People “ by the United Nations, and at the same time, people all over the world were in a fever of making a tour in the “exotic” indigenous areas. The indigenous festivals should continuously be held to generate greater multi-level benefits. However, people were facing a problem of positioning and of setting up a good stragety. In order to explore the problem, the study employed modified Delphi Method to proceed with the survey of a two-round questionnaire. There were thirty four persons participating in the survery, including internal experts, external experts, and scholars.There are four levels of analysis on the treated issues. The first parts are the choices of basic concept. The second parts are the uses of environment and trend. The third parts are competitive analysis and repositioning strategy. The fourth parts are strategy design and strategy evaluation. The four levels are to explore the content and meaning of new ceremony, which derives from the combination of indigenous cultural identity and of religious belief, and to explore the trend and strategy when indigenous festivals are combined with tourism activities.Based on indigenous festivals, should the positioning foucus on indigenous cultural identity, religious function or tourism benefits ? According to the opinions from experts, the priority should be indigenous cultural identity, then religious function and tourism benefits. On the basisi of the positioning, the study continues to proceed with strategy analysis and strategy design, and there are two strategies in the study. The first strategy is that positioning is the main goal, and then there is a consideration of religion and tourism benefits at the same time. The second strategy is a comprehensive strategy, and it means that there will be full considerations on the three aspects. The two strategies are the future direction of the development of Bunun’s festivals.
顯示於類別:	[視覺藝術與設計學系] 博碩士論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
099NHU05616018-001.pdf		1243Kb	Adobe PDF	895	檢視/開啟
index.html		0Kb	HTML	242	檢視/開啟

在NHUIR中所有的資料項目都受到原著作權保護.

TAIR相關文章

資料載入中.....