Experiential Value of Taichung County Mazu International Festival
Date Issued
2011
Date
2011
Author(s)
Cheng, Wan-Yu
Abstract
The situation of society had used to be difficult and agitation in Taiwan in the past because it is an immigration society. Religion has become a comfort and support to people at that time. Mazu belief become customs and culture in generally life after being brought to Taiwan by immigrators. Nowadays, it becomes one of important beliefs in global Chinese people cause by the tracks of Fujian immigrators over the world. Religious event is getting more and more important for leisure and tourism development. Dajia Mazu pilgrimage was become both religious and sightseeing festival for spreading itself to the world. The festival planners and stakeholders usually strive for create an unforgettable experience to fulfill the participants of festivals to increase revists tourists and volunteers。Consequently, festival planners and stakeholders can plan and maintain a festival for attracting tourists by understanding the value of participants and the relationship between value, attributes of festival and their need.
In this study, we use the Means-end chain theory to clarify the relationship between participants’ experiential values, consequences and attributes. Participants are classified into religious zentou, festival tourists, tour package group according to participation ways. Furthermore, festival tourists are classified into three categoried that named “whole journey walking tourists”, “partial journey tourists” and “point visit tourists” by level of involvement. In sum, the responsers are totally classified into five categories which are religious zentou, whole journey walking tourists, partial journey tourists and point visit tourists and tour package group. Researcher collect responsers’ information and recontact ways in Dajia Jenn Lann Tample and Dadu trains station at April, 16 and 17, 2010. We get 207 interview candidates in onsite survey. As a result, we interviewed with 30 responsers in each category except whole journey walking tourists which only 20 responsers.
Results are shown that all participants think highly of ”spirituality” of values. In addition, participants are classified according to participation ways. Religious zentou think highly of ”security”. In turn, three different levels of involment of festival tourists all regard “spirituality” as important value. And tour package group regard “benevolence” and ”power and achievement” as important value。As expected, each classification of participants has its unique chain from the attribute of participation ways. The values of religious zentou are most centralize that start from”religious theme” of attributes which lead to”positive emotion” of consequence. Three levels of festival tourists have varity unique chains, for instance of site seeing of festival tourists starts from”trandition program” and ”community ceremony”which would lead to ”spirituality”, “benevolence”, “hedonism and stimulate”, “trandition” of values. In particular, tour package group own most variety values so that the unique chains start from variety attributes which are ”physical activity”, ”religious theme”, ”traditional program”, ”social activity”, ” altruistic piety”, “community ceremony “ and lead to ”security”, ”power and achievment”, ”benevolence”, ”hedonism and stimulate”, ”trandition” of values.
According to the result, participants have different congnitive process of value because the variety of participation ways. Suggestions of festival planning start from attributes of festival which can be improve concretely. For example, festival tourists did pursue ”benevolence” but still fewer than tour package group. Therefore, we suggest that create the communitas between participants to strengthen the society function of Mazu belief. Second,”traditional program” is regarded as the most important by tour package group in all categories. We can understand that package tour with elaborating on culture let much people perceive tranditional program more. The final suggestion is about culture inheritance and spread, religious zentou plays an important role in this subject. It requires general festival tourists to join this job and connect with zentou together to solve the barrier of inheritance.
Subjects
Taichung County Mazu International Festival
experiential value
different participants
means-end chain theory
SDGs
Type
thesis
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