題名:臺中縣大甲媽祖國際觀光文化節政策執行之研究
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- 資料類型：
- 來源資料庫:學位論文
- 著作者：
- 創作者名稱:陳清龍
- 主題與關鍵字：
- 主要分類:民俗傳說
- 中文關鍵詞:臺中縣
- 中文關鍵詞:大甲鎮
- 中文關鍵詞:民間傳說
- 中文關鍵詞:大甲媽祖
- 中文關鍵詞:國際觀光文化節
- 中文關鍵詞:臺中縣政府
- 外文關鍵詞:Taichung County
- 外文關鍵詞:Dajia Township
- 外文關鍵詞:policy implementation
- 外文關鍵詞:Taichung County Mazu International Festival
- 外文關鍵詞:Dajia Mazu
- 外文關鍵詞:Taichung County Government
- 外文關鍵詞:festival activity
- 描述：
- 頁碼:186
- 中文摘要:台中縣政府在2003年將已舉辦數年的大甲媽祖文化節決定擴大辦理並且列入縣長重點施政的十二項旗艦計畫之一；名稱更定為「台中縣大甲媽祖國際觀光文化節」而成為台中縣政府每年最重要的文化節慶活動政策。舉辦迄今在每年的三、四月份大甲媽祖繞境進香活動期間，台中縣的「大甲媽祖國際觀光文化節」就形成是全國甚至是國際上最矚目的民俗節慶活動，其規模已可並列為世界三大宗教活動之一，在文化的節慶活動上，「台中縣大甲媽祖國際觀光文化節」堪稱為一個相當成功的政策。 如此成功的節慶慶典活動，學界針對此一活動也多所研究，但大多數皆把它視為是一項民俗節慶，探究其節慶行銷、遊客滿意度、媒體策略、地方行銷、效益與資源整合等，甚少把它當成是一項政策，而研究探討台中縣政府在這項的政策執行中所扮演的角色。 本文嘗試由政策執行理論的觀點，以Winter（1990）提出的政策規劃過程與執行結果的整合型模式為架構，並參考蔡孟尚在2006所提出的客家桐花祭政策執行研究，修正出本研究所進行的「執行規劃」、「執行過程」、「執行評估」的三階段分析架構，藉以探討過去六年來，台中縣政府所舉辦的大甲媽祖國際觀光文化節政策的執行過程與執行成效，以作為政策修正的參考。 本研究在上述的理論基礎及研究架構下，採用質性的研究方法，以「台中縣大甲媽祖國際觀光文化節」政策為研究對象，透過文獻的次級資料分析、深度訪談之過程，進行資料的蒐集。訪談的對象包括了此項政策的規劃者、政策的執行者、及關注團體的代表與參與團體的代表。主要的探討問題與目的為： （一）、台中縣政府、與其他協辦、贊助相關單位，台中縣議會及媒體等在「台中縣大甲媽祖國際觀光文化節」中所扮演的角色與功能。（二）、台中縣政府舉辦「台中縣大甲媽祖國際觀光文化節」政策的目的與政策考量。（三）、政策既被賦予振興地方產業、發揚媽祖文化和發展觀光的任務，政策目標如何達成。（四）、施政團隊在每個政策執行的環節與步驟上能否與政策的所有相關體系形成一個整合平台的機制運作，而有助於政策執行的成功。以其為政策執行的成功歸納出模式，以作為施政之參考。 本研究之主要的研究結論依政策執行三階段歸納如下： 一、政策創設：搭順風車式的政策創設，廖規黃隨、時勢所成，非創設者的政策創意。 二、政策關注者：民意的監督機構，應予尊重併納入政策執行關注的一環。 三、政策目標：定位國際化的迷失，年輕化與觀光化是持續的政策執行重點。 四、政策倡導：有效實施整合媒體傳播取得政策行銷利基，善用參與團體與中央行銷資源管道。 五、政策網絡：內外資源尚未充分整合，建立資源資料庫。 六、官僚態度：提升行政部門主導層級，強化內部整合機制。 七、標的團體：推動社區營造，培植地方社團經營能力，刺激民間產業，包含文化創意、在地企業經營理念創新與擴大表演舞台。 八、政策工具：力求中央單位經費的補助，資源整合平台與策略行銷及媒體的搭配整合。 九、政策產出：以小搏大，創造節慶活動奇蹟。 十、政策影響：不良的現象應立即改進，長期且深層的潛移默化則需以時間來論政策結果，政策的影響不是一天就能顯現的。 十一、政策回饋：擴大參與的層面，嚴格執行回饋機制。 就未來本研究並提出政策規劃與執行的建議，可供台中縣政府或相關團體單位以為參考：一 、政策主題要持續創新、發揮活動創意、打造文化深度、層級提升。二 、年輕化要持續深耕、培植年輕表演團隊。三、轉變為宗教信仰文化的最大展演舞台。四、從新的組織思維再搜查可持續發展的資源。五、以縣市合併後的直轄市為政策規劃的基礎。
- 英文摘要:The Dajia Mazu Cultural Festival which has been held for several years is going to be expanded in its scale in 2003 by Taichung County Government; meanwhile, it is going to be listed as one of the 12 flagship plans of the key government work of the Country Magistrate; it will be named as ” Taichung County Mazu International Festival” and will become the most important cultural festival activity policy of the Taichung County Government each year. Ever since the launching of the activity, on March and April each year during the Mazu’s circulation around the county, Taichung County’s ”International Tourism Cultural Festival of Dajia Mazu” has become the focus of folks and festival activities both nationwide and internationally; its scale can let it be listed as one of the three major religious activities around the world; in the cultural festival activities, “Taichung County Mazu International Festival” is obviously a very successful policy. Such a successful festival activity has attracted many researches in the academy, but most researches treat it as folks and festival to investigate its festival marketing, tourist satisfaction, media strategy, local area marketing, integration of effectiveness and resource, etc.; moreover, it is even treated as a policy and the role played by Taichung County Government in the implementation of this policy is studied. In this article, based on the point of view of policy implementation theory, the structure of an integration model of policy planning process and implementation result as proposed by Winter(1990) and the policy implementation study as proposed by Meng-Shang Tsai in 2006 for Hakka’s Tung Blossom Festival, a three-stage analysis structure of ”implementation planning”, “implementation process” and “implementation evaluation” is proposed in this study so as to investigate, for the past six years, the policy implementation process and implementation efficiency for the International Tourism Cultural Festival as held by Taichung County Government; it is hoped that the study result can be used as reference for future policy correction. Based on the above theoretical basis and research structure, qualitative research method is adopted in this study, and the ” Taichung County Mazu International Festival” policy is used as the research target. Then the literature secondary data analysis and in-depth interview process are used to perform data collection. The interview targets include the policy planner, policy implementer, and the representative of interest group and the representative of participation group. The major issues to be investigated and the objectives of the investigation are: (1) The role and function played by Taichung County Government, other co-sponsoring and supporting units, Taichung County Council and media etc. in ” Taichung County Mazu International Festival”. (2) What is the policy objective and policy consideration for Taichung County Government to hold ” Taichung County Mazu International Festival ”. (3) Since the policy is given with the missions of promoting local industries, uplifting Mazu’s culture and developing tourism industry, it is interesting to know how the policy goals are achieved. (4) During each policy implementation detail and step, can the policy implementation team form an integration platform to operate with all the policy related systems and to increase the possibility of success of the policy implementation? It is hoped that a model is summarized from the successful implementation of the policy so as to be used as reference for future policy implementation. The major research conclusions of this study are summarized as in the followings based on the three stages of policy implementation: 1. Policy initiation: Policy created by following other’s idea is formed by the trend and is not policy innovation of the policy creator. 2. Policy-caring person or unit: The opinion from the monitoring organization should be respected and included as one of the rings in the implementation of the policy. 3. Policy goal: It is usually and easily lost in the positioning of globalization. Instead,make it young and a tourism focus should be the continuous keys of the implementation of the policy. 4. Policy advocacy: Integrate media and broadcasting channel effectively to acquire marketing niche and take good use of the participating group and the central marketing channel and resource. 5. Policy network: It is seen that both the internal and external resources are still not well integrated; it is important to set up resource database. 6. Bureaucratic attitude: Enhance the guiding level of the administrative department and reinforce internal integration mechanism. 7. Target group: Promote community empowering and incubate the business operation competence of the local groups. Encourage private industry which includes the culture and innovation; encourage the business operation innovation of local industry and expand the performing stage. 8. Policy tool: Apply financial support from the central government. Integrate resource integration platform, strategy marketing and the media. 9. Policy output: Use leverage rule to create festival activity miracle. 10.The effect of the policy: Any drawbacks should be improved immediately. Long term and deep and latent change takes time; the effect of policy can not be displayed in one day. 11. Policy feedback: Expand the participating scope and implement the feedback mechanism strictly. Some policy planning and implementation suggestions have been proposed in this study; it is hoped that these suggestions can be used as references by Taichung County Government or and related groups and organizations. 1. The topic of the policy should be remained innovative continuously. Innovation in the activity should be exploited and culture depth and level should be enhanced too. 2. Keep continuous incubation of young performing team. 3. Convert it into a largest performing stage of religion, belief and culture. 4. Search again the resource that can be continuously developed from new organizational thinking. 5. Use the “Directly governed city” after the merging of county and city as the basis of policy planning.
- 出版者：
- 主要出版者:靜宜大學管理碩士在職專班
- 出版地:臺中縣沙鹿鎮
- 日期：
- 出版日期:2008-06
- 語言：
- 語文:中文
- 關聯：
- 全文電子檔:http://etds.ncl.edu.tw/theabs/service/say.jsp?FT=Y&id=096PU005026075
- 管理權：
- 典藏單位:國家圖書館
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