居民對節慶心理擁有感與涉入程度之研究—以「宜蘭國際童玩藝術節」為例

Since the last century, the continuous and rapid development of festivals has been creating a whole new culture, educational philosophy and economic value, and bringing relaxation to human beings in the busy life. Due to the benefits mentioned above, many countries around the world have been making a large investment in holding festivals. Without a doubt, the core value and sustainability of festivals should be discussed and emphasized on, where the relationship between the residents and the festivals has also become a critical issue. This study focused on the relationship between residents and festivals, probing “psychological ownership" and "involvement” as the core theories. I-Lan International Children's Folklore and Folkgame Festival was chosen as the case study festival, and the residents in Wujie Township, I-Lan County, were invited to fill out the questionnaires. There were 238 valid questionnaires, and statistical analyses were carried out using Amos version 5.0 and SPSS version 17.0. The results showed that there were medium-high level of local residents' festive psychological ownership and their involvement, and the relationship between the two constructs was mutually beneficial. Second, residents' psychological ownership was deeply influenced by “the representative of local culture” the most, and the most important factor with involvement was “the link to residents' self-expression and festivals.” Third, there was no significant effect between residents' demographic background and festive psychological ownership, while visitors and part-time employees did have positive effect on the psychological ownership. Fourth, differences in age and education have a significant effect on the degree of involvement, and different participations on the three dimensions of involvement have positive effects on involvement. The study suggested that the relations between residents and festivals should be built on a virtuous cycle, and the mechanisms for residents to participate in the festival be improved and strengthened. We hope that this study can provide festivals organizers with some useful references when they consider the relationship between festivals and residents.