| Abstract |
In recent years, the "cultural route" has gradually become a trend of cultural preservation in various countries. Taiwan has rich cultural resources such as humanities, history, and industries of the indigenous people. It is an important subject for in-depth cultural route visits. Many cities use festivals as the main way to attract tourists to participate in cultural routes, thereby promoting local economy and marketing. The Fengxian Festival Cultural Route (FFCR) activities has always been an important festival for the Amis. In addition to thanking the gods, ancestors and nature for their blessings for the past year, it also has the meaning of uniting the tribe and enhancing the emotions of the tribe. In recent years, some bumper festivals have been held in metropolitan areas. Apart from ethnic groups, many tourists have also come to participate. This study takes the "Daxi Harvest Festival" held in Taoyuan City on July 21, 2019 as the research object. The purpose of the study is to understand the satisfaction of tourists with the cultural festival in Daxi District and whether it can improve the happiness of residents through cultural routes and as a reason for tourists' attraction. Based on 200 valid questionnaires, the study found that the tourists who participated in the cultural activities of the festival in Daxi District were mainly young people in Taoyuan, and the average satisfaction of the activities of the cultural activities in Daxi Festival was above 4.11. Regarding whether the Daxi District Harvest Festival Cultural route activities can effectively enhance residents' happiness, attract tourists, increase visibility, enhance overall economic benefits, increase tourism attractiveness and tourism industry revenue, the highest priority is "very agree". Respondents are generally willing to recommend Daxi District Harvest FFCR activities to relatives and friends and are willing to participate in the next event. The most satisfactory item in the cultural route activity is the interactive "traditional skills and dance performances", which shows that the cultural route activity can communicate with tourists and increase the value and satisfaction of the experience. |
