台灣是一個多元族群的社會，擁有豐富的多元文化色彩，社會政治的快速發展，已使得對於公民權的思考，不必再侷限在基本人權、政治參與權與經濟平等權的訴求，而應進一步提昇為文化公民權的新主張。本研究以桃園縣政府舉辦「桃園客家文化節」為研究主軸，以回應性評估方式，瞭解桃園客家文化節發展過程與目前執行情況為何？藉由文獻分析、參與觀察與各界利害關係人深度訪談後，運用層級分析法（Analytic Hierarchy Process, AHP），建構「桃園客家文化節活動回應性評估指標相對權重體系」。藉此融入專家學者與民眾之意見，透過交叉檢驗，檢視政府賦權政策目標是否落實，推動公民實踐文化權利，達到文化公民權目標。最後，針對研究發現提出七項策略建議：（1）活動場地可集中於桃園縣客家文化館，形成本縣特色（2）活動規劃設立短中長期目標（3）策略聯盟資源整合（4）培植年輕團隊及文史工作者加入文化傳承與接軌工作（5）透過地方教育或宣傳系統、加強民眾權利認知觀念（6）強化活動宣傳廣度與深度（7）市場區隔行銷策略建議，俾供政府及相關單位未來執行相關賦權政策，擬定客家節慶活動規劃、行銷策略與發展方向參考，使活動更能成功推廣及輸出於民眾。Taiwan is a multi-ethnic society characterized by a high cultural diversity. Due to rapid social and political development, our knowledge of citizenship can no longer be limited to basic human rights, suffrage, and economic equality. Citizenship should be more broadly defined as including cultural citizenship. This study focused on “Taoyuan Hakka Culture Festival” organized by Taoyuan County Government and used responsive evaluation method to investigate the development and implementation of Taoyuan Hakka Culture Festival. After collecting data through literature review, participant observation, and in-depth interview with key figures involved in this festival, this study applied Analytic Hierarchy Process (AHP) to construct “a system of weighted criteria for responsive evaluation of Taoyuan Hakka Culture Festival”. The opinions of experts and opinions were integrated and cross verified to examine the government’s implementation of empowerment policies, promotion of citizen’s involvement in culture, and achievement of the goal of cultural citizenship. Based on research findings, this study proposed seven strategic suggestions as follows: (1) held activities in the Taoyuan County Hakka Culture Hall to make this festival a feature of this county; (2) set up short, mid, and long-term goals for each activity; (3) form strategic alliances to integrate resources; (4) encourage young work teams and historical and cultural workers to engage in preservation of cultural assets; (5) reinforce citizens’ knowledge of their rights through local education or promotion systems; (6) increase the breadth and depth of promotions for the festival; (7) set up market segmentation strategies. The above suggestions could be a reference for the government and related authorities on implementation of empowerment policies, planning of Hakka Culture Festival activities, marketing and development of the festival, helping them more successfully promote and output the festival in the future.
