| dc.description.abstract | Festival celebration activities are considered to be a new wave replacing the traditional tourism. It can not only lead the local development, but also strengthen the relationship between local people and tourists. The culture of Xinpu Heroes Festival is a common tradition maintained by Hakka beliefs, it is a part of the daily life as well. In addition, it is a festival that preserves the local cultural features and the traditional beliefs, an effective way to create added-value to Hakka culture. Other than endless stories of religious belief that can be talked, many traditional activities have gradually been transformed into new festival-like contexts, they bring in significant profitable and innovative business opportunities.
This study primarily focuses on tourists and stores in the neighborhood of Xinpu Heroes Temple in Hsinchu County. The celebration activities of Xinpu Heroes Festival were used to attain the first hand responses of the questionnaires. From the responses of the questionnaires, the variables regarding the participants to the tourism recognition, consumption status, satisfaction and basic structural data of Heroes Festival celebrations were learned and SPSS18.0 analysis was adopted to analyze the basic data. Taking the evaluation of the tourism benefit of Xinpu Heroes Festival activities as an example, the total touring cost of a consumer at the tourism site reflects the price of the recreational activities undertaken by the consumer. The questionnaires were used to discover the averaged expenditure of each person. TCM was used to build the empirical research model of the recreational needs in connection with the festival activities, and the STATA statistic software was used to estimate the model of tourism needs in connection with the festival activities, and to further infer the differences of the groups with various environmental values in their recognitions and behaviors to the environmental protection, the flexibility of prices, the flexibility of incomes and recreational benefit.
The statistic data is not intended to be used to determine the level, the degree or the quality of the development of domestic tourism, rather to evaluate the impact and contribution of tourism to economy for the reference of overall industrial development or policy formulation in the future. This study estimated that the local tourism benefit generated from Xinpu Heroes Festival activities in 2011 had mounted to NT$256,140,000, as such, the benefit generated from tourism was obvious.
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