馬祖文化治理──國際藝術島觀光體驗價值

Cultural Governance in Matsu: The Tourism Experience Value of the Matsu International Biennial

馬祖有其歷史和地理發展之特性，在終止戰地政務後，以「觀光立縣」為施政總目標，獨特的閩東文化、戰地遺跡、地質地形、海洋與島嶼動植物生態成為重要的觀光資源，積極發展觀光事業。而隨著文化治理成為當代治理的重要議題，連江縣政府提出十年國際藝術島計畫，希冀從中探尋島嶼產業的發展方向。本文以文化治理和觀光體驗價值共創，探討馬祖國際藝術島之實踐與省思，研究方法先透過半結構式訪談居民、政府工作者、在地旅宿人員與打工換宿旅客，蒐集歸納小島旅遊能提供的旅遊體驗價值，並進一步擬定問卷於國際藝術島活動時，進行遊客旅遊目的地體驗價值、休閒文化涉入與參與活動後滿意度評價，共收集311份有效問卷。經因素分析後旅遊目的地體驗價值可分為「遠離異地」、「獨特娛樂活動」、「在地文化與社會」、與「生活體驗探索」四因素，遊客休閒文化涉入的因素分析可分為「文化吸引」、「文化交流」、「文化認同」三因素，活動後滿意度分為「整體評價」、「藝術島活動評價」、與「重遊消費評價」。研究結果顯示遊客對馬祖旅遊滿意度之模式，並不受社經背景影響，而受部分體驗價值與休閒文化涉入影響，並提出討論與建議供文化治理與國際藝術島觀光活動之參考。

Matsu has distinctive historical and geographical characteristics. After the end of the battlefield administration, the county adopted the concept of a“tourism island”as its policy goal and actively promoted tourism development. The unique Eastern Fujian culture, battlefield relics, geological topography, ocean, and island flora and fauna have become important tourism resources. As cultural governance has become an important issue in contemporary governance, the Lienchiang County Government has proposed a ten-year International Biennial Plan, hoping to explore the development direction of the island’s industry. This article examines the practices and reflections of the Matsu International Biennial through the lens of co-creating cultural governance and tourism experience value. The research methods consisted of semi-structured interviews with residents, government workers, local hotel and accommodation staff, and working holiday tourists to collect insights on the tourism experience value offered by the island. Based on these findings, a questionnaire was developed to analyze tourists’travel purposes during the International Biennial. A total of 311 valid questionnaires were collected regarding local experience value, leisure culture involvement, and post-participation satisfaction evaluation. After factor analysis, the tourism experience value can be divided into four factors:“Being Away”,“Entertainment Activities”,“Local Culture and Society”, and“Exploration”. The factor analysis of tourists' leisure culture involvement can be divided into three factors of“Cultural Attraction”,“Cultural Exchange”and“Cultural Identity”, post-activity satisfaction is divided into“Overall”, ''Biennial Activity'' and ''Revisit / Consumption''. The research results showed that the three models of Matsu tourist satisfaction were not affected by socio-economic background, but were affected by part of the tourism experience values and leisure culture involvement.