| Summary: | 碩士 === 國立聯合大學 === 經濟與社會研究所 === 97 === This thesis concerns the Tung-flower festival tourists' symbolic consumption of Tung-specialties. The research takes Tung- specialties as the research subject and the Tung- flower tourists as the research object. This research study consumer's feeling construction based on the Tung-Specialties transmitted symbolic values in the Symbolic consumption theory. Under this theory, the Tung- flower tourists' tastes of Tung-specialties can be understood. And with promotions of Tung-specialties, the images of Hakkas economic behaviors and the perceptions of the Tung-flower festival tourists about the global purpose of Tung-flower festival can be observed. This research takes questionnaire as the research method. In May 2008 Hakkas Tung-flower festival, questionnaires was made in the Shing-Hsing railroad station in Sanyi of Miaoli County. This research discovers that the Tung-flower festival tourists feeling about Tung-Specialties transmitted symbolic values is closely linked with the favorite of Tung-Specialties. After promotions of Tung-specialties, Tung-flower festival tourists do not agree with the traditional images of Hakkas economic behaviors such as conservative. Tung-specialties is promoted to achieve the four general goals about the Tung-flower festival,“the deep plowing culture, the promotion industry, to lead the sightseeing, to activate the Hakka villages”. This research found the perceptions of Tung-flower festival tourists about the economical contribution is bigger than the cultural contribution. The Tung-specialties should be put more emphasis on how to manage the symbolic values and how to promote the Tung-flower festival to get tourists' more identification to achieve the long-term goal of deep plowing Hakka culture.
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