| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 103 === The Yimin faith is a unique set of beliefs in the Hakka people of northern Taiwan, with a strong nativist character. For 170 years, Yimin Festival, which has been passed down through the generations in fifteen united neighborhoods, is especially significant. Massive rituals are used to organize local residents, and the worship events are used to connect the people and integrate groups; the rituals held by Xinpu Township and Fangliao Villate are the most representative.
The demonstrations and constitutions of many festivals have become more stage-based in their performances, hoping to provide participants in a compressed time and space with special experiences unlike ordinary days. This study seeks to use the perspective of experience to engage in in-depth exploration of the traditional experiences and innovative interpretations from the perspectives of local residents and tourists.
This study used the experiential model proposed by Pine & Gilmore, using the four dimensions of entertainment, education, aesthetics, and escapism to analyze the features of festivals experienced by tourists in the Yimin Festival. This study also used the 5 strategic experiential modules proposed by Schmitt, including sensory, emotional, thinking, action, and connections, to explore how the temples and residents use the experiential media to create unique and memorable experiences for customers. Qualitative research is used for data collection and analysis. After interviewing local temple personnel and local elders, it was found that since the Yimin Festival has been held, its significance for residents was merely religious. However, the events made Yimin Festival famous, which helped visitors come and improved name recognition for these towns, which indirectly promoted development of tourism.
Yimin Festival, with traditional Hakka cuisine and century-old buildings, conveyed rich visual and taste experiences. The unique worship rituals reflected Hakka nostalgia of the sacrifices by their ancestors. The temple used creative paintings of the huge pigs to promote a new Yimin cultural atmosphere, reflecting a rethinking of traditional cultural innovation and interpretation. Even though there are arguments about “huge pig competition” as well, it is worth considering how traditional folk festivals adjust and adapt in changing times and values.
In terms of tourists, 11 participating tourists were interviewed for in-depth understanding how tourists participate in the festival to combine time, space, and events. The landscaping arrangements were used to create personalized experiences. This is the basis to evaluate the meaning and value expressed through experiential marketing in the Yimin Festival.
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