Sheffield Hallam University
Sheffield Business School
BSc (Honours) Tourism Management
Visitors’ Perceptions of Authenticity and Aspect of Cultural Events Development: Case Study on Bun Festival on Cheung Chau
Student Name: Ho Yim Ling SHU Student No: 91204747 Supervisor: Ms. Monica Law Date: 14 April 2010 Abstract
Traditional events and festivals have become increasingly important on tourism. The cultural events encourage cultural atmosphere, create recreational experiences, and generate revenues.
The Bun Festival is a cultural event and attracts 60,000 people in 2009.
In this dissertation, it studies the Bun Festival on Cheng Chau Island to investigate the visitors’ satisfaction experience and authenticity of the Bun Festival. The visitors’ perception on the Bun Festival will be found from a visitor survey. A survey is asked the visitors who have participated the Bun Festival before.
The results present that although perceived authenticity of the Bun Festival is high, majority of visitors is not motivated by the tradition and culture, is not enough knowledge to analysis.
The visitors are not antipathy for commercial of the Bun Festival, because they look for relaxation and entertainment. The recommendations for future development of the Bun
Festival are suggested based the findings.
Keywords: Cultural Tourism, Bun Festival, Visitors’ Perceptions of Authenticity
2 Table of Contents Abstract Table of Contents List of Illustrations
Charter 1 Introduction ...... 6 1.1 Background: ...... 6 1.2 Reason for Choosing This Topic: ...... 7 1.3 Background of the Bun Festival on Cheung Chau Island: ...... 7 1.4 Aims and Objectives of Study: ...... 8 1.5 Structure of the Dissertation: ...... 9
Charter 2 Literature Review ...... 10 2.1 Definition of Sustainable Development: ...... 10 2.2 Cultural Tourism: ...... 11 2.2.1 Definition: ...... 11 2.2.2 Types of Cultural Visitors: ...... 12 2.2.3 Commercialization of Culture: ...... 13 2.3 Event Tourism: ...... 14 2.3.1 Definition: ...... 14 2.3.2 Influence of Event on Tourism: ...... 14 2.4 Definition of Festival: ...... 15 2.5 Evolution of Bun Festival: ...... 16 2.5.1 Floating Procession: ...... 17 2.5.2 Bun Mountains: ...... 17 2.5.3 Bun Scrambling and Bun Carnival: ...... 18 2.6 Authenticity: ...... 19 2.6.1 Definition and Importance of Tradition and Authenticity: ...... 19 2.6.2 Authenticity as a Motivation for Visitors Attending: ...... 20 2.6.3 The Relationship between Satisfaction and Authenticity: ...... 21 2.6.4 Authenticity and Aspect of Cultural Events Development: ...... 21
3 Chapter 3 Methodology and Source of Data ...... 24 3.1 Introduction: ...... 24 3.2 Secondary Data: ...... 24 3.3 Primary Data: ...... 25 3.3.2 Data Collection: ...... 25 3.3.3 Data Analysis: ...... 26 3.4 Limitation of the Research: ...... 26
Chapter 4 Findings and Analysis ...... 27 4.1 Sample Characteristics: ...... 27 4.1.1 Gender and Age: ...... 28 4.1.2 Arrivals by Country / Territory of Residence: ...... 28 4.1.3 Education level: ...... 29 4.2 Information about Visitors Attending on the Bun Festival: ...... 30 4.2.1 The Reasons for the Bun Festival Visitation:...... 30 4.2.2 Knowledge of the Bun Festival Activities and Items: ...... 31 4.2.3 Length of Staying on Cheung Chau during the Bun Festival: ...... 33 4.2.4 The Amount Visitors Spent on the Bun Festival: ...... 34 4.2.5 The Items Visitors Spent on the Bun Festival: ...... 35 4.2.6 Ways to Know about the Bun Festival: ...... 36 4.2.7 Satisfaction Level...... 37 4.2.8 Suggestions for Future Development: ...... 38 4.3 Perception of Authenticity: ...... 40 4.3.1 Perception of the Bun Festival Authenticity: ...... 40 4.3.2 Relationship between Authenticity and Knowledge: ...... 42 4.3.3 Aspect of the Bun Festival Development: ...... 42
Chapter 5 Conclusion and Recommendation ...... 44 5.1 Conclusion: ...... 44 5.2 Recommendation: ...... 45
Reference ...... 46
Appendix ...... 58 Appendix 1: The Bun Festival 2009 Schedule from 30 April to 3 May, 2009 ...... 58 Appendix 2: The Detail Programmes of the Bun Carnival 2009 ...... 60 Appendix 3: Estimated Expenses for the Bun Festival 2008 ...... 62 Appendix 4: Questionnaire ...... 63
4 List of Illustrations Tables
Table 4.1 Personal Profile of Sample Respondents (N = 99) ...... 27
Table 4.2 The Reasons for the Bun Festival Visitation ...... 30
Table 4.2.2 Knowledge of the Bun Festival before Arrival ...... 31
Table 4.2.3 Length of Staying on Cheung Chau Island during the Bun Festival ...... 33
Table 4.2.4 The Amount Visitors Spent on the Bun Festival ...... 34
Table 4.2.5 The Items Visitors Spent on the Bun Festival ...... 35
Table 4.2.6 Ways to Know about the Bun Festival before Arrival ...... 36
Table 4.2.7 The Satisfaction Level about the Bun Festival ...... 37
Table 4.2.8.1 Suggestions for Future Development ...... 38
Table 4.2.8.2 The Estimation of First Ferry Service for Bun Festival 2009 ...... 39
Table 4.3.1 Perception of Authenticity about the Bun Festival Activities and Items ...... 40
5 Charter 1 Introduction
1.1 Background:
‘Tourism industry is one of the four key industries for enhancing the development of Hong
Kong economy. In 2007, tourism generated an income of HK$52.3 billion, or 3.4%of GDP.
Visitor arrivals had undergone sustained strong growth over the recent years.’ (Census and
Statistics Department, 2009) Hong Kong is a mature event destination offering abundant and diversified events. (du Cros et al., 2003) According to Hong Kong Tourism Board (2007), the events are ‘ranging from colorful local festivals to world class arts and sport events, even the professional trade fairs and public shows’ for the sake of maintain and enhance competitive advantage in destination tourism. Thus, it presents Hong Kong as the Events Capital of Asia.
(Hong Kong Tourism Board, 2007)
In 2005 Policy Address, it was stated that cultural positioning of Hong Kong was development from local culture, is based on traditional Chinese culture with an international vision. Hong Kong government started to emphasize strategies for cultural development in
2005. (The 2005 Policy Address, 2005; Culture and Heritage Commission Policy
Recommendation Report, 2003) Hong Kong Tourism Board (HKTB) promoted ‘Culture &
Heritage Celebration’ as a new mega event in 2006 and ‘Festive Hong Kong 2010’ as an annual tourism marketing platform in 2010. (Hong Kong Tourism Board PartnerNet, 2006;
Right Vision News, 2010) Both are designed to encourage tourists to visit and experience the different types of traditional festivals and cultural celebrations that could only be found in
Hong Kong. (Right Vision News, 2010) It has been announced that Bun Festival on Cheung
Chau Island is a significant local cultural celebration and was promoted as an essential event in ‘Culture & Heritage Celebration’ and ‘Festive Hong Kong 2010’. The Bun Festival has a strong impact on tourism, attracting 60,000 visitors in 2009 while the number of participants increases every year. (Wong, and Yau, 2009) The spectacular activity of the Bun Festival on
6 Cheung Chau Island, Bun Scrambling, has been allowed to be held again since 2005. The
government has applied for including the Bun Festival of Cheung Chau to the national list of
intangible cultural heritage on Oct 2009, (Wan, 2009) and this enhances the local traditional
culture.
1.2 Reason for Choosing This Topic:
Since Hong Kong Tourism Board (HKTB) has held many cultural events in which many of
them have become commercialized, the authenticity of traditional culture is a major consideration for cultural event development. Therefore, the discussion of authenticity should be framed within the broader context of local culture sustainability. In addition, Bun Festival of Cheung Chau, which attracted around 60,000 people, is a significant local culture event in
Hong Kong. However, there is a lack of academic discussions on the Bun Festival of Cheung
Chau, this study focused on the visitors’ perception of Bun Festival of Cheung Chau
including the authenticity, the relationship between authenticity and knowledge, the aspect of development, and the recommendation for future development.
1.3 Background of the Bun Festival on Cheung Chau Island:
Hong Kong has a diversified culture due to its history of being a British colony and returned
to China. The western and Chinese traditional culture affects Hong Kong residents’ daily life.
Nevertheless, Hong Kong also generates local culture and its events and festivals. Bun
Festival on Cheung Chau Island is one of local cultural event, which attracted around 60,000
people both Hong Kong residents and oversea tourists in 2009. (Wong, and Yau, 2009)
The Bun Festival on Cheung Chau Island, started at 200 years ago, is one of the most
eminent folklore events in Hong Kong. The ‘Taiping Qingjiao’ ceremony (sacrificial
ceremony of peace and purity), which is another name of the Bun Festival, is a Jiao Festival
7 to plead for peace and get rid of plague. (Cheung Chau Rural Committee, 2002; Choi, 1990;
Chew, 2009; Hong Kong Museum of History, 2005) The Bun Festival on Cheung Chau is currently one of the most well-known Jiao Festivals, because it holds annually in large scale, featuring exotic and dramatic elements. (Chew, 2009; Hong Kong Museum of History, 2005)
The Bun Festival holds on the 8th of the fourth lunar month annually and lasts for five days.
A long list of activities are held in these five days, including religious observances, burning
of paper effigies, lion and dragon dances, Cantonese Opera, Bun Scramble and Floating
Procession. (Cheung Chau Rural Committee, 2002; Chew, 2009; Hong Kong Tourism Board,
2007) The Floating Procession and the Bun Scramble are the two main spectacles. (Please
see the detailed Bun Festival 2009 Schedule in Appendix 1.)
Nowadays, the original culture changed and the Bun Festival accedes to commercial and
tourism element. For example, new instructions and facilities for Bun Scramble have been
replaced the original ones and the Bun Scramble is now promoted as a sports competition in
Bun Carnival. The Bun Festival is not only a cultural event to pray for peace and health now.
1.4 Aims and Objectives of Study:
Aims:
In order to study the sustainability of the event, the study aims to find out whether the visitors
satisfied with their experience of participating the event.
Objectives:
(1) To investigate visitors’ perceptions on authenticity.
(2) To find out the relationship between authenticity and visitors’ knowledge in cultural
event.
(3) To study the visitors expectations on aspect of the Bun Festival.
8 (4) To give recommendations of Bun Festival to the organizers and promotional bodies.
1.5 Structure of the Dissertation:
The study is divided into 5 chapters, which are Introduction, Literature Review, Methodology
and Source of Data, Finding and Analysis and Conclusions and Recommendations. Firstly,
chapter 1 introduced the background of the topic, presented the reasons for choosing the topic, and identified aims and objectives of the study and the case study festival, Bun Festival on Cheung Chau Island. Literature Review in chapter 2 provided theory and concepts relating to sustainable cultural events and its relationship to visitors satisfaction. Methodology and
Source of Data in chapter 3 demonstrated the method of research, ways to analyze the data
collected and the limitation of the research. Findings and Analysis in chapter 4 evaluated the
findings of the Bun Festival on Cheung Chau Island on visitors’ perception, authenticity,
knowledge, aspect of development and recommendation issues and analysis relating to the
theory also reviewed. Finally, the Conclusion in chapter 5 summarized the key findings of the
study and suggested recommendations for future development of the Bun Festival.
9 Charter 2 Literature Review
2.1 Definition of Sustainable Development:
Sustainable tourism is a process, form and application of sustainable development idea to the
tourism sector. (Weaver, 2005) The origin of sustainable tourism exists when present tourism
needs are met without compromising the ability of future generations to meet their tourism
needs. (Brook, 2000; Weaver, 2005; Williams and Shaw, 1998) Sustainable tourism is wisely using and conserving resources in order to maintain long-term tourism viability, minimize negative impacts and maximize positive impacts. (Weaver, 2005) ‘In an ideal form of sustainable tourism applies to all forms of tourism, both mass and niche markets, and provide sustainable profits to industry.’ (Forsyth, 1997:6)
Sustainable tourism aimed at balancing environmental, sociocultural and economic objectives simultaneously during development. (Weaver, 2005) This concept is a macro and intersectoral approach to emphasize the interrelationships between environmental, sociocultural and economic impacts; meanwhile, it is restrained in practice by the possibility of conflicting consequences and undesired transactions, at least in the short term. (Weaver,
2005) Getz (2005) expressed that sustainable events are not consumption or destruction of the resources upon which they depend, including physical resources, community goodwill and supporting.
The sustainable use of cultural events is a key consideration, because the cultural events can served as tourism products which attract large number of visitors. (du Cros, 2001; du Cros, et al., 2003) However, if the cultural events are too popular, it may cause unsustainable development and a range of negative impacts including undesirable social, experiential, and physical degradation. (du Cros, et al., 2003) If the transformation of cultural events does not consider factors like the social and physical carrying capacity, and change tangible and
10 intangible values of the events, the events become unsustainable. (du Cros, et al., 2003)
2.2 Cultural Tourism:
2.2.1 Definition:
Culture is defined as ‘a system of living, with both implicit and explicit elements, which is
shared by all members of the group at that one time.’ (Ritchie and Zins 1978: 254; Richards
and Hall 2000: 288) Ali-Knight and Chambers (2006) deemed that culture tourism is ‘both a
product and a process’. Combination of destination generated culture and event tourism
presented as a tourism product which is cultural meanings of performances and celebrations
such as festivals, religious ceremonies, carnivals and others. (Buczkowska, 2006; Getz, 2005)
The cultural events are also parts of the cultural process and policy to conserve, certify and
develop the cultural framework of the destination. (Ali-Knight and Chambers, 2006)
Moreover, cultural tourism can provide many related functions for tourists in mind, and give
opportunities for local residents to participate throughout the cultural events. (Buczkowska,
2006)
Recently, the major focus of cultural tourism is cultural event in terms of cultural production
like recreation and display of culture. (Chhabra, et al., 2003) Getz (1993:945) mentioned that
‘explosion of special-interest recreation and travel demand has led to events oriented to all types of target markets.’ Besides that, du Cros and et al. (2003) explained that cultural event
is just one of the many activity options available.
‘Many cultural events are originated from the cultural makeup of communities, including
history, ethnicity, traditions and folklore.’ (Getz, 2005:151) Crafts, entertainment, performing
arts, which are common programmes in a cultural event, should be considered cultural
uniqueness and authenticity. (Getz, 2005) du Cros and McKercher (2002), and du Cros and et
11 al. (2003) claimed that successful cultural events have to tell legends effectively, animate
asset, offer the participation experience, make it applicable to the tourists, concentrate on
events quality, and provide a sense of authenticity.
The culture of Hong Kong cannot be discussed without mentioning the importance and
diversification of folk culture in Hong Kong, as well as related custom events performed
nowadays in the context of the cultural celebrations. The Hong Kong government and local
communities organize many events to promote and progress culture, including International
Dragon Boat Racing, International Chinese New Year Night Parade and Bun festival on
Cheung Chau, in which Bun Scrambling Competition and Floating Procession are highlights of the event. There are other amusements activities which welcomed residents and tourists to enjoy the Bun Festival on Cheung Chau. The uniqueness of rituals can give tourists distinctive experience.
2.2.2 Types of Cultural Visitors:
By studying the perception of the Bun Festival visitors, it should be possible to define the
visitors of the Bun Festival and the community. Hughes (2000), Crouch and Ritchie (2003:
125) defined visitors as ‘non-local residents who are either day visitors or staying visitors
(tourists)’. Thus, the target markets of the Bun Festival are the oversea tourists, workers,
students and Hong Kong residents except those living in Cheung Chau while the community
refers to people living on Cheung Chau Island.
Hughes (2000), Crouch and Ritchie (2003) stated that there are 2 types of visitors in cultural
event, culture-core and culture-peripheral visitors. Culture-core visitors travel for cultural
attractions. On the contrary, culture-peripheral visitors go for non-cultural purposes, but also
visit cultural attractions. The definitions can help analysis visitors’ perceptions of the Bun
12 Festival.
Getz (1993:945) noted that ‘Aging and better educated populations have generated greater
interest in cultural events.’ Janiskee (1996) added that cultural event tends to attract many
adults and seniors while youngsters are less interested. Xie (2004) demonstrated that cultural
festival mainly targets on local residents and the neighboring regions.
2.2.3 Commercialization of Culture:
There are different comments on cultural event development from many scholars. du Cros and et al. (2003) believed that the organization of cultural events should establish realistic
and sustainable tourism goals for cultural events and attractions. Craik (1997) and Hughes
(1998) deemed that culture should be shaped as tourism products in order to satisfy consumer
demand. The cultural tourism products involve the development of specialized products,
reorientation of displays and services, and modification of attractions in order to facilitate
easy consumption, and incorporation or highlight of cultural features. (du Cros and et al.,
2003)
The authenticity of cultural event is a consideration of sustainable development. Some
scholars pointed out the negative impacts of tourism on authenticity of traditional cultures.
‘Commercialization’ or ‘commodification’ of culture is a process of changing cultural events
into economic events which disengage with their cultural meanings. (Getz, 2005) Cultural
productions like festivals and traditional costumes are the highest accessibility by visitors.
(Getz, 2005) For example, if the roles of performance in festival are reversed, or are
abandoned, the event would become socially unacceptable. (Getz, 2005)
13 2.3 Event Tourism:
2.3.1 Definition:
Getz (1993:945) described that ‘event is short-term hospitality services, with the emphasis placed on creating a festive ambience and providing high quality service under unique conditions.’ There are several events which include cultural celebrations, art and entertainment events, sports competitions, business and trade events (MICE), recreational event, educational and scientific events, political events and private events. (Allen, et al.,
2005; Getz, 1997)
Nowadays, event tourism has grown significantly because of the explosion of special-interest recreation and travel demand. (Getz, 1993) Getz & Wicks (1993:2) identified that event tourism ‘can be defined as the systematic development and marketing of festivals and special events as tourist attractions, catalysts and as image-builders for destinations.’
2.3.2 Influence of Event on Tourism:
Event plays an important role in tourism of a destination becames it strengthens tourism competitiveness and tourism demand generation on a destination through providing activities.
(Crouch, and Ritchie, 2003; Getz, 1993) In addition, event has potential to turn a low season into a peak season, reduce tourist outflow, assist directly in nature conservation, foster friendly host-guest relations, build or improve destination’s image, and encourage repetitive visits. (Getz, 1993) Regardless size of its, an event can provide a destination with a continuous visitors flow and enhance the sustainability of an destination. (Crouch, and
Ritchie, 2003; Getz, 1997) ‘Longer events have a greater potential for attracting overnight visits and maximizing visitor spending.’ (Getz, 1993:947)
14 2.4 Definition of Festival:
Festivals are one of forms of cultural celebration. There are two types of festivals, namely sacred festivals and profane festivals. (Falassi, 1987) Sacred festivals are traditional festivals with long histories and religious or mystical roots. (Falassi, 1987; Getz, 2005) Many sacred traditional festivals are in connection to harvesting and changing of seasons, while some of them have been established countless new themes. (Getz, 2005; Manning, 1983) Profane festivals, which are secular celebrations related to a community’s symbolic, economic, social and political life, have been created in recent decades. The arts, entertainment, sports and recreational are embedded in the theme of these profane festivals. (Falassi, 1987; Farber,
1983; Getz, 2005)
Getz (2005) defined a concise and simple definition for festival. ‘Festival is a public and themed celebration.’ (Getz, 2005) Festival should be opened to the public; Getz (2005) believed that ‘selling tickets to the public might not be sufficient to qualify as a festival.’
Furthermore, including ‘festival’ in the name of an event can precisely identified the objective of event, such as Food and Wine Festival. Nevertheless, many festivals with diversified programmes, such as Bun Festival, actually celebrate the community itself. (Getz,
2005)
In addition, many festivals are authentic sociocultural expressions and supported by the host community. (Allen, et al., 2005; Getz, 1993; Getz, 2005) Festivals often display colorful and lively programmes featuring dragon and lion dancing, music, parades, processions and feasting to present celebratory items in festivals. (Ali-Knight and Chambers, 2006; Getz,
2005) Falassi (1987:2) illustrated that festivals are ‘both the social function and the symbolic meaning of the festival to its ideology and worldview, to its social identity, its historical continuity, and to its physical survival, which is ultimately what festival celebrates.’ Thus,
15 festivals should be considered as appropriate direction of cultural development as they are sustainable through host community efforts. (Getz, 1993)
Moreover, festivals carry uniqueness as an element of alternative tourism. According to Allen, et al. (2005) and Getz (1993), festivals are generally volunteer intensive and locally controlled, generating business activities and substantial returns on small financial investment for host communities. Besides, Farber (1983) explained that festivals are links between people and groups in a community and even between the community and the world.
2.5 Evolution of Bun Festival:
The Bun Festival on Cheung Chau Island is a cultural celebration event and a product of cultural tourism. After studying the above definitions, the Bun Festival on Cheung Chau is identified as a sacred festival with a long history of ‘jiao’ festival. The origin of Bun Festival on Cheung Chau can be traced back to 200 years ago when the gods helped Cheung Chau community to survive either a plague or a group of vicious pirates. (Chew, 2009) Bun
Scrambling is not the only objective and theme of the Bun Festival. The Bun Festival has diversified programmes, from sacred celebration to community gathering event. Nowadays, the Bun Festival on Cheung Chau Island is organized by an association formed by the local residents of Cheung Chau Island, Cheung Chau Bun Festival Committee. (Cheung Chau
Rural Committee, 2002) The Bun Festival tends to be held on the Buddha's Birthday which is a public holiday rather than the original date. The adjustment of date can make it more convenient for visitors to come. The Bun Festival is prayed for peace, is appreciated gods with diversified activities, links between the Cheung Chau community and visitors, and even attracts around 600,000 visitors each year. (Wong, and Yau, 2009) Floating Procession is one of the most important performances to present and celebrate the gods at the Bun Festival.
Although there is a participation fee for the Bun Carnival, the Bun Festival is opened for the
16 public without admission fee, allowing more visitors to enjoy the celebration atmosphere in the Bun Festival. The Bun Festival retains religious roots, improves and changes its facilities and activities including Floating Procession, and the programme of Bun Scrambling. The details of the evolution of those facilities and activities will be discussed in the following paragraphs.
2.5.1 Floating Procession:
‘Piao Se’ (飄色), or Floating Procession, aims to calm evil spirits down and prevent diseases.
(Hong Kong Museum of History, 2005) The procession held in the afternoon of the third day of the Bun Festival, starts at Pak Ti Temple playground and passes festival areas on Cheung
Chau. (Hong Kong Tourism Board, 2007) During the procession, children dress in colourful costumes to act as historical and mythical figures, and stand erect on the floats, which have own theme. (Cheung Chau HK, 2007; Hong Kong Museum of History, 2005) The floats and
costumes are designed, made, and even manhandled by Cheung Chau residents. (Cheung
Chau Rural Committee, 2009) Recently, some float children also feature as film characters
and public figures. (Cheung Chau HK, 2007; Hong Kong Museum of History, 2005) Some
themes of floats are assigned by the sponsors. For example, the theme of ‘2008 Olympic
Equestrian’ floats were appointed by Hong Kong Jockey Club which was the sponsor of one
of the floating procession teams in 2008.
2.5.2 Bun Mountains:
The Bun Mountains (包山), which were bamboo towers covering with over 18,000 the ‘Ping
An (safety and peace) Buns’, stood on Cheung Chau at the Bun Festival. (Chew, 2009; Hong
Kong Museum of History, 2005) People believe that the Bun on the top-most would bring the
greatest luck. ‘The Bun Mountains were originally offerings to gods, and those who could
grab a share of the buns would be protected by gods.’ (Hong Kong Museum of History,
17 2005:51) In recent, the plastic buns have replaced the real ‘Ping An Buns’ (平安包) in the new Bun Mountains with rigid frame. (IDC, 2010a; IDC, 2010b; IDC, 2010c) The foundation of Bun Mountains is made by Architectural Services Department now. (IDC,
2010a) The athletes of Lung (1990) stated that Bun Mountains were built with real ‘Ping An
Buns’ in the past, because the community believe that they can obtain luck and peace by eating the Buns.
2.5.3 Bun Scrambling and Bun Carnival:
In a competitions, Bun Scrambling competitors scramble up the Bun Mountain height of 54
feet in a race to grab the buns on the top of the Bun Mountain at midnight after all rituals had
been finished. (Chew, 2009; Hong Kong Museum of History, 2005; Hong Kong Tourism
Board, 2007) The activity was prohibited after an Accident in 1978, in which a Bun
Mountain collapsed and resulted in great number of injuries. (Hong Kong Museum of History,
2005)
‘Bun Carnival’ is a restructured Bun Scramble orgranized by Hong Kong Cheung Chau Bun
Festival Committee and Leisure and Cultural Services Department (LCSD) since 2005.
(Leisure and Cultural Services Department, 2009) The Carnival includes ‘the selection of
finalists for the Bun Scrambling Competition, the Climbing Carnival’, adds safety measures
and uses plastic buns to replace real buns. (Leisure and Cultural Services Department, 2009)
The participants have to register in advance, pay the participation fee and all of them have to
obey all rules of Bun Carnival. (Leisure and Cultural Services Department, 2009) The policy
aims at lowering risks like injuries and food poisoning, but it limits the number of
participants to enjoy the fun of Bun Scrambling. Game booths about the Bun Festival and
sports climbing theme, and the relay invitation race have been added to the Bun Carnival
since 2007. (IDC, 2010c) The addition activities are used to attract more visitors and promote
18 the Bun Scrambling as a new trend of sports to the overseas. (IDC, 2010c) The programmes
of the Bun Carnival 2009 are given in Table 2.5.3, and a more detailed rundown is listed in
Appendix 2.
Table 2.5.3 The Programmes of the Bun Carnival 2009
Date Events
18-19/4, 25/4 Training on Bun Tower Climbing
25/4 Selection of Finalists for the Bun Scrambling Competition
26/4 Climbing Carnival
2-3/5 Bun Scrambling Competition cum Prize Presentation Ceremony
Source: Leisure and Cultural Services Department (2009).
The Bun Festival activities rely on sponsorship for the expense of activities. The Bun
Scrambling receives sponsorship from companies and grants from the government. For example, in Bun Carnival 2008, the trophies of the Festival were sponsored by the 3D-Gold
Jewellery and the other expenses $1,289,000 were granted by Leisure and Cultural Services
Department (LCSD)’s district recreation and sports programmes. (IDC, 2010d) The detailed
Estimated Expenses for the Bun Festival 2008 is in Appendix 3.
2.6 Authenticity:
2.6.1 Definition and Importance of Tradition and Authenticity:
“Authenticity means genuine, unadulterated, or ‘the real thing’.” (Getz, 2005:168) Getz
(2005) pointed out that the essence of authenticity is its cultural meaning determined by host
community. Xie (2004) demonstrated that visitor’ perceptions of authenticity in the festival
may reflect visitors’ knowledge of the event. Nevertheless, some scholars (Boorstin 1991;
19 Bruner 1991; MacCannell 1976; Van den Berghe 1984) take a different view that the
authenticity of events is prevented and adjusted to fit in with the needs of both visitors and
host community.
Moreover, authenticity is a lot of arguments to explain ‘its meanings for tourism and cultural
events, and with respect to whether or not tourists seek or can even recognize authenticity.’
(Getz, 2005:168) It seems that there is gap between the need of tourists and tourism
development. Getz (2005) demonstrated that tourists seek out undamaged settings and
cultures, but tourism development leads to commercialization of cultural events and places,
and even manufactured, modification or destruction the settings and cultures just for tourists,
the media, or financial success.
Getz (2005) and Jago & Shaw (1999) stated that tradition and authenticity are the
‘specialness’ in cultural events. Many cultural events have become traditions, which based on
local cultural values and attributes. Tradition and Authenticity of cultural events are as
inherent uniqueness and mystery to attract and satisfy visitors. Tourists participate in an
authentic traditional event; meanwhile, the ‘specialness’ will be heightened by tourists’
feeling. The event and destination images are also strengthening each other and are
traditional by nature.
2.6.2 Authenticity as a Motivation for Visitors Attending:
Formica and Uysal (1998), Getz (2005) and MacCannell (1976) believed that cultural
authenticity is a motivation for visitors attending the events that combine cultural and
historical elements because it has become so scarce. Getz (2005) and MacCannell (1976)
regarded that the tourists want to experience authentic daily life of a different culture or community and ‘backstage’ physical setting though observation, meeting, and sharing, rather
20 than observe a visible play at the theater.
Getz (2005:168) noted that ‘authenticity of festivals and events will be maximized when it meets the following five conditions:
(1) Authenticity reflects indigenous themes;
(2) Authenticity is controlled by the host community;
(3) Authenticity is valued and well attended by residents;
(4) Authenticity offers culturally genuine goods and performances, such as local foods, costumes, dances, crafts;
(5) Authenticity does not exploit tourists through profit maximization at the expense of quality.’
2.6.3 The Relationship between Satisfaction and Authenticity:
Normally, the event strategy relies on authenticity, variety, strong community support, publicity and pursuing tourism marketing in order to cater visitors’ expectations and achieve high satisfaction level. (Getz, 2005; Xie, 2004) To satisfy visitors’ need, it is important for sustainable event development. (Xie, 2004) Moreover, authenticity is a criterion of event programme quality determination in visitor’s perspective, so it affects the satisfaction level of visitors. (Getz, 2005) Nevertheless, it is more difficult to judge, especially cultural events like performance, if the visitors are not familiar with the histories and traditions of the cultural events. (Getz, 2005)
2.6.4 Authenticity and Aspect of Cultural Events Development:
Cultural dimension management followers argue strongly that authenticity is a basic principle for successful cultural tourism. (du Cros and et al., 2003; ICOMOS 1999;
Tunbridge and Ashworth 1996) As commercialization of cultural events and conservation of
21 authentic cultural meaning both bring positive and negatives impacts, the aspect of cultural
event development is a serious topic. The considerations of cultural event development are
balancing between education and entertainment, between commercialization and
conservation, between the needs of local community and the needs of visitors.
Firstly, Getz (2005) implicated that the cultural events organizers should balance or they
have to choose either the preservation of the authentic cultural meaning or commercialization
for the host community and the participants as the events objective. Secondly, Getz (2005)
considered that the content of events is involved in importance of host community daily life
or a tourist rip-off. ‘The key question is not whether modification of culture is acceptable for
them, but how much modification can occur before the experience becomes inauthentic to the
point it affects satisfaction?’ (du Cros, et al., 2003:396)
Moreover, Weaver (2008:11) pointed out that ‘to recognize and incorporate the cultural
events, rather than dealing with only the non-human element, is to provide an even more
complete and authentic experience for visitors.’
Nevertheless, Rojek (1997) and du Cros, et al. (2003) argued that the seeking for authenticity
is a less important motive than the desire to consume a product and place, or to have an
entertaining experience. Even Jones and Robinett (1998) signified that an excessive emphasis on authenticity may be obstruction of commercial viability attractions. Therefore, it is
necessary to know the market trends and to understand market tolerance for commodification.
(du Cros, et al., 2003)
In addition, some may concerned about the educational meaning in cultural events. It affects
perception of authenticity by tourists. Getz, (2005:151) suggested that ‘religious and
22 educational institutions should be involved as sources of events and potential stakeholders or
supporters of events.’ The religious and educational institutions can educate visitors to know
more about history and origin of rituals and event, remain cultural uniqueness and
authenticity of the event, and minimize the opportunities of becoming profit orientated
cultural events.
Furthermore, McKercher (2001) claimed that successful cultural events satisfy both local
community and visitors and they are valued is terms of their form, uniqueness, authenticity,
with a compelling reason of being visited.
23 Chapter 3 Methodology and Source of Data
3.1 Introduction:
Both secondary and primary data will be used in the study in order to finish the integral
study.
3.2 Secondary Data:
Secondary data is data which has been collected already by third party. The secondary data
provided useful statistics and information although some may not a specific the Bun Festival
on Cheung Chau Island. The secondary data is found in reliable sources, for instance,
government documents, organizer official websites, academic journals and so on.
Government documents are one of necessary sources for the study such as The Leisure and
Culture Services Department (LCSD) website, Hong Kong Tourism Board (HKTB) annual reports and Island District Council (IDC) discussion notes. Bun Festival is a significant event in Hong Kong and is co-organized by government department. Thus, those government documents can provide promotional and operational information of the event, so as to analyze evolution of the Bun Festival.
In addition, some research statistics from Census and Statistics Department present general background of economic and tourism industries. The data are more accurate since government has undertaken a large scale census. Annual Policy Address is implied the aspect of cultural development in Hong Kong. Those are useful to understand the situation of cultural tourism.
Moreover, newspapers are valuable sources of information like media coverage information like number of visitors’ participation, the latest news of the event. The recent information
24 helps to comprehend the performance of the event.
Although all secondary data are used in every chapter of the dissertation, those collected data do not cover all discussion issues in the study and some data may not specific of the Bun
Festival. Hence, primary data is necessary.
3.3 Primary Data:
3.3.1 Research Instrument:
To analysis visitors’ perspective on the event, questionnaire of research instrument was used to collect specific Bun Festival primary data. The questionnaire is the quantitative method to collect comments from a lot of people.
This study was a survey of 99 visitors who has joined the Bun Festival in Cheung Chau already. The visitors can give useful and more relied opinions for the study. The survey was face to face interview at Cheung Chau Pier in Central during 25 – 28 February 2010, because the ferry passengers were able to join the Bun Festival in Cheung Chau before. Bilingual
(Chinese and English) version and quantitative questionnaires were used and the response rate was 100%. The substantial data were analyzed and presented in Chapter 4 and 5 in the dissertation.
3.3.2 Data Collection:
The questionnaire is divided into 3 parts, part A to part C. Firstly, a question in part A asked interviewee whether participant Bun Festival on Cheung Chau before or not. It scanned and selected target interviewee of the survey. Secondly, the part B is the major part of the questionnaire and had 2 sets of questions. The first set collected information about visitors attending the festival like the reasons for the festival visitation, perception of visitors towards
25 the Festival, the length of stay on Cheung Chau during the festival, perceptions of authenticity, expenditures, and the satisfaction level. The last question in part B was the recommendation given by visitors. The objective is to better understand the role of authenticity, and analyze the relationship between authenticity and knowledge, and the aspect of the Bun Festival. Thirdly, the part C is the personal profile like gender, age group, visitor arrivals by country or territory of residence, and educational level. The demographic data provides the general background of the visitors. The questionnaire sample is placed in
Appendix 4.
3.3.3 Data Analysis:
The collected data was analyzed by Statistical Package for the Social Sciences (SPSS), which
is a system of computer software for managing, analyzing and displaying information. The
data was presented as tables in the Chapter 4 and 5 in order to investigate the visitors’
perception on authenticity of the Bun Festival.
3.4 Limitation of the Research:
There were 4 key limitations in the study. Firstly, for financial and time-scale reasons, the
study did not have a sampling questionnaire in large and extensive scale. 99 sampling
questionnaires were represented the all visitors’ opinion of the Bun Festival. Hence, it may
cause deviations between the actuality and the result. In addition, the sampling questionnaires
do not process during the Bun Festival in May. Therefore, it is difficult to interview the Bun
Festival visitors from different countries during the survey period. Furthermore, the secondary data collected do not specialize to discuss about the Bun Festival. Finally, filling questionnaires and data input are influenced by human-errors.
26 Chapter 4 Findings and Analysis
4.1 Sample Characteristics:
The personal information is asked in the part C. of questionnaire. It is necessary to analyze the personal data in advance in order to discussion the visitors’ perception of authenticity. A demographic profile of the 99 survey respondents is showed in the following in Table 4.1.
Table 4.1 Personal Profile of Sample Respondents (N = 99) Personal Information Percentage (%) Gender: Female 51.5 Male 48.5 Age: 18-25 years old 52.5 26-44 years old 31.3 45-64 years old 11.1 65 years old or above 5.1 Visitor arrivals by country / territory of residence: Hong Kong Residents 62.6 The mainland of China 11.1 Taiwan 7.1 South & Southeast Asia 5.1 Europe, Africa and the Middle East 5.1 Macao 4.0 America 3.0 Australia, New Zealand and South Pacific 2.0 North Asia 0 Education level: Secondary / Matriculation education 55.6 Tertiary or above education 29.3 Primary and below education 15.2 Source: Questionnaire survey for this research
27 4.1.1 Gender and Age:
According to the table 4.1, there are 48.5% of respondents were male while 51.5% of them
were female. Therefore, the female visitors are more than the male visitors have been
participated in the Bun Festival on Cheung Chau.
For the age group, the majority of respondents 52.5% were between the ages of 18 and 25.
The respondents (31.3%) who are 26 to 44 years old are the second large age group. The smaller age groups are 11.1% and 5.1% of respondents fallen in the age group of 45 to 64 and over 64 respectively. The finding is different to Getz (1993) and Janiskee (1996) theories.
Getz (1993) and Janiskee (1996) illustrated that the aging people are more interested in cultural festival while youngsters are less interested. Based on the result, the Bun Festival attracted many visitors who are in youth age group are interested in the Bun Festival.
Nevertheless, the number of senior visitors is less. The evolution and diversification of the
Bun Festival are the reasons to attract many youngsters visitation. For example, the organizers of the Bun Festival are modified the Bun Scrambling as an international Sport
Climbing competition and the Floating Procession as a unique performance. The low accessibility of the location (Cheung Chau Island) is the reasons of less seniors’ visitation, according to the lowest satisfaction of transportation and accessibility (mean = 2.41) in table
4.2.8.
4.1.2 Arrivals by Country / Territory of Residence:
Moreover, the table 4.1 carried out that visitors were mainly Hong Kong residents (62.6%),
since the Bun Festival always hold on the legal holiday of Hong Kong. The second top is the
mainland of China visitors that has 11.1%. 7.1% and 4.0% of visitors came from Taiwan and
Macao respectively. Hence, 84.8% of visitors were Chinese and from the neighboring regions
as the Bun Festival is similar culture background of Chinese festivals. The result is matched
28 with Xie (2004) demonstration that local communities and visitors from neighboring regions
are the major targets of cultural festival. Though, there were few visitors who came from
other countries. From the result in table 4.1, most of visitors from the other regions were under 6% which are ‘South and Southeast Asia’ (5.1%), ‘Europe, Africa and the Middle East’
(5.1%), America (3.0%), and ‘Australia, New Zealand and South Pacific’ (2.0%). None of visitors were come from North Asia. The cause of few other nationalities visitation is those countries are no holiday during the Bun Festival period. Thus, the attractiveness of them is less.
4.1.3 Education level:
Among all the visitors, the majority (55.6%) were ‘Secondary and Matriculation education’.
‘Tertiary or above education’ and ‘Primary and below education’ of visitors were 29.3% and
15.2% respectively. According to Getz (1993), better education people are more interested in cultural events. The result reveals that visitors of low education level, ‘Primary and below education’, is the least interested in the Bun Festival.
29 4.2 Information about Visitors Attending on the Bun Festival:
Information about Visitors Attending on the Bun Festival was asked in part B of
questionnaire.
4.2.1 The Reasons for the Bun Festival Visitation:
Table 4.2 The Reasons for the Bun Festival Visitation
Reason(s) Percentage (%)
Relaxation and Entertainment 65.7
Food 35.4
Enjoy atmosphere and enhance knowledge on local culture 32.3
Socialization 22.2
Source: Questionnaire survey for this research
Table 4.2 provides the reasons for visitors attending the Bun Festival. It is evident that
‘Relaxation and Entertainment’ is the main (65.7%) motivating factor to attend. The results conformed to statement by du Cros and et al. (2003) that cultural event is one of leisure activities available for the relaxation and entertainment. At the same time, 35.4% of visitors indicated ‘Food’ while 32.3% chose ‘Enjoy atmosphere and enhance knowledge on local culture’. It was only 32.3% of visitors who were culture-core while 67.7% were culture-peripheral visitors. The less important motivating factor is ‘Socialization’ that has
22.2%.
30 4.2.2 Knowledge of the Bun Festival Activities and Items:
Table 4.2.2 Knowledge of the Bun Festival Bun Festival Activities and Items Knowledge Level Very Familiar Superficial Do Not Mean SD Familiar Know * (%) (%) (%) (%) Bun Scrambling Competition cum 32.3 31.3 24.2 12.1 1.84 1.02
Prize Presentation Ceremony
Street Procession 17.2 39.4 27.3 16.2 1.58 0.96
Local Food 21.2 28.3 27.3 23.2 1.47 1.07
Lion dancing and opening 9.1 30.3 34.3 26.3 1.22 0.94 ceremony
Vegetarian period 13.1 26.3 30.3 30.3 1.22 1.03
Sword-thrusting and Spitting Ritual 9.1 20.2 40.4 30.3 1.08 0.93
Summoning gods and sending back 12.1 18.2 33.3 36.4 1.06 1.02 to temples
Taoism blessings ritual 9.1 17.2 41.4 32.3 1.03 0.93
Thanking gods with Chaozhou big 6.1 18.2 40.4 35.4 0.95 0.89 drums and cymbals
Exorcism Ritual 7.1 21.2 29.3 42.4 0.93 0.97
Huizhou Cantonese Opera 6.1 17.2 37.4 39.4 0.90 0.90
Running the afternoon offerings for 8.1 14.1 35.4 42.4 0.88 0.94 gods ritual
Feeding the water ghosts ritual 6.1 14.1 29.3 50.5 0.76 0.92
Sending off flower boat ritual 5.1 6.1 32.3 56.6 0.60 0.82
* Features were rated on a knowledge level with ‘do not know = 0’ to ‘very familiar = 3’.
Source: Questionnaire survey for this research
31
The research asked respondents to rank the Bun Festival activities and items on their
knowledge scale (0-3). Table 4.2.2 indicated the mean ratings of visitors’ knowledge before
arrival, ranging from 0 (do not know) to 3 (very familiar).
Bun Scrambling Competition (1.84), Street Procession (1.58) and local food (1.47) are the top 3 highest mean of knowledge on visitors’ perception. Since government and organizers put more afford on the Street Procession and the Bun Scrambling activities, this 2 activities are broadly reported by media and websites, such as Hong Kong Tourism Board and Cheung
Chau Rural Committee. Some displays and introduction of the Street Procession and the Bun
Scrambling activities are also permanent exhibited in the Hong Kong Museum of History.
(Hong Kong Museum of History, 2005) In addition, the local food likes the ‘Ping An’ Bun is not just food, is as a craft and even as a symbol in the Bun Festival. The plastic buns are placed on the Bun Mountains and are delivered to the public after the Bun Scrambling. The
bakeries sold real buns and the retails sold bun souvenirs. (Asia Television Ltd, 2009) That
phenomenon attracts many media coverage, so visitors become more familiar the local food.
Nearly half of activities were ranked low with a mean under 1. There are ‘Thanking gods with Chaozhou big drums and cymbals’ (0.95), Exorcism Ritual (0.93), Huizhou Cantonese
Opera (0.90). ‘Sending off flower boat ritual’ (0.60), ‘Feeding the water ghosts ritual’ (0.76), and ‘Running the afternoon offerings for gods ritual’ (0.88) are the 3 most unfamiliar
activities of the Bun Festival on visitors’ perception. Those are fewer reports in the media, introductions in books and even the organizer’s and government’s websites.
32 4.2.3 Length of Staying on Cheung Chau during the Bun Festival:
Table 4.2.3 Length of Staying on Cheung Chau Island during the Bun Festival
The length of staying Percentage (%)
1 whole day 36.4
2 days 31.3
Half day 29.3
4 days (whole period) 2.0
3 days 1.0
Source: Questionnaire survey for this research
Table 4.2.3 presented the length of staying on Cheung Chau Island during the Bun Festival.
The largest proportion of visitors (36.4%) was staying on Cheung Chau Island for a whole
day. 31.3% and 29.3% of visitors stayed for 2 days and half day respectively. Only 3% of
visitors stayed for more than 2 days that includes 4 days (2.0%) and 3 days (1.0%).
Although the Bun Festival is a 4 day event as longer event, the result was not fitted with Getz,
(1993) theory that ‘Longer events have a greater potential for attracting overnight visits.’
One of reasons may be related to the majority of visitors who are Hong Kong residents.
Those prefer to sleep at home. Further, the Bun Scrambling and the Street Procession performed at the same day, and these 2 activities are the emphatic programs of the Bun
Festival. Therefore, the other feasible reason is that the visitors are not interested in others activities except the Bun Scrambling and the Street Procession. The above factors cause that the 65.7% of visitors tend to do not stay overnight. Even though visitors stayed overnight,
29.3% of visitors only stayed 2 days 1 night on the trip.
33 4.2.4 The Amount Visitors Spent on the Bun Festival:
Table 4.2.4 The Amount Visitors Spent on the Bun Festival
Amount Percentage (%)
HK$101 - HK$200 20.2
None 18.2
HK$1 - HK$100 17.2
Over HK$500 17.2
HK$201 - HK$300 12.1
HK$401 - HK$500 11.1
HK$301 - HK$400 4.0
Source: Questionnaire survey for this research
Table 4.2.3 shows the amount of money spent on the Bun Festival. 81.8% of respondents
spent money on the Bun Festival while 18.2% of those did not spent money on the Bun
Festival. The 18.2% of respondents, who were not interested to spend, may stay at their
relations home and/ or stay a short period. The majority of visitors (20.2%) spent around
HK$101 to HK$200 while the minority of visitors (4.0%) spent from HK$301 to HK$400.
Both ‘HK$1 - HK$100’ and ‘Over HK$500’ were 17.2% of visitors in table 4.2.3.
Meanwhile, 12.1% and 11.1% of visitors spent ‘HK$201 - HK$300’ and ‘HK$401 -
HK$500’ respectively.
According to table 4.2.4, the average amount visitors spent is around HK$219.1 in conservative estimation. Getz, 1993 claimed that longer event can maximize the visitors’
expenditure in the literature review. The admission fee, catering and accommodation are the
main expenditure of visitors in longer event. Nevertheless, the Bun Festival as longer event is
34 not significant for maximize the visitor’s expenditure, since the Bun Festival was not any admission fee and the 65.7% of visitors also did not stay overnight during the Bun Festival in table 4.2.3.
4.2.5 The Items Visitors Spent on the Bun Festival:
Table 4.2.5 The Items Visitors Spent on the Bun Festival
Items Percentage Inapplicability Actual
(%) (%) Percentage
(%)
Food 56.6 18.2 69.1
Festival souvenirs 37.4 45.7
Crafts 31.3 38.3
Accommodation 30.3 37.0
Participant fee of festival activities 16.2 19.8
Source: Questionnaire survey for this research
The result of items visitors spent on the Bun Festival are placed in table 4.2.4. Most of
visitors (69.1%) spent money on food. Only 19.8% of visitors spent money on participation
fee as the number of participation in the Bun Scrambling was limited and participators
registered in advance. Festival souvenirs and crafts were popular among visitors as 38.3%
and 37.0% respectively purchased. There is not greater proportion of visitors (37.0%) who spent on accommodation for rest and continuously joined next day of the festival. Therefore, it can explain the Bun Festival is not significant for maximize the visitor’s expenditure.
35 4.2.6 Ways to Know about the Bun Festival:
Table 4.2.6 Ways to Know about the Bun Festival before Arrival
Ways Percentage (%)
Friends 40.4
TV programs 30.3
Newspapers and Magazine 24.2
Travel Agents 20.2
Hong Kong Tourism Board (HKTB)Website 20.2
Cheung Chau Rural Committee Website 5.1
Leisure and Cultural Services Department (LCSD) Website 5.1
Source: Questionnaire survey for this research
Table 4.2.6 indicated ways to know about the Bun Festival before arrival on visitors’
perception. Most of the visitors (40.4%) got the information of the Bun Festival through their
friends. It reflects that word-of-mouth is the most effective way to promote the Bun Festival.
For the other ways, TV programs, newspapers and magazine, travel agents and Hong Kong
Tourism Board (HKTB) Website were (over 20%) common ways to receive the information that were 30.3%, 24.2%, 20.2% and 20.2% respectively. Nevertheless, few visitors (5.1%)
got information from the organizers’ website including Cheung Chau Rural Committee
Website and Leisure and Cultural Services Department (LCSD) Website. Hence, the
organizers should enhance promotion of the Bun Festival especially their websites.
36 4.2.7 Satisfaction Level
Table 4.2.7 The Satisfaction Level about the Bun Festival
Items Satisfaction level
Most Dissatisfied Nature Satisfied Most Mean SD
dissatisfied satisfied *
(%) (%) (%) (%) (%)
Residents’ liveliness and friendly 3.1 13.3 33.7 35.7 14.3 3.45 1.00
Traditional culture and activities 5.1 19.2 35.4 29.3 11.1 3.22 1.05
Restaurants 6.1 20.2 28.3 36.4 9.1 3.22 1.07
Socialization 6.1 21.2 38.4 29.3 5.1 3.06 0.98
Overall experience 10.2 13.3 42.9 28.6 5.1 3.05 1.02
Shopping 11.1 21.2 39.4 23.2 5.1 2.90 1.05
Accommodation 12.2 21.1 48.9 12.2 5.6 2.78 1.00
Commodification 9.1 34.3 40.4 13.1 3.0 2.67 0.93
Transportation and Accessibility 19.2 35.4 33.3 9.1 3.0 2.41 1.00
* Features were rated on satisfaction level with ‘most dissatisfied = 1’ to ‘most satisfied = 5’.
Source: Questionnaire survey for this research
Since satisfaction level implicated the visitors’ expectations and pointed out future aspect of
the Bun Festival on visitors’ perception, satisfaction level is important index for sustainable
Bun Festival development. (Getz, 2005; Xie, 2004) The survey asked visitors to rank some of
the main features of Bun Festival on a satisfy scale (1-5). Table 4.2.7 showed the mean
ratings of perceptions during the festival, ranging from 1 (most dissatisfied) to 5(most
satisfied).
37 The overall experience was ranked with a mean of 3.05. Visitors enjoyed their experience at the Bun Festival with cultural performances and the residents’ liveliness. The residents’ liveliness and friendly was ranked very high with a mean of 3.45, showing that visitors satisfied by Cheung Chau community support. Both mean of traditional culture and activities and mean of restaurant (3.22) is the second highest. Therefore, visitors appreciated the cultural elements and the prepared food in the Bun Festival.
Shopping (2.90) and commodification (2.67) of the festival were not ranked low and mean of these 2 features were over 2.5. It reflects that the visitors were not antipathy, and also accepted the present situation on commercialization of cultural event as the 67.7 % visitors were not cultural orientated in table 4.2.1. Based on the result of visitors’ perception, commercial is a possible way for sustainable development.
Visitors expressed the most dissatisfied for transportation and accessibility of the festival
(2.41). Many visitors explained that the frequency of ferry was not enough and Cheung Chau
Island is far from cities, so it was low accessibility.
4.2.8 Suggestions for Future Development:
Table 4.2.8.1 Suggestions for Future Development Suggestions Percentage (%) Increase frequency of ferries 43.4 Increase media coverage 41.4 Increase craft souvenirs 34.3 Detailed introduction to the Bun 31.3 Festival Keep as is 16.2 Source: Questionnaire survey for this research
38 Table 4.2.8.1 lists the suggestions for future development in the Bun Festival. Surprisingly, the option of ‘Increase frequency of ferries’ was ranked the highest by visitors. Due to the event location in the Cheung Chau Island, it is low accessibility for visitors. According to
Wong and Yau (2009), Bun Festival 2009 attracted around 60,000 visitors, but table 4.2.8.2 showed that the First Ferry only offered 31,000 seats for passengers going to Cheung Chau.
Although the First Ferry had already increased the frequency of ferries between Central and
Cheung Chau with departure every 5 to 15 minutes (New World First Ferry Services Limited,
2010), it is not enough for a rise in number of visitors each year.
Table 4.2.8.2 The Estimation of First Ferry Service for Bun Festival 2009
Time Direction No. of Passengers
Central → Cheung Chau About 31,000
8:00am – 9:00pm Cheung Chau → Central About 27,000
Total About 58,000
Source: New World First Ferry Services Limited, 2010
In addition, 41.4% of visitors replied to increase media coverage. The result implied that the
Bun Festival were lack of promotion. Furthermore, visitors suggested increasing craft souvenirs (34.3%). At the same time, 31.3% of visitors would like to have detailed introduction to the Bun Festival as they found few resources to deepen their understanding and lack of interpretation made Bun Festival tradition difficult to appreciate, especially ritual activities. Over 16.2% of visitors replied ‘keep as is,’ meaning that the form of festival should make no changes in the future, and this indicates that they were satisfies with the current Bun Festival. Hence, authenticity is not an essential factor for visitors attending the
Bun Festival. The improvement of the festival was seeking.
39 4.3 Perception of Authenticity:
4.3.1 Perception of the Bun Festival Authenticity:
Table 4.3.1 Perception of Authenticity about the Bun Festival Activities and Items:
Bun Festival Activities and Items Perception of Authenticity
Authentic Inauthentic Do Not
(%) (%) Know (%)
Street Procession 58.6 25.3 16.2
Bun Scrambling Competition cum Prize Presentation 56.6 23.2 20.2
Ceremony
Local Food 55.6 19.2 25.3
Vegetarian period 49.5 23.2 27.3
Sword-thrusting and Spitting Ritual 48.8 23.2 28.3
Taoism blessings ritual 47.5 31.3 21.2
Summoning gods and sending back to temples 46.5 27.3 26.3
Lion dancing and opening ceremony 46.5 34.3 19.2
Huizhou Cantonese Opera 42.4 25.3 32.3
Thanking gods with Chaozhou big drums and 42.4 31.3 26.3 cymbals
Exorcism Ritual 39.4 31.3 29.3
Feeding the water ghosts ritual 38.4 22.2 39.4
Sending off flower boat ritual 38.4 23.2 38.4
Running the afternoon offerings for gods ritual 37.4 25.3 37.4
Source: Questionnaire survey for this research
40 Table 4.3.1 presents perceptions of authenticity about a variety of heritage programs
performed during the Bun Festival. Street Procession (58.6%), Bun Scrambling Competition
(56.6%) and local food (55.6%) were the top 3 majority of authenticity on visitors’
perception. Street Procession and Bun Scrambling are the exclusive and unique activities in
the Bun Festival. Nevertheless, drums performance, vegetarian period, lion dancing,
Cantonese opera are common programs of many traditional Chinese festival and even as part
of performances in business events in Hong Kong. Therefore, perceived authenticity of those
are less than perceived authenticity of Street Procession and Bun Scrambling.
Street Procession and Bun Scrambling are closely confirmed to the maximize authenticity condition in Getz (2005:168) For offering cultural goods and performance, characters of the
Street Procession are mainly dressed Chinese costumes as historical and mythical figures
(Cheung Chau HK, 2007; Hong Kong Museum of History, 2005) while the bun mountains in the Bun Scrambling competition are made by rigid frame and are covered by pieces of bamboo
and plastic bun (IDC, 2010a; IDC, 2010b; IDC, 2010c). The appearance of those is similar as
the original features. In addition, the themes of the Bun Festival are praying for peace and
health, and are glorying to the gods. For reflecting indigenous themes, Street Procession is used to thank the gods through playing the role of the gods. In the meanwhile, Bun
Scrambling is used to pray for peace through scrambling the buns. Moreover, Street
Procession and Bun Scrambling are valued by Cheung Chau residents. However, Street
Procession is well attended by the residents. The manufacture of floats and costumes, and
performing in the Street Procession are fully attended by Cheung Chau residents. (Cheung
Chau Rural Committee, 2009)
Generally, the research pointed out that the difference between perceived authenticity and inauthenticity was maximal. ‘Feeding the water ghosts ritual’, ‘Sending off flower boat
41 ritual’, and ‘Running the afternoon offerings for gods’ ritual’ in the Bun Festival received the
3 lowest score of authenticity (38.4%), (38.4%), and (37.4%) respectively. In the meantime,
those activities were over 35% proportion of ‘do not know’, which were ‘Feeding the water
ghosts ritual’ (39.4%), ‘Sending off flower boat ritual’ (38.4%), and ‘Running the afternoon
offerings for gods’ ritual’ (37.4%).
4.3.2 Relationship between Authenticity and Knowledge:
The visitor’s perception result showed that it has direct proportion between score of
authenticity and mean of knowledge. The colorful and lively programmes were attracted
more attention than the ritual activities, therefore visitors were more cognition in lively
performances such as Bun Scrambling Competition, Street Procession. At the same time, those lively performances were deemed high authenticity.
Contrariwise, visitors had few knowledge activities which are low percentage of perceived authenticity. As the literature review mentioned that it is difficult to judge authenticity for visitors who are lack of related histories and traditions knowledge including background and evolution. (Getz, 2005)
4.3.3 Aspect of the Bun Festival Development:
Based on du Cros (2001) and du Cros, et al. (2003), cultural event like the Bun Festival should consider sustainable development when the event copes with large amount of visitors.
Hence, it found out the possible sustainable aspect from the survey result.
Since the satisfaction level of traditional culture and activities was high, visitors were generally accepted few adjustment in the Bun Festival activities and items due to safety reasons.
42 The Bun Festival generated business activities like event sponsorship, increasing revenue of accommodations, retails, restaurants and so on. From above result, it reflects visitors’ perception on tolerance for commodification. As satisfaction level of commodification was not low, and visitors suggested addition of craft souvenirs, visitors were not antipathy, and also accepted the present situation on commercialization of cultural event.
In fact, the visitors were not very familiar in the Bun Festival histories and tradition according to table 4.2.2. The visitors needed more resources to know more detail of the Bun
Festival according table 4.2.8.1. The education is a necessary aspect of the event development. For instance, educational institutions should be involved to educate the visitors and do historically accurate interpretation especially rituals.
For the marketing of the Bun Festival, the promotion should be international to attract oversea tourists. When Hong Kong Tourism Board promotes the Bun Festival as a traditional festival, it should not only concentrate recreational visitors; it should also target the high cultural interest visitors.
43 Chapter 5 Conclusion and Recommendation
5.1 Conclusion:
The Bun Festival as a cultural event is for local communities to do rituals and for visitors to
experience and understand its tradition and culture. However, the majority visitors to the Bun
Festival were not cultural orientated. It is more appropriate to call them ‘recreational visitors’ whose relaxation and entertainment have been prioritized. Recreational visitors attached less important to cultural experience and education. Since most of visitors were not culture-core, they could not have factual understanding about tradition, culture, and the evolutions of the
Bun Festival although they gave higher score of knowledge on the Bun Festival. Therefore,
perception of authenticity is deviation with the actual authenticity. It is because visitors did
not comprehend the detail of evolution.
The survey research indicated that although visitors display a proactive attitude towards traditional culture and activities, the majority do not have the depth of experience to understand the more complex and intricate aspects of traditional culture. Bun Scrambling
Competition, Street Procession and food were ranked as highly authentic while Feeding water ghosts ritual, Sending off flower boat ritual, and Running the afternoon offerings for
gods ritual were viewed as inauthentic. An unclear image was indicated by superficial
knowledge of culture and ritual activities of the Bun Festival.
In general, visitors looked for a non-contrived culture presentation during the festival. The
authenticity is not an important motivation for visitors attending. The visitors wanted the Bun
Festival improvement to convenience them and minority visitors were satisfied with the
current Bun Festival. The survey reflects that visitors were not antipathy, and also accepted
the present situation on commercialization of cultural event.
44 5.2 Recommendation:
The HKTB and the organizers do not only focus on the Bun Scrambling and Street
Procession. Those should increase promotion for all parts of the Bun Festival program like ritual activities to raise awareness. Hence, the visitors may have greater interested in others activities except the Bun Scrambling and the Street Procession. It attracts more attention on the first day to the third day, enhances length of staying and increases visitors’ expenditure.
Although more of visitors accepted commercialization, the event organizers should also exploit the high level of cultural interest market. It is necessary to have historically accurate
interpretation in the Bun Festival. That is the possible way to help reduce visitors’
misconceptions, prejudgments, and biases. Therefore, the visitors can comprehensively
understand culture and the authentic Bun Festival in deep.
The event organizers and related parties should improve transportation arrangement and the
accessibility of the Bun Festival. The addition of the frequency of the ferries and the buses
are suggested to deal with increasing visitors every year. The special arrangements for the
elderly are also appreciated.
The event organizer should balance economical, sociocultural and environmental to achieve
sustainable development. In the study, it only pointed out the visitor’s perception of the Bun
Festival. For the further study, it investigates comments of local community on Cheung Chau
Island. Hence, it can balance both parties’ benefits to determine the most practical and
possible way for future aspect of the Bun Festival development.
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57 Appendix
Appendix 1: The Bun Festival 2009 Schedule from 30 April to 3 May, 2009 Date Event Detail Decided the event schedule The event held from 30 April to 3 May 2009 29 April 2009, Summoning Gods 迎神 Taoist welcomes Gods from 10:00am temples in Cheung Chau to Pak Ti Temple playground 29 April – 6 May 2009, Cantonese and Huizhou Opera 粵 3 days 4 nights, 7:30pm – 11:00pm 劇及海豐白字劇 Cantonese opera 4 nights Huizhou opera 29 April 2009, 9:00pm Sword-thrusting and Spitting Taoist prayed Ritual 開光儀式 29 April 2009, Vegetarian period 11:00pm - 3 May 2009, 0:00mn 30 April 2009, 1:00am Starting ‘Jiu’ 起醮 1 May 2009, 12:00nn Running the afternoon offerings for held at the Pak Ti Temple gods ritual playground (zou wuchao) 走午朝祭神 1 May 2009, 2:30pm Lion dancing and opening held at the Pak Ti Temple ceremony playground 醒獅麒麟點睛及剪綵酒會 1 May 2009, 6:30pm – Feeding the water ghosts ritual (ji aboard fishing boats riding 7:00pm shuiyou) 水祭 back and forth on the water off Tai Wan to feed the hungry spirits of people who lost their lives in the sea 1 May 2009, 8:00pm Taoism blessings ritual 道教祈福 Large ritual 大型喃嘸法事 儀式 and Chinese Acrobatics 雜 耍 held at Pak Ti Temple playground 1 May 2009, 8:30pm Performance Thanking gods with
58 Chaozhou big drums and cymbals潮州大鑼鼓參神 2 May 2009, 9:00am Sending off flower boat ritual Taoist processed (qianchuan)走船 2 May 2009, 2:00pm – Street Procession Float Procession 4:00pm Lion and Dragon Dancing 2 May 2009, 6:00pm – Exorcism Ritual 山祭超幽 Sacrifice and exorcise 3 May 2009, 0:30am ghosts Burn of paper effigies Thanks gods 3 May 2009, 0:00am Bun Scrambling Competition cum The competition, which Prize Presentation Ceremony organized with Leisure and Cultural Services Department (LCSD), held at Soccer pitch of Pak Tai Temple Playground. 3 May 2009, 0:00mn Finished Vegetarian period 開齋日 Go to pray and thanks 期 giving 3 May 2009, 9:00am Delivery the Buns Delivery ‘Ping An’ Buns to the public 3 May 2009, 2:00pm Welcome Gods back to temples 送 神回廟 Source: 2002 – 2009 Cheung Chau Rural Committee. (2009) and Cheung, S. W. (2005).
59 Appendix 2: The Detail Programmes of the Bun Carnival 2009
Date: 18/4 – 3/5/2009
Venue: Soccer pitch of Pak Tai Temple Playground, Cheung Chau
Date Time Event Details 18/4 (Sat) 2 pm to • About 150 participants to receive training on 5 pm bun-tower climbing provided by the Hong Kong 19/4 (Sun) 10 am to Mountaineering Union 5 pm Training on bun-tower climbing 25/4 (Sat) 10 am to • Participants of the Invitation Relay to receive 1pm training on bun-tower climbing provided by the Hong Kong Mountaineering Union
25/4 (Sat) 2 pm to Selection of • 12 finalists (including at least 2 female 6 pm finalists for participants) with the best time to be shortlisted the Bun for the Bun Scrambling Competition Scrambling Competition 26/4 (Sun) noon to Climbing • Demonstration of bun-tower climbing 6 pm Carnival techniques and safety measures by the Hong Kong Mountaineering Union • Bun Tower Climbing Fun Day (for groups of master, adult and youth) • Invitation Relay (5 persons per team)
o Public Utilities Companies in Islands District to take part in the competition (8 teams in total)
o Participating teams are required to attend the training on bun-tower climbing provided by the Hong Kong Mountaineering Union in the morning of 26 April
o The team to finish in the shortest time will be the winner • Game stalls (featuring the themes of the Bun Festival, climbing sport and publicity of the East
60 Asian Games) • Bun Tower Colouring Contest - Work of winners of this new colouring contest (for kindergarten students) will be displayed in the carnival • Variety show
2/5 (Sat) – 11:30 Bun Competition Events 3/5 (Sun) pm on Scrambling 1. Individual Event 2/5 to Competition 12:25 cum Prize • 12 finalists will take part in the Bun am on Presentation Scrambling Competition 3/5 Ceremony • Those who attain the highest scores in three minutes of bun scrambling will be the winner
2. Invitation Relay (3 persons per team)
• Teams from the neighbouring areas and groups from the Cheung Chau community will be invited to take part in the event (8 teams in total) • To compete by grabbing the designated buns as fast as possible
(Before the competition, participants are required to attend the training on bun-tower climbing provided by the Hong Kong Mountaineering Union)
Performance programmes
Performance programmes to be staged before the Competition cum Prize Presentation Ceremony Source: Leisure and Cultural Services Department (2009).
61 Appendix 3: Estimated Expenses for the Bun Festival 2008
Source: Island District Council (IDC) (2010d:5)
62 Appendix 4: Questionnaire
Questionnaire about the authenticity of Bun Festival in Cheung Chau Island: 關於長洲太平清醮的可信賴性問卷調查:
I’m the final year student from the Sheffield Hallam University. I’m doing the dissertation on a study of the authenticity of Bun Festival in Cheung Chau Island. Would you please spending few minutes to complete the questionnaire? Your opinions are valuable for the investigation of the study. Thank you for your help. 我是就讀雪菲爾哈倫大學最後一年的學生。我正在做一份關於長洲太平清醮其傳 統文化的可信賴性的論文。請您花幾分鐘時間去完成這份問卷。你的意見對這個 研究非常有價值。感謝你的幫忙！
Please tick the most suitable answers in the following questions. 請選擇最適合的答案回答以下問題。
Part A. Participant Situation of the Bun Festival in Cheung Chau Island: 甲. 對長洲太平清醮的參與程度:
1. Have you ever participant the Bun Festival in Cheung Chau Island? 你曾參加過長洲太平清醮嗎? □ Yes 有參加過 □ No 沒有參加過 (The questionnaire finished 問卷結束)
Part B, Opinions on Bun Festival in Cheung Chau Island: 乙. 對長洲太平清醮的建議:
2. Reasons for the Bun Festival visitation: (Can choose more than 1 item) 參加太平清醮的原因: (可選擇多於 1 個) □ Food 美食 □ Socialization 社交 □ Relaxation and Entertainment 消遣及娛樂 □ Enjoy atmosphere and enhance knowledge on local culture 感受及學習文化
63 3. Perception of authenticity about the Bun Festival activities and items: 對太平清醮活動其傳統的可信賴性的看法: Bun Festival Activities and Items Authentic Inauthentic Do Not 太平清醮活動 可信賴 不可信賴 Know 不知道 Summoning gods and sending back to temples 迎神和送神回廟 Huizhou Cantonese Opera 粵劇海豐白字劇 Sword-thrusting and Spitting Ritual 開光儀式 Running the afternoon offerings for gods ritual (zou wuchao) 走午朝祭神 Lion dancing and opening ceremony 醒獅麒麟點睛及剪綵酒會 Feeding the water ghosts ritual (ji shuiyou)水祭 Taoism blessings ritual 道教祈福儀式 Large ritual 大型喃嘸法事 Chinese Acrobatics 雜耍 Thanking gods with Chaozhou big drums and cymbals 潮州大鑼鼓參神 Sending off flower boat ritual (qianchuan)走船 會景巡遊 Street Procession Float Procession 飄色會景巡遊 Lion and Dragon Dancing 舞龍舞獅 山祭超幽 Exorcism Ritual Sacrifice and exorcise ghosts 驅趕幽魂 Burn of paper effigies 燒紙紮公仔 Bun Scrambling Competition cum Prize Presentation Ceremony 搶包山比賽 Vegetarian period 齋戒 Local Food 當地美食
64 4. Knowledge of the Bun Festival: 太平清醮的認知: (Evaluation scale from ‘0 = Do Not Know’ to ‘3 = Very Familiar’) (評估分數由 ‘0 = 不知道’ 到 ‘3 = 非常熟悉’) Bun Festival Activities and Items Knowledge Level 認知程度 太平清醮活動 Very Familiar Superficial Do Not Familiar 熟悉 淺薄 Know 非常熟悉 不知道 3 2 1 0 Summoning gods and sending back to temples 迎神和送神回廟 Huizhou Cantonese Opera 粵劇海豐白字劇 Sword-thrusting and Spitting Ritual 開光儀式 Running the afternoon offerings for gods ritual (zou wuchao)走午朝祭神 Lion dancing and opening ceremony 醒獅麒麟點睛及剪綵酒會 Feeding the water ghosts ritual (ji shuiyou)水祭 Taoism blessings ritual 道教祈福儀式 Large ritual 大型喃嘸法事 Chinese Acrobatics 雜耍 Thanking gods with Chaozhou big drums and cymbals 潮州大鑼鼓參神 Sending off flower boat ritual (qianchuan)走船 會景巡遊 Street Procession Float Procession 飄色會景巡遊 Lion and Dragon Dancing 舞龍舞獅 山祭超幽 Exorcism Ritual Sacrifice and exorcise ghosts 驅趕幽魂 Burn of paper effigies 燒紙紮公仔 Bun Scrambling Competition cum Prize Presentation Ceremony 搶包山比賽 Vegetarian period 齋戒 Local Food 當地美食
65 5. The amount spent on the Bun Festival: 於太平清醮中所花費的金錢: □ None (Please go to Question 7 請回答第 7 題) □ HK$1 - HK$100 □ HK$101 - HK$200 □ HK$201 - HK$300 □ HK$301 - HK$400 □ HK$401 - HK$500 □ Over HK$500
6. The items spent on the Bun Festival: (Can choose more than 1 item) 於太平清醮中花費在什麼事項上: (可選擇多於 1 個) □ Food 美食 □ Accommodation 住宿 □ Festival souvenirs 節日紀念品 □ Crafts 手工藝品 □ Participant fee of festival activities 節日活動參加費
7. The length of staying on Cheung Chau Island during the Bun Festival: 在太平清醮期間逗留於長洲時間: □ Half day 半日 □ 1 whole day 一整日 □ 2 days 兩天 □ 3 days 三天 □ 4 days (whole period) 四天(整個節日)
8. Way to know about the Bun Festival before arrival: (Can choose more than 1 item) 於參與太平清醮前,得知太平清醮的途徑: (可選擇多於 1 個) □ Friends 朋友 □ Travel Agents 旅行社 □ TV programs 電視特輯 □ Newspapers & magazine 報章雜誌 □ Hong Kong Tourism Board (HKTB)Website 香港旅遊發展局網站 □ Cheung Chau Rural Committee Website 長洲鄉事委員會網站 □ Leisure and Cultural Services Department (LCSD) Website 康樂及文化事務署
66 9. The satisfaction level about the Bun Festival: 對太平清醮的滿意程度: (Evaluation scale from ‘1 = Most dissatisfied’ to ‘5 = Most satisfied’) (評估分數由 ‘1 = 完全不滿意’ 到 ‘5 = 非常滿意’) Items 事項 Satisfaction level 滿意程度 Most dissatisfied Dissatisfied Nature Satisfied Most satisfied 完全不滿意 不滿意 一般 滿意 非常滿意 1 2 3 4 5 Overall experience 總體經歷 Traditional culture & activities 傳統文化&活動 Socialization 社交活動 Residents’ liveliness and friendly 當地人活力和友善 Restaurants 食肆 Shopping 購物 Transportation & Accessibility 交通&可達度 Commodification 商品化 Accommodation 住宿
10. Suggestions for future development: (Can choose more than 1 item) 對將來發展的見議: (可選擇多於 1 個) □ Increase craft souvenirs 增加手工藝紀念品 □ Detailed introduction to the Bun Festival 詳細介紹太平清醮的資訊 □ Increase frequency of ferries 增加船隻的班次 □ Increase media coverage 增加媒體的宣傳報導 □ Keep as is 維持原狀
67 Part C. Personal Information: 丙. 個人資料:
11. Gender 性別: □ Male 男 □ Female 女
12. Age group 年齡組別: □ 18-25 years old 歲 □ 26-44 years old 歲 □ 45-64 years old 歲 □ 65 years old or above 歲或以上
13. Visitor arrivals by country / territory of residence: 居住國家/地區: □ Hong Kong Residents 香港本地居民 □ The mainland of China 中國內地 □ Taiwan 台灣 □ Macao 澳門 □ South & Southeast Asia 南亞及東西亞 □ North Asia 北亞 □ America 美洲 □ Europe, Africa and the Middle East 歐洲, 非洲及中東 □ Australia, New Zealand and South Pacific 澳大利亞, 新西蘭及南太平洋
14. Educational level 教育程度: □ Primary and below education 小學及以下程度 □ Secondary / Matriculation education 中學 / 預科程度 □ Tertiary or above education 專上或以上程度
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