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Case Study on Bun Festival in Cheung Chau

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Case Study on Bun Festival in Cheung Chau 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
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