Pei-Wen Huang

1. 此簡報可能會牽涉到聽眾的討論活動，也就是所謂的執行項目。因此在進行簡報時﹐可充份利用 PowerPoint 來記錄這些執行項目： • 於投影片放映狀態按下滑鼠右鍵 • 選取〔會議記錄簿〕 • 選取〔執行項目〕標籤 • 將出現的意見都記錄於此 • 按下〔確定〕以結束此對話方塊 • 在簡報進行到最後時﹐PowerPoint將會自動的建立一個執行項目投影片﹐並將你所記錄的內容顯示在該投影片上 An Exploration of the Relationships Among Social Representations, Social Networks and Residents’ Leisure Involvement in the Context of Community Festivals: A Case of the Lotus Festival in Baihe City, Taiwan Pei-Wen Huang

2. Introduction • In recent years, there has been considerable interest in the utility of the concept of involvement for better understanding aspects of recreation behavior. • Stokowski (1994) suggested that leisurewould be affected by social networks and social meanings of leisure activities. • The purpose of this study is to identify the relationships among social representations, social networks, and residents’ leisure involvement

3. Festivals • Festivals are not only sound recreational activities for people, but also may mean increased prosperity for a local economy through tourism (Burr, 1997) • According to Burr (1997), there is considerable evidence supporting the importance of building and strengthening relationships within a community in order to facilitate successful festivals and special events.

4. Social Representations • Social representations are not simply attitudes, opinions, or values, but are theories about the world that are involved in the discovery and organization of social reality (Moscovici, 1973). • It is suggested that we possess a hierarchy of social representations that contain ideas, information, and concepts concerning particular locations or events(Hubbard, 1996).

5. Social Networks Interactional criteria:the frequency of communication, the type and content of the relationship, whether ties are reciprocal, and the extent to which ties are intense and durable. • Structural measures:the size of the network, network density, clusterability. • The networks approach reoriented research efforts to consider how social ties within communities fostered the grouping behaviors typically seen at recreation places (Stokowski,1992).

6. Leisure Involvement • Leisure involvement refers to how we think about our leisure and recreation, and it affects our behavior as well. • Social-psychological involvement is a state of motivation, arousal, or interest with regard to a product, an activity, or an object . • Behavioral involvement was defined as time and/or intensity of effort expended in pursuing a particular activity.

7. Hypotheses • Both categorizations and shared representations influence the processing of new information and affect attitudes and behavior (Moscovici, 1981) • Hypothesis 1: The social representations will positively affect residents’ leisure involvement.

8. Hypotheses • People live in complex social worlds and maintain simultaneous relationships with family, friends, neighbors, colleagues, and others in their personal and home communities. Some of these ties are likely to influence leisure choices or behaviors(Stokowski, 1992). • Hypothesis 2: The social networks will positively affect resident’s leisure involvement.

9. Hypotheses • Leisure should not be viewed as a separate sphere, as again, it is all pervasive, touching many aspects of people’s lives, and would be affected by the interaction of social factors such as social networks and social representations. • Hypothesis 3: The social networks will moderate the effect of social representations on residents’ leisure involvement.

10. Study Framework Social networks Social representations Resident’s leisure involvement

11. Scope of Research • This research focuses on the study of community festivals, and examines the case of the Lotus Festival in Baihe City, Taiwan. • The Lotus Festival, started in 1995 and sponsored by the Lentan community development association. • The scope of this research is the Lentan community with a population of approximately 1200 people.

12. Sampling, and Data Gathering • In April and May of 2003, using a door-to-door investigation method, surveys were handed to 102 local residents met at the Lentan community area. • Ninety-one surveys were returned of which 80 were valid for an overall response rate of 78.4%.

13. Measuring methods: Resident’s social-psychological leisure involvement • The Leisure Involvement Scale is revised from Kim, Scott, & Cromptom’s (1997) Social Psychological Involvement Scale. It contains 6 items and the score is based on Likert's 5-point measurement.

14. Resident’s behavioral involvement • Times that resident has attended / Resident’s living years in Baihe = Density of participation.

15. Social representations • The Social Representation Scale is revised from Ginges and Cairns’s (2000) Social Representation Scale（It contains three dimensions—definition, function, and implementation evaluation）and retouched by 20 festival experts attended the 2002 IFEA (International Festivals & Events Association) Las Vegas Convention and Session. The score is based on a Likert 5-point measurement.

16. Social networks • a. The number of close friends and relatives the resident has. • b. The number of social groups the resident participated.

17. Control Variables • Several studies have shown that a participant’s socio-demographic characteristics will affect the extent of leisure involvement (Madrigal, Havitz, & Howard, 1992; Wiley, 1995). • this study manipulates a participant’s socio-demographic characteristics as control variables that include gender, marital status, age, education, residence, and income.

18. Results • Of the 80 residents sampled, 66.3% were males and 90% were married. Participants 50 years old or older made up the largest age cohort at almost 40%. Most of the participants were junior high school educated (almost 68.8%). Of the residents sampled, almost 87.5% had been living in Lentan for 20 years or more. About 62.5% of the participants’ total household annual incomes were less than NT$350,000.

19. Items Factor1 Communality 4. I plan to attend the Lotus Festival in the future .823 .677 2. I can say the Lotus Festival interests me a lot .809 .654 6. I would like to recommend the Lotus Festival to friends .777 .604 1. For me, the Lotus Festival is really a pleasure .768 .590 3. I attach great importance to the Lotus Festival .723 .523 5. Attending the Lotus Festival is a bit like giving a gift to myself .574 .329 Eigenvalue 3.378 Proportion of variance accounted for 56.294 Alpha .8375 Table 1: Factor Analysis for Leisure Involvement Scale (N=80)

20. Items Factor1 Factor2 Factor3 Factor4 10 .852 .110 5 .812 .190 4 .762 -.106 .222 13 .750 .282 12 .734 .240 .114 11 .721 .103 .305 .179 27 .663 .259 22 .516 -.184 .465 .225 23 -.138 .862 -.172 24 -.168 .841 19 .834 -.184 20 .831 -.140 18 .757 -.210 26 .319 .760 3 .704 25 .691 .280 1 .405 -.241 .560 .177 21 .170 .807 17 .126 -.134 .165 .767 2 .247 -.326 .218 .676 Alpha .8951 .8914 .7256 .7462 Cumulative proportion of variance accounted for 65.203

21. Baseline Model 1 Model 2-1 Model 2-2 Model 3-1 Model 3-2 Variables Group Friend Group Friend Control Variables ※ ※ ※ ※ ※ ※ Constant 21.181*** -.237 -.311 -.348 -19.137 -3.678 Community identity (F1) .264* .267* .266* .385 .071 Implementation evaluation (F2) -.041 -.040 -.036 .423 .063 Leisure & socializing (F3) .610** .612** .611** 1.135** 1.071** Economic benefit (F4) .225 .222 .217 .352 .308 Social network .048 .007 5.789 .139 F1*G; F1*F -.125 .008 F2*G; F2*F -.380 -.005 F3*G; F3*F -.402* -.022 F4*G; F4*F -.100 .002 R2 .079 .462 .463 .463 .502 .489 R2 Change .383 .001 .001 .039 .027 F 1.038 5.917*** 5.325*** 5.321*** 4.295*** 4.089*** F Change 12.275*** .137 .116 1.249 .840

22. Baseline Model 1 Model 2-1 Model 2-2 Model 3-1 Model 3-2 Variables Group Friend Group Friend Control Variables ※ ※ ※ ※ ※ ※ Constant .489* -.360 -.385 -.439 -.261 -1.272* Community identity (F1) .001 .002 .002 -.019 .008 Implementation evaluation (F2) -.017 -.016 -.013 -.007 -.005 Leisure & socializing (F3) .038* .038* .038* .075* .060 Economic benefit (F4) .023 .022 .017 .011 .031 Social network .016 .005* -.090 .058* F1*G; F1*F .013 -.001 F2*G; F2*F -.009 -.001 F3*G; F3*F -.018 -.001 F4*G; F4*F .006 -.001 R2 .139 .304 .319 .362 .367 .401 R2 Change .165 .015 .058 .048 .038 F 1.962 3.013** 2.897** 3.508** 2.474** 2.850** F Change 4.091** 1.515 6.193* 1.210 1.026

23. Conclusions • The social representations and social networks will positively affect resident’s leisure involvement. The social networks will moderate the effect of social representations on residents’ leisure involvement. • The close friends and relatives variable was better than the social groups in predicting the resident’s leisure involvement was similar with Eckstein’s (1983) research.

24. The number of social groups moderated the effect of the leisure & socializing factor on the social- psychological involvement. This finding is inspiring for future studies. • The festival organizing committee may be able to determine what to do to enforce the factors of social representations or social networks to facilitate residents’ involvement.

25. New research could address other festivals prior to reaching a theoretical adaptability for the social representations and the social networks theories in the community festival context. • Other researchers may use different indicators of social networks, such as network density and relational distance, to identify the effect of social networks on the residents’ leisure involvement.