在21世紀的今天，人們出發去旅行的動機，再也不是單純為了觀光景點或餐飲美食，而是以當代藝術作為崛起的觀光元素，成為新世代的旅行主要目的，散落世界各地的藝術祭、音樂節、公共裝置、大師建築、藝術活動，成為旅人們計畫下一趟旅程的主要目標。主動前往音樂節、藝術祭、美術館、博物館欣賞，以增進藝術化的生活涵養。在目前全球化的時代下，世界各地皆以透過具節慶活動來打造城市觀光，接軌國際性節慶並銜接在地特性。雖然，節慶對國外而言，已有許多節慶活動，如：德國慕尼黑的啤酒節、英國的愛丁堡國際藝術節以及巴西的嘉年華等以上節慶活動，除了凸顯在地文化外，也讓節慶活動注入文化加以傳承。各地城市推行節慶活動，也是希望節慶活動成為城市特色。本研究將世界上著名的文化藝術節慶及音樂祭以訪談的方式來作以研究，以城市原先在眾人眼中的形象和節慶活動，來分析可能影響遊客前往參加的主要因素。希望能增進旅人於藝術領域知識的整合，以及善用多元媒介提升藝術生活的素養，更能藉由結合自助旅行的規畫，提升對藝術與文化的學習動機。 Today in the 21st century, people’s motivation to travel is no longer purely for sightseeing spots or food and beverages, but for contemporary art as a rising tourism element, which has become the main purpose of travel for the new generation. Art festivals, Music festivals, public installations, master buildings, and art events have become the main targets for travelers planning their next trip. Actively go to music festivals, art festivals, art galleries, and museums to appreciate in order to enhance artistic life. In the current era of globalization, all parts of the world are creating urban tourism through festivals, in line with international festivals and local characteristics. Although there are many festivals in foreign countries, such as: the Oktoberfest in Munich, Germany, the Edinburgh International Arts Festival in the United Kingdom, and the Carnival in Brazil, which not only highlight local culture, but also let festival activities inject Culture is passed on. The implementation of festivals in cities around the world also hopes that festivals will become the characteristics of the city. In this study, the world's famous cultural and art festivals and music festivals are researched through interviews, and the main factors that may affect tourists' participation are analyzed based on the city's original image and festival activities in the eyes of the public. It is hoped that it can enhance the integration of travelers' knowledge in the field of art and make good use of multiple media to enhance the quality of art life. Moreover, by combining the planning of ...