與族群有關之觀光節慶活動在內容、形式與過程上如何自我展現並獲致預期之文化、經濟或社會目的，值得更多深入探討。本研究主要是針對族群意識如何在活動中形成與展現？以及族群意識在一個觀光節慶活動中所具有的觀光與族群發展作用？進行探討。研究採用田野觀察和深度訪談之質性研究方法，針對2006、2007 年在苗栗縣三義鄉舉辦之第五、六屆之客家桐花祭進行觀察。研究發現，客家文化並未在該活動中有良好的展現，其對遊客之吸引力尚不及於油桐花。而此類以族群為名之慶典活動，若想讓遊客與居民具有深切的文化體會，主辦單位必須必須持續藉由村落營造、意象統合與氛圍醞釀等方式，促使族群意識、節慶活動與觀光發展三者間產生協同靈動的加乘效果。

It needs more deep-going researches in ethnical festivals to realize how they achieved their goals of culture, economy and society by the presentation of contents, forms and procedures. The study tried to know how the ethnicity of ethnical festivals was practiced and presented in their activities and how it had been an agency to facilitate tourism and ethnic developments. Our fieldworks were focusd on the fifth and sixth fastivals of Hakka Tung Blossom festival at Sanyi in Maioli County in 2006, 2007. According to the knowledge tradition of ethic consciousness and festival tourism, we interviewed local government officials, shop owners and tourists. The study found that Hakka culture has not been presented outstandingly. The charming of Hakka culture was less than Tung blossom’s. Furthermore, host units need to create synergies among ethic consciousness, festival activities and tourism development by ways of villege building, image integrating and atmosphere cultivating to foster deep experiences for tourists and inhabitants.