| Summary: | 碩士 === 南華大學 === 管理科學研究所 === 93 === In 1994, the Council for Cultural Affairs of Republic of China (ROCCCA) promoted the policies towards community empowerment and intended to reconstruct the perfectible cultural industry, which are merged with community consciousness and cultural tourism. Nowadays, due to the era of the experience economy, the consumers attend to their impressions for the purchases. Therefore, this study was proposed to investigate the trading areas around the Fong Tian Temple in Singang Township in terms of the viewpoint of marketing strategy, and surveyed the consumers'' experiences of the trading areas, as well as the local residents'' participation attitudes to the cultural industries towards Mazu. The consequences of this study are specified as below:
1. The major purpose of consumers'' visit to Singang Township is for tourism and religion. Furthermore, the occasion of religious activities, the traditional snacks, and the flourishing exchanges of arts and cultures made the profoundest impressions on the consumers.
2. The local residents and merchants participated in the religious activities with enthusiasm, that is, they did not only participate in the activities of incense offering itineraries, but also participated in the activities of inspection tours on 15, January of the Lunar calendar for each year.
3. According to the consumers with different residences and educational backgrounds, there are significant differences among their viewpoint about the marketing strategies. Moreover, the consumers with different educational backgrounds possessed significantly different viewpoints about the perceptions of image trading area, as well as the consumers'' experiences. Additionally, due to the detail demonstrations in this study, marketing strategies, perceptions of image trading area correlated significant influences with consumers'' experiences. It illustrated that the higher the consumers'' perceptions of image trading area, the more the consumers'' experiences.
4. According to the residents and merchants with different educational, residences and occupations, there are significant differences among their viewpoint about the variable of marketing strategies. Moreover, the residents (merchants) with different ages and residences possessed significantly different viewpoints about the variable of perceptions of image trading area, as well as the participation attitudes among the residents (merchants) with different ages, educational backgrounds, and residences. Additionally, due to the detail demonstrations in this study, marketing strategies and perceptions of image trading area correlated significant influences with participation attitudes.
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