| Summary: | 碩士 === 元智大學 === 社會暨政策科學學系 === 98 === In recent years, attention in the government to promote tourism and cultural preservation policy, combined with local tourism have shaped the cultural "Art Festival", "Cultural Festival", "Celebration" and other festive events, to the local characteristics of culture as a marketing means of centripetal force in addition to unite local residents, but also to attract foreign people to the local tourism, promote the overall development of the ground.
Taoyuan City Office in 2007 to 2009, stated that "Earth God Festival" as the use of place marketing strategy, therefore, in this study as a study for its object, through the "historical literature" and "depth interviews" and other qualitative the analysis and research methods, which covers the cultural context of the god belief, Earth God, Taoyuan City, the emergence and promotion of cultural festivals, god beliefs, cultural values and local knowledge of marketing, SWOT analysis and then to explore the Earth God as Local Taoyuan City characteristics and future prospects of the possibilities.
God belief has strong historical, cultural background and the spirit of the Earth God's heritage from the folk belief, and deep into the lives of the general public context. The Taoyuan City Office found that god beliefs and cultural values, the use of "cultural festival" Celebration in the form to carry forward, I hope people can understand this had existed back in the folk beliefs, cultural beliefs through the Earth God and the activities of the census the process, so that people begin to understand the small place and about the related performances of traditional culture, re-examine the spiritual and cultural significance of god, in order to stimulate the community as a whole to create, so that each local residents have become the human god, the centripetal force of cohesion in order to protect local and stimulate the attractiveness and value of the local show.
Finally, the expected results of this study provide Taoyuan city hall and local organizations in the promotion of culture god some of the suggestions and reference direction.
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