The Impact of Religious Marketing Activities on Development of Tourist Industry - An Example of Jin-Tang Dian, Jia-Li District, Tainan City

• Main Authors: SU, CHING-CHIN, 蘇清進
• Other Authors: Gin-lai Lee
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5dp7h2

碩士 === 台灣首府大學 === 休閒管理學系碩士班 === 106 === In recent years, "tourism" has become the most promising industry in Taiwan. Local council has attempted to advance tourism combined the development plans with the local traditions and vary kinds of festivals in order to promoting the city. Not just having sufficient funds, it is necessary to coordinate the resources of manpower, material resources, and other resources in organizing the local festivals. As a result, religious recreation with a local culture has been booming. Religious leisure tourism, therefore, with limited resources, the local brand positioning, fame, tourism festivals marketing strategy is particularly important. According to the theory of marketing, this study uses the influence of religious culture on the development of regional tourism with literature analysis and in-depth interview, and combination of marketing mix and SWOT analysis. The investigation selects ‘Jiali Jin-Tang Dian’ as the case to further exam its influence with vary festivals on the local tourism development. Twelve participants have been chosen for in-depth interviews with semi-structures questions including the event organizers from Jin-Tang Dian, and the representatives from local nearby industries (such as elected representatives, popular street food owner and so on). The interview findings were analyzed with the secondary documents in order to have better and comprehensive understanding of the influences of religious and traditional festival activities on local tourism development. The research finds that Jin-Tang Dian is located in the center of Jia-Li district, so the better and smooth traffic should be improvement as priority task. Also this study suggests that Jin-Tang Dian should coordinate with local council and apply social media for advertisement as well as popular street food for attraction to promote the activities and increase the volume of visitors. Regarding the encouragement of local tourism, special street food (e.g. beef soup, sticky tofu, and meatball), flower seasons tourist factories, and pastures should be formed as ‘One Day Trip Zoon’. In the future, this study suggests the festivals organizer should seek for the event sponsors and the additional resources for the creation of the relevant literature and cultural goods. Therefore, Jia-Li region should integrate different religious actives, promote sightseeing with nearby attractions and local popular street foods, and occasionally hold large-scale events (e.g. international candy festival, Jia-li shopping festivals) and apply social media power to promote the activities. Others, such as work with travel agencies and travel workshops, will be the good method to increase the motivation of traveling.