An Investigation into Using Cultural Assets on Cultural Tourism-A Case Study of Developing TCM Tourism in Dadaocheng

• Main Authors: CHENG,HSIU-MIN, 鄭秀敏
• Other Authors: Yung-Neng Lin, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/n9hu9s

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 106 === The purpose of this study is to explore the method of using Traditional Chinese medicine(TCM) cultural assets on cultural tourism. It is necessary to take stock of potential TCM cultural assets, examine the past development of TCM culture in Dadaocheng, and link these assets with the local tourism resources. Then analyze what are the advantages and disadvantages of developing TCM tourism, and how to market and manage these TCM cultural assets? The researchers mapped the TCM cultural assets first and planned the tourist routes. Then invited local business owners, organizations, and travel agencies to give their advices to realize the feasibility of the plan. In addition, the Organization for Economic Cooperation and Development proposes a model of “culture, tourism, attractiveness and competitiveness” (OECD, 2009), which believes that a destination may have a certain comparative advantage based on its inherited assets and its ability to transform the basic inherited factors into created assets with a higher symbolic or sign value which may then be translated into higher market values. Destinations have to organize their resources in the most efficient way to produce competitive advantage in the tourist market. Therefore, this study uses this model to inquire how much TCM cultural assets in Dadaocheng(Endowed assets), whether the inherited factors are transformed, and whether they have been managed and marketed in good way. Finally, use SWOT analysis to evaluate the strengths, weaknesses, opportunities and threats of developing TCM tourism. The study found that Dadaocheng have rich endowed assets and people have willingness to create assets, but they are still trying various methods, such as creating new products and hosting festival activities. To develop TCM tourism, it is suggested that combining with topics that foreign tourists easy to understand, such as: architecture, tea sipping, etc. For those who are new to Dadaocheng, it is better to introduce the history of Dadaocheng at first, then lead up to TCM culture, that the people will more easily to understand.