| Summary: | 碩士 === 東方設計大學 === 文化創意設計研究所 === 106 === Temple fair cultural activities are an important part of traditional folk beliefs in Taiwan, as well as a form of leisure and tourism cultural industry with local features. Both big and small temples are crowded with people and found everywhere in Taiwan. Temple fair cultural activities of various sizes are held every month. However, temple fair cultural activities have branched out to the temple fair parade formation of pilgrimage procession, which frequently leads to such issues as damaged environment, traffic jams, annoying noises, and even fires or accidents. All these issues have resulted in many complaints from the residents living in those activity areas. The Tainan City government sends personnel to educate the people of the temples that will participate in the temple fair before the pilgrimage procession in order to minimize the potential disturbances due to the aforementioned issues. They remind them to reduce the use of firecrackers and avoid making noise after 10 p.m. All the temples have gradually reached a balance between traditional customs and modern living after many experiences with temple fair pilgrimage processions. Through brainstorming practices, some special celebrations have been developed to celebrate traditional festivals.
We used evidence-based research based on our literature review to organize related references and implement in-depth interviews through the evaluation grid method (EGM). Twelve active individuals who were highly involved in the activities of Tainan City’s traditional temple fair pilgrimage procession were interviewed, and the interview results were developed into the attractiveness evaluation grid and classified into the following six groups of primary attractive factors: “cultural inheritance”, “environmental protection issues”, “cultural creative temple fair”, “tourism experience”, “religious belief”, and “educational meaning”; in total, 14 solid attractive factors and 14 abstract attractive factors were applied to design the items of the questionnaire. In the second stage, we carried out the survey by questionnaires for further validation. As the study results indicated, the attractiveness influencing the temple fair cultural activities included “cultural inheritance”, “owned environmental protection concept”, “combined with festival activities”, “combined with cultural creativity”, indicating that the quality of the traditional temple fair pilgrimage procession activities can be improved if combined with the above factors, giving the citizens of Tainan City different perceptions about temple fair pilgrimage procession activities. Therefore, people would be more likely to support traditional temple fair pilgrimage procession activities. According to the research results, brand image is positively influenced by innovative quality and environmental protection issues. Innovative quality is also positively influenced by environmental protection issues. Furthermore, the majority of the participants in Tainan City’s pilgrimage procession activities are aged between 16~45 years old, which is worth to exploring. The innovative activities planned for the Tainan City pilgrimage procession activities are more attractive than the firecracker display since people have recognized the uniqueness of the innovative pilgrimage procession activities. All people enjoyed the experiences of the innovative Tainan City pilgrimage procession activities.
Traditional temple fairs are usually characterized by the stereotype of firecrackers, noises, and mess. With the improvement of innovative and creative Tainan City traditional temple fair pilgrimage procession activities, the quality of temple fair pilgrimage processions can be upgraded so that citizens will better accept the activities of temple fair pilgrimage processions so that a balance can be found between cultural conservation and environmental protection related issues.
Keywords: Festival activities, attractive factor, evaluation grid method, pilgrimage procession cultural activities
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