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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86036
標題: | 宗教文化旅遊與在地農產品行銷之研究-以北港朝天宮與北港大街為例 Religious Tourism and Marketing of Local Agricultural Products: A Case Study of the Beigang Chaotian Gong and Beigang Main Street |
作者: | Mei-Lan Huang 黃美蘭 |
指導教授: | 王驥懋(Chi-Mao Wang) |
共同指導教授: | 王俊豪(Jiun-Hao Wang) |
關鍵字: | 北港朝天宮,北港大街,雲林縣,宗教文化旅遊,在地農產品行銷, Beigang Chaotian Temple,Beigang Street,Yunlin County,Religious and Cultural Tourism,Marketing of local agricultural products, |
出版年 : | 2022 |
學位: | 碩士 |
摘要: | 北港朝天宮擁有悠久的媽祖文化歷史,而雲林縣則是臺灣最大的農產品生產與銷售的農業縣。在臺灣眾多宗教信仰文化當中,彼此的競爭與推廣是有相當大的壓力,而農產品的銷售更是臺灣各縣市彼此之間的競爭優勢。 本研究將尋找出北港朝天宮的傳統優勢,並嘗試結合北港大街銷售據點,從促進觀光旅遊的角度,找出能夠繼續發揚北港朝天宮的文化優勢,同時也能帶動北港大街的銷售業績,進而提高雲林縣農產品的生產與銷售。 研究結果顯示,影響北港朝天宮的四種構面中,宗教地位的「悠久歷史」、「普遍認同」與「領導地位」獲得所有訪談者認同;媽祖文化城市的「觀光行媽祖廟」也獲得訪談者較高的認同;農業產品的「產品多樣化」與「在地產品特色」也獲得訪談者高度的認同。宗教文化旅遊中的「擁有豐富資源」與「具有豐富景點」,以及,媽祖文化城市中的「媽祖文化博物館」、「媽祖文化產業」、「媽祖文化學校」與「媽祖文物」,在受訪者中較低於前述的影響因素。本研究也發現,受訪者對於媽祖文化學校的認同度較低,表示辦學對於北港朝天宮在北港大街與農產品行銷的關聯度不高,雖然受訪者建議採用建教合作方式,但北港朝天宮需要深思熟慮並評估與在地農產品行銷的效益。 從上述的結果,研究者提出北港朝天宮在宗教界與北港大街的營運策略,未來期望能帶動北港朝天宮在宗教文化貢獻與有效提升雲林在地農產品經濟效益。 Beigang Chaotian Temple has a long history of Mazu culture, while Yunlin County is the largest agricultural county in Taiwan that produces and sells agricultural products. Among the many religious beliefs and cultures in Taiwan, there is considerable pressure on competition and promotion, and the sales of agricultural products is a competitive advantage among Taiwan's counties and cities. This article will seek out the traditional advantages of Chaotian Temple in Beigang, and try to combine the sales base of Beigang Street. From the perspective of promoting tourism, find out the cultural advantages that can continue to carry forward the Chaotian Temple in Beigang, and at the same time, it can also drive the sales performance of Beigang Street, thereby improving Production and sales of agricultural products in Yunlin County. This research uses in-depth interviews to seek advice from experts and interviews with stores in Beigang Street to establish a promotion model of joint marketing of religious and cultural tourism and local agricultural products. It is hoped that the results of the research will give full play to the advantages of Beigang Chaotian Temple, drive the sales performance of agricultural products in Beigang Street, promote the number of tourists in Yunlin County and Beigang Town, and finally improve the traditional agricultural products in Yunlin County. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86036 |
DOI: | 10.6342/NTU202203415 |
全文授權: | 同意授權(全球公開) |
電子全文公開日期: | 2022-09-26 |
顯示於系所單位: | 生物產業傳播暨發展學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
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U0001-1409202221362600.pdf | 3.04 MB | Adobe PDF | 檢視/開啟 |
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