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    題名: 節慶活動與地方產業之研究－以新港奉天宮媽祖文化季為例
    其他題名: The Study of Festivals Activities and Local Industries--An Example from Mazu Cultural Festival in Fengtian Temple, Xingang
    作者: 楊宗毅
    YANG, TSUNG-YI
    貢獻者: 文化創意事業管理學系
    趙家民;賴文儀
    CHAO, CHIA-MING;LAI, WEN-YI
    關鍵詞: 節慶活動;文化創意及文創產業;地方產業;體驗行銷;新港奉天宮
    Festivals;Cultural and Creative Industries;Local Industries;Experience Marketing;Xingang Fengtian Temple
    日期: 2022
    上傳時間: 2022-08-30 13:12:34 (UTC+8)
    摘要: 　　新港奉天宮媽祖文化季自國曆1月1日起跑，直到5月底結束，活動期間歷經5個月，節慶活動對媽祖信仰文化的延續十分重要，它所帶來的人潮雖然對提升帶動地方發展有正向的助益，相對的也有其缺點可以改進，本研究透過文獻回顧及資料蒐集，整理出節慶活動、文化創意及文創產業、地方產業、體驗行銷等相關文獻，設計出訪談大綱，藉由質性研究方法中的訪談法，探討奉天宮舉辦媽祖文化季對地方產業之影響，並針對訪談資料及蒐集文獻進行整理與分析。　　研究結果顯示新港奉天宮舉辦媽祖文化季帶來大量的人潮，對地方產業很有幫助，地方產業也必須與時俱進，從店面、包裝及產品口味上做改變，來迎合新世代的遊客，而舉辦節慶活動常伴隨著噪音及空氣汙染，期盼爆竹煙火施放量能逐年降低，降低對環境產生的衝擊。 　　最後研究提出具體的建議，希望能減少節慶活動所產生噪音及爆竹煙火施放量，降低對活動對環境衝擊，地方產業能全面革新，跟著時代一起進步演進，還有節慶活動能結合在地教育，讓奉天宮媽祖信仰文化能夠向下扎根，供新港奉天宮及地方產業進行節慶活動準備工作及後續研究者研究參考。
    　　Xingang Fengtian Temple Mazu Cultural Season starts from January 1st of the national calendar and ends at the end of May. The event lasts for 5 months. The festival activities are very important to the continuation of Mazu belief and culture. Although the crowds it brings are positive for promoting local development This research has its own advantages and disadvantages, which can be improved. Through literature review and data collection, this study sorted out relevant literature on festival activities, cultural creativity and cultural and creative industries, local industries, and experience marketing, and designed interview outlines. The interview method in the qualitative research method explores the influence of the Mazu cultural season held in Fengtian Palace on the local industry, and organizes and analyzes the interview data and collected literature.　　The results of the research show that the Mazu Cultural Festival held at Fengtian Temple in Xingang has brought a large number of people, which is very helpful to the local industry. However, the local industry must also keep pace with the times and make changes in storefronts, packaging and product tastes to cater to the new generation of tourists. , and the holding of festivals is often accompanied by noise and air pollution. It is expected that the amount of firecrackers and pyrotechnics will be reduced year by year, reducing the impact on the environment. 　　Finally, the research puts forward specific suggestions, hoping to reduce the noise generated by festival activities and the amount of firecrackers and fireworks released, reduce the impact on the environment of activities, local industries can be comprehensively innovated, progress and evolve with the times, and festival activities can be combined with local education, Let Fengtian Temple's Mazu belief culture take root downwards, which can be used as a reference for Xingang Fengtian Temple and local industries to prepare for festival activities and follow-up researchers.
    顯示於類別:[文化創意事業管理學系] 博碩士論文

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