The study of tourism economic benefits and consumer behavior on the religion culture festival activities and its innovation marketing strategies management from the Dajia Jenn Lann Temple, Beigang Chao Tian Temple, and Lugang Tin Hau Temple as examples

摘要

It is indicated that Mazu circles the boundary to be honored as one of three big religious activities in the world (Discovery Channel, 2010). The religious festival brings Taiwan's vigorous development on the tourism culture industry for locals as well as on the tourism economic efficiency. The goal of this research is to analyze the differences on the religious event celebrations which conducts the religious culture characteristics and economic efficiency between the Dajia Jenn Lann Temple, Beigang Chao-Tian Temple, and Lugang Tin Hau Temple as well as understanding the innovation marketing strategies, services and applications. Besides, this research also aims to understand the visitors' motivation and the motivation on the repeated visitors.