| Summary: | 碩士 === 逢甲大學 === 景觀與遊憩研究所 === 98 === In the Shin-Gang Township, there are class I, class II, and class III historical monuments, where the numbers of historical monuments are the top in Chia-Yi County, Taiwan. The Phon-Tien Temple, a nationwide well known sacred religious place where over three million worshipers come to visit every year, has provided excellent conditions to develop religious culture tourism. In order to understand those who come to visit and worship, this study has focused on the analyses of their perceptions and participation attitudes towards the Ma-Zu culture and the relationship between them as well.
This study has conducted a questionnaire survey on tourists who visited the temple and the well-known commercial centers in Shin-Gang Township. By using the EXCEL 2003 and SPSS 12.0 as the data analysis tools, some descriptive statistics, reliability analysis, independent sample t-test, One Way Analysis of Variance, and regression analysis were applied to the data collected and to verify the research hypotheses.
Results of this study have shown as followings:
1. There were significant differences in tourists’ perceptions of the Ma-Zu culture among different vocations while only partial differences existed with different gender, marital status, age, average monthly income and residential location. In addition, there was no significant difference in this concern among different education levels.
2. There were significant differences in visitors’ activity participation attitudes among their residential locations while only partial differences existed with different gender, educational level and average monthly income. Besides, there was no significant difference in this concern among different marital status, age, and occupation.
3. There was a significantly positive relationship between visitors’ perceptions of the Ma-Zu culture and activity participation attitudes. This study has re-analyzed visitors’ overall cultural perceptions and activity participation attitudes where the result has reached a significantly high and positive correlation coefficient.
The study results could be provided the relevant officials and committee of the Phon-Tien Temple with a reference of the Ma-Zu culture festival marketing strategies to improve the culture tourism quality in Taiwan.
Keywords: Ma-Zu culture, cultural tourism, perceptions, attitudes
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