The study on the perception toward the value of Mazu culture and the effect of the cultural assets preservation

• Main Authors: Yu-Cheng Lin, 林育丞
• Other Authors: Chun-Hung Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/66219347922544695019

碩士 === 國立東華大學 === 社會暨公共行政學系 === 99 === Mazu culture is a folk culture delivers from the Mazu belief. Its spiritual commitment and cultural spirit in the society are highly praised by people. Currently, there are more than 5000 Mazu temples worldwide with more than 2 hundred million followers. In Taiwan, Mazu is a popular religious idol and more than 75% of the population believes in Mazu. Therefore, the Mazu culture has been gradually developed according to the Mazu belief. Its value and function has also become more and more important. Based on the above conclusions, this research will construct a “Value scale of the perception toward Mazu culture”. Through the factor analysis, the correlation factors of the value of Mazu culture are identified. Further, the perception groups of the Mazu culture value are divided through clustering analysis. Next, the contingent valuation method (CVM) is used to establish the “Mazu cultural assets preservation trust fund” including the empirical model of bequest value, existence value, option value and altruistic value to analyze all correlation factors affected the willingness to pay (WTP) and the economic effects of the Mazu cultural assets preservation. Finally, this study will discuss the differences of willingness to pay for the Mazu cultural assets preservation trust fund among different cultural perception groups. The believers of the well-known temples in Taiwan including Dajia Mazu Temple and Beikang Mazu Temple that have a long history are taken as research targets. The findings of research show: (1) Most of visitors place importance on the factor of “Mazu cultural assets preservation” of Mazu cultural value; (2) the visitors with high income and seeking divine help have higher willingness to pay for the “Mazu cultural assets preservation trust fund”; (3) most of people are most willingly to pay for “option value” and least willingly to pay for “bequest value” of the “Mazu cultural assets preservation trust funds”; (4) the “multi perception type” has the highest WTP for all kinds of non-user values of the Mazu cultural assets preservation trust funds. The results of this research will help the management unit of the Mazu cultural assets preservation to formulate the cultural preservation strategies as well as provide references for the Council for Cultural Affairs to allocate the budge of cultural assets.