An Analysis of Operational Strategies of The Culture Resort of The Jiang

• Main Authors: Ho, ChunMan, 何郡嫚
• Other Authors: Lay, YingYing
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/70797157671522606979

碩士 === 國立臺灣藝術大學 === 藝術管理與文化政策研究所 === 100 === The preservation and maintenance of cultural heritage is not only associated with the mentality aspect of our life, but also emerging as a promising business in the contemporary consumer society. The issue regarding developing economical benefits while reducing negative impact onto cultural heritage under the cultural tourism contexts is the purpose of this thesis. From the viewpoint that tourism as an industry, the adoption of strategies could offer a structural analysis of cultural heritage on economic and competence aspects in the contemporary time frame, and the adoption of museum concept could highlight the importance of cultural and historical contexts. In this thesis, the research project is conducted with Cihu district in the Culture Resort of the Jiang at Taoyuan as selective example by data collection and semi-open interviews. The research finds that the integrity and comprehension of the core resource including the collecting, maintenance and researching of relics, as well as subjective discussions relating to this particular historical site and space are the key to a sustainable management of the cultural heritage tourism while other operative aspects are able to develop based on this core resource. The operative strategies include exhibitions and development of side products while the business networking involves with the collaborations and promotion between the governmental and private sectors. The importance of the two said items is to generate economic benefits and brand image to further injecting financial incomes and reputation in order to consolidate the core resource. There are three viewpoint suggestions regarding the follow-up research on the topic of the operation of cultural heritage under the cultural tourism context. The first one is comparison among different cultural heritage operation cases from the tourism approach and cultural preservation with further discussion on related issues; the second one is adopting an political viewpoint on cultural heritage to compare different operations among cultural heritages sharing common natures and conditions including topics such as the right of annotations; the third one is regarding the authenticity. In the case of this research thesis, where replica is used to substitute for the authentic item, it is worthy of further researching and discussions on the importance and impacts onto audiences’ experiences and development of cultural heritage tourism.