The keyfactors of what Taiwan temples attract tourists at low season – Hsinkang Fengtain Gong at Chai-Yi county for example

• Main Authors: Lin, Cong Li, 林聰利
• Other Authors: 黃劭彥
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31126128449511979098

碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 102 === With the trend of growing visitors to temples and religious scenery, according to the Tourism Bureau, the Ministry of Transportation and Communication of R.O.C., the tourists are getting in favor of “religion tour” as their major tour attraction.For example, the most respective festival of nationwide religious events, the faithful pilgrim (incense-offering) of Matzu (Mother Goddess) ofDajia Jenn Lann Temple route to the Hsinkang Fengtain Gong at Chai-Yi county, whichbrings an increasing of sponsors and attendees yearly, including media, enterprises, local groups or schools, has boosted the economy successfully. However, asone of the major impacts, seasonal factorcan lead the tour performanceto differentresultsbetween low and high season. This thesisexpects to, through the study of the various documents, the interviews with the experts, the SWOT analysis, and the questionnaire survey, discover what the key factors for those tourists visit the Hsinkang Fengtain Gong at low season, understand the purpose of visit and analyze how the tourists influence on the critical factors. Besides, sharing by experts,the thesis also finds out what the tour attractions catch tourists for at low season withtwenty eight factors onsix aspects by means of AHP.In the meanwhile AHP fails the testing of equality, Logarithmis asked to modify it then to use AHP weight and calculations onto the factors and test the result. (Please refer the example of AHP modified method and calculations as appendix 6). The analysis appears there are five keyfactorsaffecting the tour evaluationinvaried phases, (1) internal solidarity and centripetal spirit (8.79%) (Phase of Leadership) (2) Personality traits, strategies and mission of leader (8.61%) (Phase of Leadership) (3) Marketing (8.05%) (Phase of Promotion) (4) Customers and services satisfy (7.95%) (Phase of Tourists service and industry innovation) (5) Increase festival activityand scope marketing (6.70%)(Phase of Promotion). In the end the thesis suggests a dominant strategy planfor short, middle and long terms with consideration given to the Hsinkang Fengtain Gong and Government proposals for reference.