| Summary: | 碩士 === 長榮大學 === 管理學院經營管理碩士班 === 106 === Abstract
Tainan City is the earliest city developed on Taiwan’s main island. It boasts rich cultural assets, many cultural and tourism development elements, such as tangible parts-- monuments, historic streets, and historic buildings, as well as invisible parts-- religions, festivals,local snacks, and so on. All of these show that Tainan has the potential for cultural tourism and holds a pivotal position.
Since 2001, Tainan Municipal Government has been vigorously promoting cultural development and has successively planned nine cultural parks in Tainan City, hoping that this will increase the economic benefits of cultural tourism production and strengthen the importance of cultural tourism in Tainan City. “Shennong Street”, studied by the research, one of the historic streets in Tainan City, is right located in the Old Five Channels Culture Zone. Since the era of the Qing Dynasty, it has experienced the prosperity and decline of the Old Street economy. Now, although its elegance is no longer there, it remains. The historical and cultural background and architectural features of the relics combined with the redevelopment of the old streets of Tainan City Government have successfully attracted people to walk into Shennong Street again.
The purpose of this research is to know both the motivation on cultural and tour on Shennong Street in Tainan City and the attraction of Shennon Street for visitors with different socio-economic backgrounds. In addition, how the cultural attraction of the Shennong Street in Tainan City and the tourist's recreational motivation influence each other.
Keywords: Cultural Tourism, Recreational Motivation, Shennong
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