| Summary: | 碩士 === 中臺科技大學 === 文教事業經營研究所 === 107 === The purpose of this study is to understand the inheritance between the two Mazu cultural activities in 1917 and 2017; How the new cultural conception in 2017 Seven-Mazu Temple Fair integrated art and literature in the celebration of rewarding God activities; and understood the collision, dilemma and future prospects of tradition and innovation in the "2017 Seven-Mazu Temple Fair ". Therefore, this study adopted the qualitative research method to collect, discuss and analyze data from 10 subjects including temple staffs, assisting planners and experts in the art and literature circles through in-depth interviews and literature analysis.
The results of the study showed:
1. The commonality of the two "Seven-Mazu Temple Fair" lied in the geographical relationship of Wan-Chuen-Gung, and the store owners of the Central District of Taichung City wanted to revitalize the local economy, leading to the association of religious activities with urban plans that the Taichung City Government wanted to promote.
2. 2017 Seven-Mazu Temple Fair had obvious innovations in terms of imagination, publicity and activities. It focused on arts and cultural activities, and public welfare activities extended the benefits of the Seven-Mazu Temple Fair to daily life.
3. In 2017 Seven-Mazu Temple Fair, due to the different roles of the participants, their positions, attitudes and experiences were different: the organizers of the event focused on the complementarity of religious culture and art activities, the temple managers emphasized the importance of "Rewarding God", and the school staffs were faced with the impact of different religious beliefs in the student families.
Specific suggestions based on the research results were taken, and looked forward to serving as a reference for other Mazu cultural activities in future.
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