頭城宗廟文創行銷研究初探－宜蘭文創廟宇及教學企畫案之審思

宜蘭縣在雪山隧道開通後，成為大台北民眾的後花園，觀光人潮眾多；這樣的觀光人潮為宜蘭縣帶來不少的觀光財，但也可以看到有不少鄉鎮因環境的改變，交通形式的轉換，沒有完善的規劃，或缺乏有效的行銷傳播，致人口外移，產業無法發展，頭城即屬此類鄉鎮。頭城具有傳統與地方特色：老街、牽罟、搶孤、宮廟、詩社，農漁產，及豐富的山海景點，其中因為宗廟為人民信仰中心，具有傳統文化與在地特色，較能凝聚在地人之向心力，加以近年來台灣文化創意產業發展蓬勃，本研究擬探討宜蘭在地具有文創特質之三間宮廟，及課程教學中針對其所發展之相關企畫案，作為頭城宗廟文創行銷之參考，提出結論與建議，並擬以頭城宗廟文創行銷，作為頭城地方創生開啟之途徑。

關鍵字

頭城宗廟；文創產業；文創行銷

並列摘要

After the opening of the Xueshan Tunnel, Yilan County has become the garden for the people of Taipei City, and there are many tourists. This kind of sightseeing crowd has brought a lot of sightseeing money to Yilan County, but some towns due to environmental changes, traffic conversion, lack of perfect planning, or effective marketing communication, resulting in population migration, the industries can not developed, Touching is one of such towns. Touching has traditional and local characteristics: old street, pull the net for catching fish, religious festival for ghost, temple, poetry club, agriculture and fishery, and abundant mountain and sea attractions. Among them, because the temple is the center of people's belief, it has traditional culture and local characteristics. It is able to converge on the centripetal force of the local people. In recent years, Taiwan's cultural and creative industries have developed vigorously. This study intends to explore the three temples in Yilan where the cultural and creative qualities are in place, and the relevant planning cases for the development of the curriculum, as the reference to curtural and creative marketing of Touching Temple. Furthermore, proposes the conclusions and suggestions of curtural and creative marketing for Touching temple, as the way to create a local city.