Classification of traditional cultural elements in temple street festivals using the fuzzy Kano model

Abstract

This study aims to explain consumers’ expectations regarding the culture of temple streets and cultivates an identity system for local culture. The Kano model with fuzzy linguistic concepts was applied to the field observation of temple street festivals and the semi-structured interviews of local cultural directors, scholars of cultural centres, government officials, and cultural industry operators with data on traditional cultural elements. The findings show that “Religious temples”, “Custom activities and events”, “Local cultural industries”, and “Specialty and gourmet food” have a symmetrical impact on both satisfaction and dissatisfaction in proportion to the extent of traditional cultural element fulfilment. “Local stories” do not increase overall satisfaction if traditional cultural elements are exceeded but cause dissatisfaction if they are not fulfilled. Moreover, outer “Tangible”, middle “Behavioural”, and inner “Intangible” factors of attractive, one-dimensional, must-be quality transformed into contemporary image designs are amiably illustrated. These results provide a direction for managing satisfaction and a performance guideline for each activity in the process of creating temple street experiences that can increase satisfaction and reduce dissatisfaction.