Abstract
In response to the development of religious personalization, the old marketing strategies of most religious destinations have been unable to effectively promote their popularity in modern times. This article deeply explored how to use contemporary art to design religious destinations comprehensively and proposed an effective solution to enhance the popularity of religious destinations in religious tourism. We established an actor network in religious tourism with qualitative and quantitative analyses and took the Buddhism Yuan-Dao Guanyin Temple in Taiwan as a case analysis. We found temples to be the main actors in religious tourism networks and temple organizations to serve as their spokespersons. The successful obligatory point of passage (OPP) in the network was that “the religious performance of Yuan-Dao Guanyin Temple is a contemporary art style, and every subject who enters the temple field can obtain interests”. This is primarily formulated by the interaction between religion and contemporary art. The results show that adopting a contemporary art style in this case can successfully expand the popularity of the religious destination. Through the actor network model proposed in this paper, it can be used as a strategy for other religious destinations to improve religious tourism.
Highlights
They prompted Taiwan’s religious organizations to actively develop religious tourism and formulate strategies to attempt to increase the visibility of religious destinations as a means to acquire necessary resources
The Taiwanese government anticipates that religious tourism could bring huge economic benefits and encourage visitors to participate in religious tourism activities, and religious activities in many temples have been designated as cultural activities that attract increased attention [2]
In order to clearly understand the religious tourism network of Yuan-Dao Guanyin Temple and to make the proposal of the religious tourism network in this case more scientific, according to Jick’s (1979) [21] suggestions on case studies, both qualitative and quantitative research methods were used for data collection, so the results can be cross-retested by triangulation to check their consistency and improve their reliability and validity
Summary
Religious neoliberalism changes the previous model of using religious destinations in a region as centers of faith and leisure. These phenomena created challenges to the development of Taiwanese religious destinations, which were supported by believers for a long time. They prompted Taiwan’s religious organizations to actively develop religious tourism and formulate strategies to attempt to increase the visibility of religious destinations as a means to acquire necessary resources. The Taiwanese government anticipates that religious tourism could bring huge economic benefits and encourage visitors to participate in religious tourism activities, and religious activities in many temples have been designated as cultural activities that attract increased attention [2]. Due to the efforts of the government and religious organizations, religious tourism has become a popular tourism
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