台灣是海島國家，台灣的歷史、移民與「海」有著深厚的關係，加上台灣移民與殖民的背景，造成定位與未來的不確定性，以至於台灣成為民間信仰廟宇密袕怜牧滌禤a。在宗教活動與日常生活密切的結合下，發展出台灣特有的多元信仰文化與競爭行銷的模式。2004年大陸觀光人次以達2885萬人次，未來將成為全球觀光最大輸出國。由此趨勢發展，東亞將發展成為另一波亞洲區域型觀光趨勢(東亞觀光系統)。根據沿海調查中，台灣成為大陸沿海城市民眾出國首選的目的地者，便高達5000萬人。近年各國藉著媽祖為名，擴大舉辦國際媽祖文化節活動。在全球化的文化交流下，如何平衡提升本土文化位階，如何利用現有的優勢創造另ㄧ套符合趨勢的轉型行銷模式，更進ㄧ步主導活動，吸收國際資源成為重要的課題。 Taiwan is an island country. Taiwanese history and immigrants are strongly related to the Sea. With the immigrant and colony background, it creates the uncertainty for the future and for the position and therefore, there are a lot of folk religions and temples established in Taiwan. Combining the religion activities with the daily life, it has developed the unique multi religion culture and competitive promotion model in Taiwan.<br>There are about 28,850,000 Chinese tourists in 2004 and China is expected to become the biggest exporter in global tourism industry. From the current trend of development, there is a tendency for developing Asian regional tourism in East Asia (East Asian tourism system). According to the research from the resident along Chinese coast, there are more than 50,000,000 people said that Taiwan is their first choice of destination to visit. In the recent years, there are a lot of Mazu Culture activities in the name of Mazu taken place in many countries. Under the developing of the global exchange of culture, it becomes an important topic about how to balance and to improve the local culture position and how to create a different marketing model by using the current advantages in order to take the lead position and to absorb the international resources.
