Optimization of the Experience-Based Activities Organized for the Dajia Mazu Pilgrimage

[[abstract]]每年農曆三月各地都會舉辦媽祖遶境活動，也是俗稱的「三月瘋媽祖」，而其中大甲媽祖遶境被列為世界三大宗教盛事之一，每年遶境期間，總是吸引海內外許多民眾參與，除了香客會前往進香之外，近年參與成員年齡層也下降，遶境不再是老年人的專利，參與遶境的方式也多元化，體驗行程的出現讓無法九天八夜全程參加的人有機會感受大甲媽祖遶境氛圍。市面上推出各樣的遶境體驗行程，本研究經實地觀察、分析比較，發現業者多以遊覽車接送遊客，至A點下車後採徒步方式體驗遶境，再至B點集合上車，途中缺少人員隨行導覽，若遊客不適中途也無法上車休息，而有些行程為豐富內容，則會增加一處參觀景點。因此本研究提出小團體行動、增加導覽人員對遶境文化知識的學習以及以馬拉松活動概念創造個人化的體驗行程，提供業者們作為大甲媽祖遶境體驗行程規劃之參考，並加以優化，期望遊客結束體驗行程後有不同的收穫，亦能對於傳統節慶文化的傳承與帶動地方觀光有所助益。[[abstract]]Every March of the traditional Chinese calendar, a time known as “Mazu March Mania,” pilgrimages are held by temples across Taiwan. Among all pilgrimages, the Dajia Mazu Pilgrimage is listed as one of the world’s three major religious events. The annual Dajia Mazu Pilgrimage always attracts numerous domestic and foreign participants. In addition to pilgrims (known as “incense guests”), an increasing number of young participants have been observed in recent years. Pilgrimages are no longer limited to just older adults. The diversification of pilgrimage activities gives people who are unable to complete the full pilgrimage spanning nine days and eight nights an opportunity to experience the pilgrimage atmosphere. This study investigated the currently available experience-based activities organized for the Dajia Mazu Pilgrimage through field observations, analyses, and comparisons. The results showed that activity providers mostly used tour buses as means of transportation. For example, a tour bus drops off tourists at point A for them to experience the Dajia Mazu Pilgrimage on foot and picks them up collectively at point B. However, such activities lack tour guide services along the trip and fail to let tourists who become unwell during the pilgrimage to rest on the tour bus. Other content-rich activities include visiting additional tourist attractions. This study proposed small group tours, increasing tour guides’ cultural knowledge of the Dajia Mazu Pilgrimage, and applying the concept of marathon events to create a personalized, experience-based activities. The findings may serve as references for activity providers to design and optimize tours for the Dajia Mazu Pilgrimage. Such experience-based activities are expected to facilitate learning among tourists, transmission of traditional festival cultures, and local tourism