[[alternative]]A Study on the Cultural Creativity Business Model Transformed from Traditional Industry--Taking Singang Incense Artistic Culture Garden for Example

[[abstract]] 近年來政府為了提升鄉鎮的競爭力、因應全球化趨勢、減緩傳統產業沒落，因此提出「文化產業」政策，並積極推動地方傳統產業轉型為文化創意產業，促進產業永續發展。經過多年努力，文化與產業攜手合作的確為地方經濟帶來效益，也為傳統產業帶來轉型經營的新契機，並提升了臺灣各地人民的在地認同及地方文化的發展。 新港以聞名全國的奉天宮而成為宗教聖地，亦造就早期新港從事香品、金銀紙、佛具用品、交趾陶剪黏工藝等產業的活絡。但由於產業結構日漸轉變，加上東南亞、中國大陸的大量進口產品影響，許多民俗技藝榮景不再。新港香藝文化園區經營者於2004年因有感於傳統產業及香藝文化的凋零，也為更進一步傳承與發揚製香的技藝與文化，經歷了前後長達四年多的籌備規劃，打造全國唯一的「新港香藝文化園區」。 本研究為個案研究，並以次級資料分析、深度訪談、問卷調查為研究方法。本研究從傳統工藝、製香產業的發展脈絡，輔以分析文化創意產業的內涵與地方文化館的相關政府政策。從經營者的角度瞭解香藝文化園區從傳統產業轉型為文化創意產業之發展歷程;從公部門的政策分析其對地方文化館設置的看法；從地方文化工作者的訪談分析園區設置對地方文化保存及地方產業互動的影響。最後透過觀光客的問卷調查進行整理、歸納，試建構出具體、有效執行之建議，提供新港香藝文化園區做為未來經營規劃之參考。[[abstract]] In recent years, in order to enhance competitiveness of townships, to respond to the trend of globalization, and to slow down the decline of traditional industries, the government has proposed the policy of “cultural industry” and aggressively promoted the transformation of local traditional industries into cultural creativity industry to facilitate the sustainable development of industries. After years of efforts, the cooperation between culture and industries indeed has brought benefits to local economy, as well as new opportunities of transformational operation of traditional industries, which has increased the local identity of people living in various places and the development of local culture. Singang is famous nationwide for Feng Tian Temple and has become a religious site where the industries relevant to incense, Buddhist utensils, and Koji ceramics craft are well developed in the early days. However, due to the gradual transformation of industrial structure and the influence of a large number of imported products from the Southeast Asia and Mainland China, the prosperity of many folk arts and crafts no longer exists. In 2004, the operator of Singang Incense Artistic Culture Garden felt the decline of traditional industries and incense art, and thus, decided to further inherit and promote the crafts and culture of incense manufacture. After preparing and planning for more than four years, “Singang Incense Artistic Culture Garden” was established in Taiwan. This study is a case study. Secondary data analysis, in-depth interviews, and questionnaire survey were used as research methods. This study investigated the developmental background of traditional crafts and incense industry and analyzed the insights of cultural creativity industry and relevant governmental policies for local cultural museums. This study investigated how incense culture garden was transformed from traditional industry into cultural creativity industry from the perspective of operators, and analyzed governmental departments’ opinions on the establishment of local cultural museum based on their policies. This study also analyzed the effect of the establishment of culture garden on local culture conservation and local industrial interaction based on the interviews with local cultural workers. The questionnaires completed by tourists were arranged and summarized in order to propose specific and effective suggestions as reference to the future operational planning of Singang Incense Culture Garden