地區性道教宮廟經營型態與管理研究－以嘉義縣配天宮為例

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Title:	地區性道教宮廟經營型態與管理研究－以嘉義縣配天宮為例
Other Titles:	Operation and Management Patterns of Regional Taoist Temple--A Case Study of Patien Temple in Chiayi County
Authors:	沈藝枝 Shen, Yi-Jhih
Contributors:	文化創意事業管理學系文創行銷碩士班洪林伯 Lin-Bo Hung
Keywords:	宮廟;CORPS模式;配天宮;經營管理;單個案研究 case study;model;CORPS;management;Taoist temple
Date:	2015
Issue Date:	2015-08-24 11:56:15 (UTC+8)
Abstract:	本研究欲了解臺灣地區性宮廟在現在多變的環境中如何經營管理宮廟，以找出有效經營管理之道。　　本研究以臺灣地區性宮廟為研究對象，選取嘉義縣配天宮做單個案研究法，利用文獻分析法、深度訪談法，以宮廟使命與興起發展、宮廟的組織概況及人力及資源運用、財務收入及經營模式探討，採用學者司徒達賢CORPS模式，加入宮廟的文化行銷的概念、與社區的結合，再加上研究的宮廟其它相關部分透過訪談稿做分析，進行研究。透過深度訪談方式，將訪談資料加以編碼、分析，以建構宮廟的經營管理模式。　　由於嘉義縣的古蹟以寺廟為主，此處的寺廟包括宮廟，而配天宮是縣定古蹟，非常值得做為研究的對象，所以以它為例來研究。寺廟的組織型態中，道教宮廟通常以集體領導方式，以管理委員會制居多。配天宮屬於道教宮廟，組織以前以管理委員會為主，後來配天宮已成立財團法人。　　本研究經過分析之後，得到研究結論如下：（一）傳統宮廟之創立對地方發展影響的關連性很高。（二）地區性宮廟近年來管理模式與過去之差異不大。（三）嘉義縣配天宮的祭祀圈有擴大的現象，也對文物做歸檔。（四）面對高度競爭之環境，宮廟採取更謙卑的態度服務信眾，將自己的文化內涵加深，將特色成功行銷。（五）宮廟透過相互合作創造雙贏的模式與可行性，並整合出活化地方觀光。　　研究者提出有關配天宮經營管理的三個建議：（一）興建博物館要先做市場調查，也可藉網路媒合平臺找資源。（二）廟前商家無法形成商圈，可從宮廟本身做起。（三）針對組織與管理的缺失提出意見。　　This study explored efficient techniques of operations and management patterns of Taiwan’s regional Taoist temples in a rapidly changing environment. A case study of Patien Temple in Chiayi County was conducted by document analysis and in-depth interviews. Aspects including the origin, history, organizational status and resource utilization, financial revenue and operations, cultural marketing, cooperation with local communities of the temple based on CORPS model were discussed.　　Temples play an important role in Chiayi County’s historic sites. The Patien Temple was chosen as the target of the study because it is one of the most popular and famous historic sites in the county. Most of Taoist temples have their own Board of Directors and operated by management committee before transforming into the foundation pattern.　　After carefully analysis, this study concluded that: the development of traditional temples are heavily connected to the area’s local development; the management of regional Taoist temples nowadays is similar to those of the past; the Patien Temple has expanded its religious sphere and achieved its reputations; Taoist temples have to apply a modest approach to serve the public under highly competitive environment; successful marketing is based on increasing cultural depth and unique characteristics as well as Taoist temples collaborate with each others to create a network of regional tourism.　　The researcher proposes three suggestions to improve Patien Temple’s operation and management include: marketing researches must be conducted first before the construction of the museum; utilize internet platforms and media to expand its resource base; and establish the business district on both side of the square by temple.
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