The Impact of Cultural Festivals on the Development of Rural Tourism - A Case Study of da Jia Matsu Pilgrimage

Abstract

This study aimed to the impact of cultural festivals on the development of rural tourism to explore. We took the Da Jia Matsu Pilgrimage as an example, and investigated the residents of the counties and cities along the pilgrimage route. SPSS for Windows 22.0 was used to conduct the t-test, and the descriptive statistical analysis to 2072 samples. The research result is residents in different regions regarded that the pilgrimage could unite the people, improve community environments, preserve traditional culture, maintain public facilities, and increase public infrastructure. Male residents argued that the pilgrimage could only unite the people, while female residents asserted that it could increase public infrastructure and service measures, preserve traditional monuments, and improve community environments; however, it also resulted in traffic accidents and the disturbance of living spaces. The research conclusion is residents of different places and genders have different understandings in terms of the economic, social, and environmental impacts on the Da Jia Matsu Culture Festival. The research suggestion is the schedule and investigation of the places along the pilgrimage can be extended to include other cultural festivals and different impacts on stakeholders.