400年來，經歷荷蘭、明鄭、清朝、日治及國民政府等不同階段，台南，一向被譽為台灣的「文化古都」。台南，是台灣最早開發的城市。充滿人文，文化以及歷史氣息的大街小巷，幾乎每條街道或文化建築都蘊藏著歷史故事，使城市中充滿著國內與國外旅客，一同前往這歷史之都，如同踏進歷史課本般，讓旅途充滿文化知識以及更認識台灣傳統習俗。

許多過去具有歷史或人文價值的舊建築，如原台南公會堂、台灣烏腳病醫療紀念館等，都是臺南獨到的地景以及活生生的歷史教材，台南老街更是整個大時代的縮影，承載著市井小民的生活空間與記憶。臺南老城裡，民間信仰宮廟處處可見，許多的傳統習俗以及有趣的古老傳說都是台南成為文化之都的原因之一。

台南有許多故事及傳統文化習俗值得去探討，由於近年來來台觀光的外國旅客人數增加，因此本研究將進行初步探討，調查以及訪談來台旅遊的外國旅客對於台南的看法以及旅遊經驗，除此之外，更加進一步提供實際的行銷方案提供給市政府以及旅行社，作為開發國外旅客之初步調查。

根據訪談以及分析結果顯示，受訪的外國旅客對於旅遊台南經驗感到滿意且願意再次來訪，台南的大眾運輸及道路都有著足夠的英文翻譯，使外國旅客即便獨自旅遊也覺得輕易上手。但是，談到台南的文化古蹟以及傳統宗教習俗，外國旅客紛紛表示並沒有得到太多足夠的訊息，大多數時候都是只是欣賞建築外觀以及享受古都氣息。

因此，本研究根據外國旅客的訪談結果，結論兩個可行作法，第一，提供小型團體專門導覽宗教及文化習俗給國外旅客。第二，利用網路，提供QR code在各個文化景點以及廟宇前，以便外國旅客能得到更多文化知識。

For hundreds of years, Tainan has been conquered by different countries such as the Netherlands and the Japanese government. It also has experienced different dynasties such as the Ming and Zheng dynasties, Tainan has always been known as Taiwan's " ancient cultural capital.’ The ancient city with cultural architecture. Tainan is the earliest developed city in Taiwan. Almost every street or cultural building contains historical stories, hence, Tainan is full of local and foreign tourists, traveling in Tainan, walking through the winding paths, just like stepping into a history book.

Ancient buildings with historical stories, for example, the former Tainan Public Hall and the Taiwan Black Foot Medical Memorial, are unique landscapes and living materials of history in Tainan. In addition, the old street in Tainan is the epitome of the ancient era. In the old town, religious festivals and temples can be seen everywhere. Plenty of tradition customs and interesting ancient legends are one of the reasons why Tainan has become a cultural capital.
There are many historical stories and traditional cultural customs in Tainan that are worth sharing. Since the number of foreign tourists visiting Taiwan has increased in recent years, this study will conduct a preliminary investigation to investigate and interview foreign tourists about their travel experience when they travel in Tainan. In addition, it will further provide practical marketing plans to the city government and travel agencies as a preliminary investigation to develop the foreign market.

According to the interview results, the interviewed foreign tourists are satisfied with the experience of traveling in Tainan and were willing to visit again. There are enough English translations for public transportation and road sign in Tainan to make it easier for foreign tourists to travel. However, in terms of cultural heritage and traditional religious customs, foreign tourists stated that they did not receive much information. Most of the time, they only enjoyed the appearance of the building and are immersed in the atmosphere of the ancient capital.

Therefore, based on the results of interviews, this study summarizes two feasible approaches. First, it provides small groups with specialized tours of religious and cultural customs to foreign travelers. Second, use the internet to provide QR codes in front of various cultural attractions and temples, so that foreign tourists can obtain more cultural knowledge easily.

Thesis/Dissertation Validation Letter............................................................................ i
Abstract (Chinese)........................................................................................................ ii
Abstract (English)........................................................................................................ iv
Chapter 1 Introduction ..................................................................................................1
Section 1.1 Research Background and Motivations………………….....................1
Section 1.2 Research Questions………...................................................................2
Section 1.3 Expected contribution………...............................................................2
Chapter 2 Literature Review .........................................................................................4
Section 2.1 Religion tourism and cultural tourism……………...............................4
Section 2.2 city marketing, cultural exploration and religion…..............................6
Section 2.3 Market religion in Tainan ...................................................................11
Chapter 3 Research Data and Methodology.................................................................15
Section 3.1 Research methodology…………………..............................................15
Section 3.1.1 Semi-structured interview…………………..................................16
Section 3.2 Data collection………….………………..............................................17
Chapter 4 Interview analysis .......................................................................................19
Section 4.1 Memo analysis....................................................................................19
Section 4.2 Experience of visiting Tainan……….................................................20
Section 4.3 Whether cultural tourism could be a drive when they travel……......23
Section 4.4 Further suggestions from foreigners perspective…………..……......25
Chapter 5 Conclusion ..................................................................................................27
Section 5.1 Research findings……………………................................................27
Section 5.2 Practical recommendations…….........................................................30
Section 5.3 Limitations and Future Research Suggestions....................................31
Chapter 6 Further recommendations for cultural tour.................................................33
Section 6.1 Product……………………………...……….....................................35
Section 6.1.1 Yanshui festival…………………………….................................35
Section 6.2 Price…………………………………………....................................35
Section 6.3 Place…………………………………………....................................36
Section 6.4 Promotion……………………………………....................................36
Reference..................................................................................................37
Appendix: Quality Transcript…………………………………………...41

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