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Taiwan is an island country. Taiwanese history and immigrants are strongly related to the Sea. With the immigrant and colony background, it creates the uncertainty for the future and for the position and therefore, there are a lot of folk religions and temples established in Taiwan. Combining the religion activities with the daily life, it has developed the unique multi religion culture and competitive promotion model in Taiwan.
There are about 28,850,000 Chinese tourists in 2004 and China is expected to become the biggest exporter in global tourism industry. From the current trend of development, there is a tendency for developing Asian regional tourism in East Asia (East Asian tourism system). According to the research from the resident along Chinese coast, there are more than 50,000,000 people said that Taiwan is their first choice of destination to visit. In the recent years, there are a lot of Mazu Culture activities in the name of Mazu taken place in many countries. Under the developing of the global exchange of culture, it becomes an important topic about how to balance and to improve the local culture position and how to create a different marketing model by using the current advantages in order to take the lead position and to absorb the international resources.
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