Factors Affecting Temple Tourism Activities– A Case Study of Taiwan Lukang Tianhou Temple

. This study found that the factors that affect participation in temple activities are temple activity involvement, place identity, satisfaction, and willingness to revisit. They are positively correlated with each other. When the degree of involvement in temple activities is higher, the degree of recognition of local temples is higher; at the same time, the satisfaction is higher, and the willingness to revisit also increases. The degree of involvement in temple activities is positively correlated with place identity and satisfaction. And place identity is positively related to satisfaction. Satisfaction is also positively related to willingness to revisit. From this research, it is found that Taiwanese participation in temple activities is integrated with usual leisure and recreation activities.


Introduction
In the history of human development, religious activities have been virtually integrated into politics, economy, and life. Even in the age where modern science is advanced, religion is an important part of human spiritual life and leisure. Religious sightseeing is also the oldest tourist activity in history. When people participate in religious activities, they can experience the joy of sightseeing from religious activities (Chang 2015;Lee 2006, Rinschede, 1992 [1,2,3]. When scholars Nolan and Nolan (1992) [4] explored the famous Christian religious tourist attractions in Europe, they found that these religious sacred sites not only attract the attention of devout believers, but also have several characteristics that attract the secular (including non-belief). Tourists came, and summarized three categories of these religious sightseeing areas: (1) Religious pilgrimage sites (center of spiritual practice): Most tourists to the holy sites are devout pilgrims. (2) Religious tourist attraction: This attraction combines the characteristics of art, architecture, history, and sightseeing, and attracts pilgrims and general tourists. (3) Religious-related festivals and ceremonies: gather the crowd of believers and create a faith center.
From research, it is found that religion is still an important part of human spiritual life, and it has also contributed a lot to the formation of leisure tourism. People participate in religious activities to achieve the pleasure of leisure tourism. It can help human beings to relax and eliminate fatigue in the busy modern society, and then achieve the effect of leisure Vukonic (1992) [5]. Tourists' involvement in leisure refers to tourists' interest in the process of leisure activities, and their realization of the value and importance of leisure activities, and their willingness to invest in leisure activities (Hu, 1999, Yang, 2009, Wang, 2016 [6,7,8]. Therefore, as tourists are more involved in religious activities, they can also increase their willingness to invest in religious activities.
The report on the Religious and Public Life Program proposed by the Pew Research Center, an American research organization, pointed out in the survey report that it will conduct survey data statistics on the United States and more than 20 other countries. The religious diversity index scores a full score of 10. Among the countries with the highest index, Taiwan is one of the top regions. Research points out that religion can make people healthier, happier, and more involved in community activities [9].
According to data released by the Bureau of Democracy, Human Rights and Labor Affairs of the US State Department, as many as 80% of the population in Taiwan believe in some form of traditional Taiwanese folk beliefs or Taiwanese religions mixed with Buddhist beliefs. Therefore, in a broad sense, the Buddhist population confused with Taoism in Taiwan can be said to be as large as 80%. Taiwanese Buddhism refers to the Buddhist culture believed by residents in Taiwan, with a population of approximately 5.486 million believers. The number of believers may overlap with Taoism, Confucianism, or other Taiwanese folk beliefs. Taiwan's Ministry of Internal Affairs survey statistics website (2015) pointed out that the total number of temples and churches is 15,422, with the largest number of temples, followed by churches. "five steps a small temple and ten steps a large temple temple" special phenomenon.
There are more than 870 Mazu temples all over Taiwan, which is more than other temples. Therefore, by exploring the religious tourist attractions of Mazu in Taiwan, this study takes the successful factors of the religious tourism cultural development of Lukang Tianhou Temple with a history of more than 300 years as the research object, as a policy reference for those who intend to promote religious tourism cultural development activities. Research purposes: (1) Explore the differences in the involvement of tourists with different attributes in temple activities. (2) Explore the ways, motives and purposes of tourists with different attributes involved in temple activities. (3) Explore the factors affecting participation in temple activities.
2 Literature review

Temple tourism involvement
The research on involvement theory can be traced back to 1946. The "self-involvement" proposed by the American scholars Sherif and Cantril was used to predict a person's attitude toward others' persuasion (or the opposite opinion) due to his status or role. After Krugman (1965) [10] studied "low involvement consumer behavior", he transferred the concept of "involvement" from social psychology to the study of consumer behavior, and "involvement" gradually It has become an important variable in consumer behavior research and is widely used in the measurement of consumer attitudes and behavior.
In terms of religious tourism involvement, with the changes of the times, most pilgrims' motivations are not pure religious piety as in the past, which contain many different levels of motivational needs. In addition to religious pilgrims, religious holy sites also include nonreligious tourists who are interested in religious holy sites (Vukonic, 1992;Rinschede, 1992) [11,12]. The Vatican Catholic Court has clearly defined religious tourism: "Within its jurisdiction, all religious tourist attractions related to beliefs, regardless of their scale, provide services related to religious or non-religious visitors. The category of religious tourism (Yu Xingjuan, Yu 2000) [13], for pilgrims, religious tourism is the most common way to visit sacred places for religious reasons. At the same time, it can also show the manifestation of its outward behavior and inner spirit (Barber, 1993) [14]. Yan (2000) [15] summed up two views on religious tourism in a narrow sense and a broad sense: the narrow view advocates that religious tourism refers to tourism activities undertaken by religious believers for religious purposes; such as pilgrimage, seeking Dharma, spreading the law, wandering and so on. The broad view is that tourism activities around religious tourism resources can be regarded as religious tourism. It not only includes tourism activities undertaken by religious believers for religious purposes, but also includes nonreligious believers out of interest, such as experiencing religion and its cultural connotation, or engaging in academic investigations, viewing religious art, artifacts, and holy sites. Based on the definitions of the above scholars, "religious involvement" refers to the stimulus to personal values, needs, and the outside world when a person's inner and outer environments are different, and affect the judgment or cognition produced by the individual when stimulated. The difference or importance is different. The higher the degree of participation, the higher the degree of involvement. The psychological feelings of self-loving religious activities will be different from others. Laurent & Kapferer (1985) [16] proposed that activities involved include interest, pleasure, perceived risk, and self-expression. They believe that the structure of recreation is composed of lasting involvement, consisting of four components: importance, pleasure, self-expression, and life form center. McIntyre & Pigram (1992) [17] is an extension of Laurent and Kapferer's theory. In the research, it is proposed that activity involvement should include three parts: attraction, selfexpression, and life form center. Kyle & Chick's (2002) [18]research on activity involvement also focuses on three dimensions: the centrality of life, attractiveness and self-expression. The meanings represented by these three dimensions are respectively The following are as follows: (1) Attraction refers to the intensity of the experience, the degree of pleasure and the concentration of interest recognized by the participants for the activity, and the pleasant feeling that an individual gets after connecting a certain mood feeling to a certain situation.

The measurement of temple tourism involvement
(2) Self-expression is a phenomenon of individual selfrepresentation, through which the individual recognizes the feeling of individual self-identity through the behavior in the activity. (3) Centrality of life style is participating in activities and forming influence in social circles plays an important and influential role in the lives of participants.

The factors of place attachment
In terms of academic discussion, the so-called space and place are often mixed, suggesting that it is not only a pure physical space, but also has history, experience, emotion, meaning, symbols, etc. It is a different type of culture to present the trajectory. The spatial perception is more abstract, without a fixed shape, it is difficult to describe in detail (Tuan, 1977) [19]. Place attachment is a result of being attached and the definition of feeling place attachment is the positive emotional connection between human beings and a specific place (Shumaker and Taylor, 1983) [20]. Kaltenborn (1997) proposed that "place" includes three meanings in social science: Location refers to the area where people are when they engage in social and economic activities. Locale refers to the place where daily life and society interact. Sense of place refers to the emotional belonging of an individual to place identity and dependence, and the semantic expression similar to the sense of place is place identity.
Place attachment can also be regarded as a kind of behavior, because time and place attachment are related. When an individual has a strong identification with the place and integrates himself into the environment, this behavior will be manifested. People's participation in things and activities in the place, as well as in-depth understanding and involvement, after understanding and experiencing the environment, the positive meaning of personal memories of the place can promote positive emotional connection between people and the place (Ainsworth & Bell, 1970;Tuan, 1977;Scannell & Gifford, 2010;Bricker & Keratetter, 2010). [21,19,22,23]. Place is attached to a place after an individual has experienced it, and the sense of dependence that can satisfy self-trust generated in the environment is called place dependence. As well as the sense of identity, belonging and connection with other emotional levels of a place at the emotional level, it is the place identity (Feldman, 1998;Shannon & Edward, 1995) [24,25]. The study found that most scholars still focus on the two dimensions of "place dependence" and "place identity" as the main research axis (Bricker & Kerstetter, 2010;Moore & Grafe, 1994) [23,26]. Therefore, the above-mentioned dimensions are adopted in this study to measure the dimensions.

Place dependence
Place dependence is a kind of attachment to a special place to meet the purpose and needs of local residents. This dimension reflects the importance of a certain environment for user activities and its strong dependence on the environment and its resources. The functional dependence of "place dependence" on the degree of dependence on special activities and the special environment reflects that a certain resource can provide a necessary and convenient ability for certain activities, and users will rely on the functions provided by this resource , and may use this to engage in related activities to achieve the behavioral goals of the individual in the local area and highlight the value of the individual (Moore & Grafe, 1994; Bricker & Keratetter, 2010) [26,23].

Place identity
Place identity refers to the emotional and symbolic meaning given by the individual to the place. It is based on the individual's emotional maintenance of the place and the individual has a strong sense of belonging to the place. It is the individual's physical environment, beliefs, preferences, feelings, values, and goals for the place., Behavioral orientation, and technology-related identity. Moreover, place identity usually comes from a sense of belonging to the field, with strong desire and emotional attachment, and its psychological level of feeling is the emotional and symbolic meaning produced by the process of time experience and experience (

Satisfaction
In the field of leisure research, Baker & Crompoton (2000) [28] believes that overall satisfaction is a measurement of the overall feelings of tourists after experience, and sub-satisfaction refers to the satisfaction of recreational activity attributes, including: landscape resources, operation management, facility sanitation And service quality. In addition, scholars Beard and Ragheb (1980) [29] defined "leisure satisfaction": leisure satisfaction is a positive view or feeling formed or acquired by an individual in a certain leisure activity. The degree to which the individual feels satisfied or satisfied with his current leisure experience and situation. This positive sense of satisfaction comes from the individual's own perception or satisfaction of undetected needs. In this research, the "Leisure Satisfaction Scale" was developed to measure the degree to which individuals perceive personal needs through participating in leisure activities. The scale is divided into six dimensions: psychological, educational, social, relaxing, physical, and aesthetic.

Discussion on the relevance of temple tourism involvement, place attachment, satisfaction, and willingness to revisit
The relationship between tourism involvement and place dependence has been confirmed in past studies, and there is a positive relationship between the two. Many empirical studies have also found that activity involvement is one of the antecedent variables of local dependence, that is, the degree of activity involvement will affect the degree of place dependence, and individuals will become dependent on activity-related facilities or venues in a relatively short period of time After feeling, they will also have a sense of identity with the leisure environment related to the activity ( [30,31,32]. The frequency of participation in activities and the degree of involvement will affect the strong sense of place attachment. As resource users participate in different leisure activities, their sense of attachment to the place will be different (Tung, 2016) [33]. In the research, it is found that religious views are related to each other in terms of involvement, satisfaction, and loyalty (Chu, 2014) ( [34]). In Liu (2008) [35] survey results found that there is a relationship between temple tourism involvement, place dependence and satisfaction. There is a significant positive correlation between temple tourism involvement and place attachment. Place attachment and satisfaction are also significantly positively correlated. From the above literature and research results, it can be inferred that factors such as temple activity involvement, place attachment, satisfaction, and willingness to revisit are related to each other. Therefore, this study assumes that the relationship between the tourist factors that influence tourists' participation in the Tianhou Temple in Lukang, Changhua County is: H1 Temple tourism involvement has a positive impact on place attachment. H2 The involvement of temple tourism involvement has a positive impact on satisfaction. H3 Place attachment has a positive effect on satisfaction. H4 Satisfaction has a positive effect on willingness to revisit.

Sampling design
Convenience sampling will be used for sampling in this study. The sampling objects are tourists who visit and relax at Tianhou Temple in Lukang. The questionnaires for this study were distributed in June 2020. The pre-test questionnaires were collected and 50 copies were collected. The revised official questionnaires were distributed from July 2020 to November 2020, and 260 copies were collected. The recycling rate was 86%. In this study, Lukang Tianhou Temple was used as the research base, and questionnaires were distributed through the management department of Lukang Tianhou Temple. The question items are measured using the Likert five-point scale, from "strongly agree", "agree", "normal", "disagree", "strongly disagree", and give scores of 5, 4, 3, 2, 1, respectively.

Questionnaire design
This study uses the "closed questionnaire" as a research tool and is drawn up with reference to relevant domestic and foreign documents. The content of the questionnaire is divided into 5 parts. The first part is to measure the degree of tourist involvement in temple activities. The second part is to measure the degree of tourists' dependence on Lukang Tianhou Temple. The third part is to measure tourists' satisfaction with Lukang Tianhou Temple. The fourth part of the investigation is the willingness to revisit. The fifth part is the basic information of tourists. The contents of the questionnaire are as follows: (1) Involvement activities The question in this part is to explore the degree of involvement of the interviewee in temple activities. This research is based on the use of McIntyre and Pigram (1992) [17] to divide the aspects of recreational involvement into three parts. They are attraction, centrality to lifestyle, and self expression. In this study, Kyle, Bricker, Graefe & Wickham (2004) [37] and Tung (2011) [33] research concepts and questionnaire questions were used as references for the revision of questions.
(2) Place attachment The second part is the scale of the degree of Place attachment of local residents to the Tianhou Temple in Lukang. This study uses the two dimensions of "place dependence" and "place identity" adopted and repeatedly verified by most scholars to measure place dependence.
Based on the research of Kyle, Graefe, Manning & Bacon (2003) [36]), the main development basis of the questions in this part. The revised survey questionnaires of research papers by Peng (2004) [32] and Ting & Chang (2016) [38] are used as reference.
(4) willingness to revisit Refer to Shen & Hsieh (2003) [40] and Lai, (2014) [39] questionnaire questions. And list item 1. Interviewees are also willing to come back to Lukang Tianhou Temple again. Item 2. Whether the respondent is willing to recommend others to Lukang Tianhou Temple, as a measure. (

5) Tourists' attributes and recreational motives and goals
This part is to explore the attributes of different tourists, including their socio-economic background, recreational motivation and purpose. Investigate the difference in passengers' social and economic background and their motivation and purpose for participating in recreation, including gender, age, marital status, education level, personal monthly income, activity purpose, activity frequency, transportation, and companions.

Data analysis
This chapter analyzes and discusses the results of research investigations based on the data obtained from research investigations. First, go through the pre-test on the questionnaire items in Section 1 to understand the reliability of the questionnaire tools. Section 2 conducts narrative statistics on the socio-economic background and participation characteristics of tourists in Lukang Tianhou Temple to understand the distribution characteristics. Section 3 uses the least square method to find out the correlation in disguised form.

Pre-test questionnaire design
The variables of this study are pre-tested before the questionnaire is officially tested, and the pre-test questionnaire is subjected to factor analysis and reliability analysis. Refer to the responses of the testees; in addition to deleting and modifying some of the inapplicable questions, we also add and delete measurement questions for the aspects of poor analysis results in order to improve the reliability and validity of the questionnaire content and improve the quality of the questionnaire. Scholars believe that Cronbach's α is acceptable as long as it is 0.5 or above. If it is between 0.6 and 0.9, it is a high confidence value. The standardized reliability coefficients of each part of the scale of this study, the reliability of involvement in temple tourism involvement (Cronbach's α) 0.940, the reliability of local attachment (Cronbach's α) 0.945, the reliability of satisfaction (Cronbach's α) 0.927, the willingness to revisit (Cronbach's α) 0.942, between 0.817 and 0.917, each part of the scale has a fairly good reliability value, as shown in Table 1.

Social and Economic Background of Tourists
This study takes tourists from Lukang Tianhou Temple as the sample object, and there are 8 items of socioeconomic background information, including gender, age, marital status, education level, occupation, personal monthly income, residential area, religious beliefs, etc. This is the distribution of the respondents in the analysis of the socio-economic background in this study. The related narrative statistical analysis results are as follows: (1) The gender distribution ratio of the respondents: 103 men accounted for 39.6%, and 157 women accounted for 60.4%. (

The purpose, motivation and characteristics of recreation
This study takes tourists from Lukang Tianhou Temple as the sample object. There are 6 types of recreational attributes of tourists, namely recreational purpose, recreational frequency, transportation, companions, information source, average consumption amount, etc. This is the distribution of respondents in the analysis of recreational attributes in this study. The relevant narrative statistical analysis results are as follows: (1) The survey sample found that the main purpose of the interviewees going to Lukang Tianhou Temple was analyzed: 121 people chose to visit the temple, accounting for 46.5%, chatting with 2 people accounting for 0.8%, walking 34 people accounting for 13.1 people, participating in activities 12 people accounted for 4.6%, 3 volunteers accounted for 1.2%, and recreational staff accounted for 33.8%. (2) Analysis of the frequency of interviewees visiting Lukang Tianhou Temple: 5 people per day accounted for 1.9%, 4 people accounted for 1.5% in 1 week, 2 people accounted for 0.8% in 2 weeks, and 12 people accounted for 4.6 in 1 month %, 1.5% were 4 persons in 2 months, 2.7% were 7 persons in 3 months, 14.6% were 38 persons in half a year, 11.9% were 31 persons in a year, and 157 persons who visited irregularly accounted for 60.4%. (3)

Measurement model analysis
In this study, the Partial Least Squares (PLS) path model is a non-parametric method, and the requirements for the number of samples are looser, and the number of samples is not a normal distribution; as well as small sample research investigations. According to the judgment criteria of Hair, Ringle, & Sarstedt, (2011) [41], the reliability of individual variables, composite reliability (CR) and Cronbach'α of potential variables, and average extraction (Average Extracted Variance, AVE) is the main method for judging reliability and convergence validity, and uses Bootstraping to solve the problem of small samples and non-multivariate normality of data to obtain the stability of estimates of various variables (Chin, 2010) [42]. This study uses Smart PLS 3.0 tools to perform PLS analysis. The relevant verification standards are described as follows: (1) The reliability of individual measurement variables mainly considers the degree to which each measurement variable can be explained by the potential variables. It is recommended that the factor load value (Outer loadings) should be above 0.7 (Barclay, Higgins, & Thompson, 1995) [43] After analysis, most of the factor loading values of factors such as temple tourism involvement, place identity, satisfaction, and willingness to revisit are greater than 0.7. Because of the low load value of factors place dependent, the dimension of place attachment was replaced by place identity, and follow-up statistical analysis was performed on this dimension, as shown in Table 2.1, 2.2, 2.3. (2) Composite reliatbility (CR) refers to the consistency of the internal variables of the facet. When the CR value of the potential variable and Cronbach'α is higher, the potential variable can be tested. It is recommended that Cronbach'α must be greater than 0.7 (0.60~0.70 in exploratory research) is enough to represent that the potential variables have good internal consistency (as shown in Table 1). After analysis, the reliability and validity of the combination of factors such as temple tourism involvement, place identity, satisfaction, willingness to revisit, etc. are mostly greater than 0.7 as shown in Table 3. Average variance extracted (AVE) is a value that represents how many potential variables can be tested by a variable. It can not only judge the reliability, but also represent the discriminant validity. According to the recommendations of Fornell and Larcker (1981) [44], the AVE value must be greater than 0.5 in order to represent the convergence effect of the observation variable. In addition, check the collinearity problem of each group of forecast variables. The prediction construct tolerance (Variance inflation factor, VIF) is less than 0.20, which means that there is a collinearity problem. After verification, its constructs are all greater than 0.20, so there is no collinearity. After analysis, the average variation extraction amount AVE of factors such as temple tourism involvement, place identity, satisfaction, willingness to revisit, etc. is mostly greater than 0.5, as shown in Table 4.

PLS module path results
After the above analysis of reliability and validity, SmartPlS3.0 software is used to analyze and verify the causal relationship among the potential variables of the structural model. In this study, 300 times of bootstrapping parameter settings were used to verify the program to obtain the stability of each variable estimate (Chin, 2010) [42]. Next, the analysis effect value f 2 can be used to evaluate the influence of extrinsic variables on the internal dependent variables of the explanatory variables. The general principles 0.02, 015, and 0.35 represent the small, medium, and large effects of extrinsic variables on internal latent variables. The analysis shows that the temple tourism involvement has an impact on place identity, temple tourism involvement has an impact on satisfaction, and satisfaction has an impact on the willingness to revisit, as shown in Table 5. We use R-Square to judge path significance test and research model interpretation ability. The coefficient of determination of R 2 represents the size of the potential internal variables in the structural formula to be explained. The general principles of 0.75, 0.50, and 0.25 represent that the R 2 value can be roughly classified as significant large, medium and small effects. After the analysis of this study, the analysis showed that temple activities involved in place identity, temple activities involved in satisfaction, and satisfaction had an impact on the willingness to revisit. The R 2 values are all significant, as shown in Table 6. The R-squared value is the percentage of variance explained by exogenous variables versus endogenous variables. It represents the predictive ability of the research model. Its value is between 0 and 1. The larger the value, the better the explanatory ability of the model. The results of the overall model relationship path verification presented by the four research hypotheses proposed by this research respectively show that the involvement of temple activities has a positive impact on place identity. At the same time, involvement in temple activities has a positive effect on satisfaction. Place identity has a positive effect on satisfaction. Satisfaction has a positive effect on willingness to revisit. The results of the research hypothesis test results of this research are shown in Table 7 and attached Figure 1.

5.1Tourists' socioeconomic background and characteristics
From this survey, it was found that the age groups of those participating in temple cultural activities were distributed in each age group. The education level is mostly college level or above. Unmarried people account for the majority of the population. This survey shows that participating in temple cultural activities is universal and acceptable to the average middle class. In addition, it is found from the analysis that the interviewees' participation in temple activities is mainly for worship and recreation. And the frequency of participation is the most frequent visits from time to time. And the nearby temple is the first choice. The religious beliefs of the interviewees are Buddhism and Taoism accounting for the largest proportion.

Analysis of factors affecting temple activities
After questionnaire survey and statistical analysis, the results of the overall model relationship path verification presented by the four research hypotheses proposed by this research respectively show that the involvement of temple activities has a positive impact on place identity. The involvement of temple activities has a positive effect on satisfaction. Place identity has a positive effect on satisfaction. Satisfaction has a positive effect on willingness to revisit. All meet the original assumptions. It shows that the involvement of temple activities is a very common thing for Taiwanese in daily life, and the participation in temple activities is integrated with the usual leisure and recreation. Participants will also choose to go to the temple to relieve their personal work pressure, make friends and talk, and family gatherings. Temple activities are already one of the indispensable places for life, leisure and recreation, and also a place to calm people's hearts.