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An Exploration of Success Factors for the Comprehensive Construction of a Shopping Area from the Consumer Point of View — A Case Study of the Business Area of Sanyi, Miaoli

With the development of Taiwan’s economy and increasing revenues of the people, people are increasingly interested in tourism and leisure lifestyles. Local governments in Taiwan develop their own unique shopping areas based on the considerations of their own characteristics. Woodcarving works display commercial, artistic, practical, aesthetical, and other features. From the heyday of export and domestic sales, the global downturn, and the establishment of the woodcarving museum, the industry experienced changes like the business cycle. During this period of thriving export, every household in Sanyi was creating wood carving products day and night. Due to the flourishing export of the wood carving industry of Sanyi, outside wood carvers came to Sanyi and introduced new artistic styles, resulting in different creative concepts of wood carving works. The majority of residents in Sanyi are Hakka, and over 50% of the people are engaging in the woodcarving industry. Presently, due to time, space, external, and internal factors, the woodcarving industry of Sanyi has gradually passed the heyday of export. Through qualitative and quantitative methods, this study analyzed the status and process of the development of the Sanyi woodcarving cultural and creative industry, as well as the change of marketing models. We explored whether emotional marketing methods can arouse the perception of consumption situations, and individual intrinsic emotions and feelings, while promoting proactive participation and purchase of woodcarving products to enrich the life of consumers. Moreover, this study discussed the depth and width of the impact on existing consumers and potential community members. By analyzing the woodcarving industry in Sanyi, Miaoli, as based on a conversion from the past, as well as current development and future vision, this study proposed marketing strategy suggestions as reference for the woodcarving industry.