Cultural Sustainability: Teaching and Design Strategies for Incorporating Service Design in Religious Heritage Branding

Abstract

Under globalization, a local brand must be managed by strengthening local uniqueness and representativeness to become a unique brand that is irreplaceable in the international market. An examination of Taiwan’s cultural characteristics and resources shows that religion has been the focus of the government’s tourism promotion in recent years. A religious site is filled with architectural, historical, aesthetic, and cultural elements. Through online marketing and multilingual introductions, the government has packaged Taiwan’s religious culture into a brand. Temples not only provide devotees with a place for spiritual sustenance but also offer them cultural tourism experiences. When service design is integrated into the branding process, the various touchpoints experienced are the key to promoting temple and tourist interactions. A culture can be converted into unique and representative patterns by using brand design strategies, thereby creating opportunities for cultural sustainability. This study chose a national monument temple in Yunlin County, Taiwan, as the study location. Through a course of instruction, students with professional design backgrounds were granted the opportunity to work in a monumental temple, where they practiced participatory learning, played the role of mentors, and developed design proposals. By using observation and interview methods as well as service design tools, the students identified problems and needs and proposed service design insights and design implementation plans. The results of this study were analyzed along with the design flow, course outcomes, and students’ open-ended questionnaires. Finally, a religious branding design strategy based on the core value of cultural sustainability was proposed.