Temple fairs in Taiwan: Environmental strategies and competitive advantage for cultural tourism

Among the top ten tourist activities in Taiwan, temple fairs attract millions of domestic and international visitors annually. However, numerous environmental problems are associated with such fairs. Although numerous environmental strategies have been developed for tourism destinations, few studies have focused on temple culture. This study determines whether environmental strategies can help temple fairs meet environmental protection regulations, mitigate pressures from the public, and maximize their competitive advantage. Analytical results indicate that energy conservation and pollution prevention can increase the financial performance and reputation of temple fairs; however, environmentally friendly products do not improve temple reputation.