臺灣的文化相當多元，然而我們對自己的文化面貌卻未非常了解，透過對文化元素的深入探究，發崛文化下深厚的意義與故事，使具有傳遞文化功能的文化創意商品更具意涵，而不再只是將文化中最突出的圖像印製於現成的商品上。為達研究目標，本研究以媽祖文化中的白沙屯媽祖為例。白沙屯媽祖的徒步進香活動相當具有代表性，其位於苗栗海邊淳樸的小村莊，每年卻有來自台灣各地的信眾參與進香，文化的特殊之處與魅力所在，將會使台灣的文化增添更精采的一面。本研究透過文獻分析法整理出白沙屯媽祖的歷史文化，而在進行文化元素探究之際，也注意白沙屯媽祖進香與其祂媽祖的差異之處。此外，本研究以深度訪談的方式了解信徒心中的白沙屯媽祖，並運用KJ法將訪談意見歸納成五個構面。研究結果希冀對往後設計白沙屯媽祖的文化商品以及相關活動企劃之意象設計有所助益。

Taiwan has many diverse cultures, but we do not mostly understand our own cultural characteristics. Through an in-depth interview of the cultural elements, the hidden stories and cultural meanings behind these cultural products are much more worthy to be noticed rather than the exterior image revealed on the surface of the products. In order to achieve the research objective, this study takes the cultural image of the Baishatun Matsu as an example. The pilgrimage of Baishatun Matsu by foot is a quite representative activity that is held at Miaoli's village and attracts many people to participate in the activity annually. Culture has unique features and that can increase intrinsic cultural qualities. Through literature analysis, this study sorted history and culture of Baishatun Matsu's. This study not only explores the cultural elements but also notices pilgrimage of Baishatun Mazu differs from other Mazu. Furthermore, this study adopted in-depth interviews to understand the images of Baishatun Matsu believers and used the KJ method to group the interview comments into five dimensions. The research results hope to design cultural products of the Baishatun Matsu and planning of image-related activities designed to be helpful.