文化資產保存法實施迄今三十餘年了，但是近些年來旗山小火車站、嘉義稅務出張所、大稻埕教會、陽明山山仔后美軍宿舍、新莊樂生療養院等等層出不窮文化資產保存與建設開發之矛盾衝突案例，都明白顯示文化資產保存法尚未為台灣社會的普遍價值。尤其是嘉義稅務出張所與新莊樂生療養院等公有產權的案例，更突顯了文化資產保存法作為國家法令卻無法保全具有文化資產的歷史紀念物，不如重新思考如何讓文化資產保存與再利用成為社會的普遍價值。
現今觀光凝視，有越來越多的路標告訴我們應該前往何處，也有許多標示清楚告訴我們那些事物、那些地方真正值得一看。這類的路標只指向相當少數的觀光路線交集點，結果是大多數的觀光客都集中到幾個範圍狹小的地區。鳳山新城護城河重現規劃影響觀光客凝視的焦點目標，觀光客的凝視不是在護城河自然景觀，而是護城河旁邊的中華街夜市小吃，真正暢遊古蹟歷史建築佔少數，本研究的問題的產生是不是鳳山新城觀光行銷方式值得探討改進。
本研究主要目的確認鳳山新城護城河重現後，城市觀光發展是否有更完善配套吸引觀光客前來休閒觀光的增加率，文化資產的保存古蹟是不是有達到觀光行銷的經濟效應，護城河與古蹟的重現不只是為了美化城市而己，其在背後的觀光行銷的觀光產業活動也是必須去研究，行銷一詞不只是因為顧客和觀光客想要的休閒活動，高雄市文化局推動鳳山新城整個「總體環境」會間接影響到「個體環境」經濟環境、社會文化環境、自然生態環境因素。
Cultural Heritage Preservation Act has been carried out for more than 30 years. However, conflicts between cultural heritage preservation and construction development happened all the time in recent years, such as in the cases like Qishan Train Station, Chiayi Revenue Field Office (Chiayi Shui Wu Chu Zhang Suo), Dadaocheng Church, Yangmingshan Shanzaihou U.S. Military Housing, Hsinchuang Lesheng Nursing Home, etc. indicating that the cultural heritage preservation hasn’t become the universal value in Taiwan society. Especially, the cases of Chiayi Shui Wu Chu Zhang Suo and Lesheng Nursing Home owned by the government showed that even as a legal law, the Cultural Heritage Preservation Act can’t protect the historical monuments of cultural heritage. We better consider how to make the preservation and reuse of cultural heritage be the social value and enable them to be accepted by the general public.
Now in order to promote tourism industry, there are more and more signs indicating the directions for tourists and many plates show what and where are worth to look at. These signs only show a few tourism routes, so most tourists gather in a few small areas. The reconstruction of New Fengshan City Moat has impact on the focus of tourists. The tourists no longer stare at the natural scene around the moat; they focus on the night market on Chunghua Street nearby the moat, only a few people visit the historical building. The study explored if the problem is caused by the marketing plan of New Fengshan City and is there any room for improvement.
The purpose of this study is to explore that after the reconstruction of New Fengshan City Moat, if the development of city tour is supported with proper measures and facilities to attract more tourists, if the preservation of historical sites/cultural heritage has achieved the expected economic benefit. The reconstruction of the moat isn’t just to make the city more beautiful, and the promotion of tourism industry behind it should also be studied. Promotion isn’t just in respect of relaxation activities for customers and tourist. The “overall environment” of New Fengshan City promoted by The Bureau of Cultural Affairs, Kaohsiung will definitely affect the factors in “individual environments” like the economic environment, the social and cultural environment as well as the natural eco environment.
