中國時報於2006年製作的〈全臺飆節慶〉系列報導中，指出臺灣節慶活動許多亂象，諸如：節慶浮濫、缺乏長遠規劃、媒體立場自失等十大亂象。地方辦理新興節慶活動的目的有許多，如：發展地方觀光、推廣在地特色產業及促進地方經濟發展等，但新興節慶不是建構在地文化或特色之上，係透過短期內大量且熱鬧的活動發展而成的節慶，本身不具備文化意涵。此類節慶因本身具有政策目的性，倘若賦予的績效不章，可能只舉辦了一屆就成了絕響。 本研究期盼地方辦理新興節慶能夠具備永續發展的思維，除了節慶的政策目的之外，也期盼透過節慶活動行銷地方特色與在地文化。是以，本研究以「新北市歡樂耶誕城」為探討案例，該節慶為五年內新發展的新興節慶活動，目的係為促進發展新板商圈經濟，透過與主辦單位、專家學者、媒體、承攬廠商進行深度訪談，了解非在地文化之新興節慶在各階段所面臨的挑戰與困境，同時探討它永續發展的價值。 研究結果歡樂耶誕城在規劃階段，因受政府採購法的期程限制壓縮活動規劃時間，且在非在地文化背景下在人潮方面較難預估，另承攬廠商自尋贊助部分也是一大挑戰；執行階段，因活動期間較長且幅員較大，所以面臨人力成本龐大的問題，另也因為活動主體性偏向親子，在客群層次較無法突破，多數參加歡樂耶誕城的遊客以親子為主。就歡樂耶誕城政策目的性而論是成功的活動，能夠有效聚集人潮，但「成功不代表具備永續發展的價值」，此類節慶活動沒有在地特色及文化背景，僅存在政策手段與目的之關係，沒有獨特性的狀況下，可隨時被其他活動取代。故本研究針對歡樂耶誕城若欲永續發展提出之建議，在活動內容上必須不斷投入創新元素，因建構於非文化的基礎之上，必須透過更多的創意來吸引遊客，另永續發展的價值也必須創造在地認同、連結在地文化與特色 / In a 2006 serial reports named as “Festivals in Taiwan” in China Times, numerous faults in Taiwanese festivals are indicted, such as: the excess of festivals, the lack of long-term plans, the loss of media’s standpoint…and more, ten in total. The objective of the local’s hosting new festive events are various; for example, boosting local tourism, enhancing local distinctive industry, and promoting local economical development…etc. However, new festivals are not based on local culture or local characteristics; rather, they do not possess any cultural meaning since they developed shortly with abundant and boisterous events. Due to their strategic purposefulness, if the results are not ideal, those festivals cannot outlive to the second year. This study expects the local to possess the idea of sustainable development while hosting new festivals. Not merely focusing on strategic purpose, it is expected to market its local distinctiveness and indigenous culture. This study uses “Christmasland in New Taipei City” as target to discuss further. This festival is categorized as newly risen and developing festive event in the past five years. The goal is to promote the development of Xinban commercial center and its economy. Through having in-depth interviews with the organizer, expert, scholar, media, contractor, this study is to understand the new and developing festival of no local features and the challenges as well as predicaments it faces in each phase; also, we would like to explore the value of its sustainable development. The study shows that when “Christmasland in New Taipei City” was planned, the event schedule was condensed due to time limit set by Enforcement Rules of the Government Procurement Act. Moreover, it is rather difficult to estimate the crowd in that it did not form in an indigenously cultural background; and one other huge challenge is that the contractor has to find sponsorship itself. In terms of enforcement, since the duration of the event is comparatively long and the size large, it faced the problem of massive personnel cost. Furthermore, because the theme of the event is family-oriented, the range of target customer is restricted; visitors are mainly parents and children. In terms of strategic purpose, “Christmasland in New Taipei City” is successful, effectively gathering crowd. However, “being successful does not equal to possessing the value to manage sustainably.” This type of festive event, under the circumstance of not having its distinctiveness, can be replaced by other events in no time since it is lack of indigenous features and cultural background; there exists only the relation of strategic means and goal. Therefore, this study suggests that if “Christmasland in New Taipei city” would like to manage sustainably, in respect of content of event, constantly adding in innovative elements is in need. Also, because it is based on non-cultural foundation, it needs to be put in more creativity to attract visitors. The value of sustainable development is to bring up local cultural identity, connecting with local culture and distinct features.

在過去十年當中，台灣分別成功爭取到三次大型國際管樂節慶活動的主辦權，包括「2000年亞太管樂節」、「2008年亞太管樂節」以及「2011年世界管樂年會」。相較於其他先進國家，台灣無論是在資源、外交地位、或是管樂的發展上，均是處於相對弱勢的狀態。所以，台灣要在這些參與競爭的會員國當中勝出成為主辦國，必須先在內部整合「中央與地方政府」、「民間組織與個人」等各方的目標與資源，並在國際管樂協會的規範下，於適當時機提出有力的方案，才能成功爭取到這些大型國際管樂節慶活動的主辦權。而在這個過程當中，居中負責策動整個爭辦過程的個人或是組織，其整合的工作非常重要也非常複雜，而且直接影響爭辦的成功與否，實有深入探究之價值。

由於台灣特殊的歷史背景、地理環境和種族多元性，無論是實體文化資源或無形文化傳說，都讓台灣的文化節慶極具特色與魅力，如果活動本身的內容豐富迷人加上行銷得宜，很有潛力成為各縣市的最佳品牌代表；然而，目前台灣所舉辦的眾多節慶活動，大多不具有明顯以品牌思維來經營的特徵。品牌經營是行銷重要的根基，要讓產品能永續的經營，一定要有策略地將商品或品名建立成為品牌。 / 我們已經進入了數位的時代，在資訊科技早已融入生活的今天，數位工具在行銷深度和廣度上能達到的效果已經明顯可見，但可惜的是，在眾多數位的工具中，被使用於台灣現行文化節慶行銷上的並不多，無論是工具種類或用途，甚至行銷人的思維上，都還停留在很基本的狀態中。 / 台灣眾多大型文化節慶活動中，大甲鎮瀾宮的媽祖遶境是國內極具代表性的一個節慶活動。自1999 年開始，臺中縣政府將遶境與其他文化資源結合擴大舉辦成為「大甲媽祖文化節」，2003 年正式更名為「大甲媽祖國際觀光文化節」，希望為這個龐大的民間信仰活動增加文化的深度與廣度。活動並納入多元的面向，期望能將此一活動經營成為國內文化節慶活動的第一品牌。 / 本研究是以大甲媽祖國際觀光文化節為例，以品牌策略來分析其現況，再從數位行銷的思維及應用工具中提出成為文化節慶品牌的建議。在行銷上，行銷人要能善用數位行銷的「即時」和「互動」兩大特點來打破地域和單向的行銷限制，將文化節慶的消息與內容即時且深刻地傳送到每個人的面前。唯有好的活動品質加上完善的行銷，才能讓節慶活動成為消費者心中的文化品牌，並藉此創造龐大商機並帶動地方永續性的發展。

近年來，文化產業對地區的整體經濟與社會發展具有舉足輕重的影響力，文化產業已成為現代都市發展的重心，加上全球化和資訊科技網路發達的影響，原有的地方性文化逐漸式微，面臨消失的危機，所以目前對於襲產保護、傳統空間再生、振興地方經濟等作法皆是保存及延續地方文化，重新找尋定位的方式。本研究藉由地方節慶活動探討文化產業中的創新事業模式其運作機制及要素之間互動的情形，以及找出事業模式在建立的過程中運用哪些當地資源、目前面臨的問題和對地方發展的影響。 研究發現節慶活動擁有之資源基礎不同，會造成事業模式要素的構成不同，並且會依照自身條件選擇適合的利潤推進器。舉辦節慶活動的驅動方向有兩種，一是由政府發起往基層推動，或是由地方人民發起請政府協助舉辦，兩種類型的節慶活動與地方連結程度也會不同。由於地方節慶活動在舉辦期間會與地方人民互動、運用地方資源，所以對地方造成的長、短期影響包括人民的思想、生活型態、生活水準以及環境的軟、硬體部份，當然也影響了地方文化產業的發展方向。 本研究在個案分析的過程中發現，節慶活動想帶動地方產業，必須讓活動深入民間，與地方結合，如果節慶內容可以融入地方文化，也和地方產業加以連結，節慶活動較有永續發展之潛力。目前台灣的節慶文化發展尚在起步階段，主事者應該有長遠的規劃，包括對整體環境的軟硬體建設、建立與民眾的合作關係等，並且應考量自身的條件後加入自己的地方特色，才能獲得民眾長久的支持。 / Recently, the cultural industry has great influences on the overall local economy and the development of society; it has played an important role in the modern metropolis development. Owing to the globalization and the development of information science and technology network, the original local culture gradually declines and faced with crisis of many old customs may die out. For this reason, the protection of cultures, the regeneration of traditional space and the development of local economy are the ways to preserve and continue the local culture. The objective of this research is to find out the operation mechanism of festival events’ business model and how the essential factors interact in the model. Furthermore, this research analyses which local resources are used in the establishment process of festival events and the influences on local development by these events. The conclusions of this research include how the different resource-based festival events cause different factors composition and profit boosters. The combination between festival events and local area may be different because of the way how these events are animated. Festival events have long term and short term influences on people and the development of local cultural industry, including life style, life standard, and environment construction. In order to lead local development, festival events must let the activities combine with more local cultures and resources to have potential of sustainable development. Taiwan's festival industry is still in the beginning, and the government should have long term plans of overall environment construction and establish populace's cooperation relations. Festival events should have their own characteristics to obtain long-time support of people.

節慶活動在人類社會不同階段的文化進程中扮演著重要的角色，隨著經濟發展及社會變遷，其型態及功能更趨多元，而公部門多扮演關鍵推動或執行的角色。因節慶活動的組織運作與網絡管理有別於傳統的政策執行，本研究即以2005台北燈節為觀察平台，欲探究公部門辦理節慶活動的組織結構及運作方式，並從網絡的形成過程中，瞭解行動者彼此的角色位置及參與活動的態度認知，同時也探討行動主體整合關係網絡的過程與結果。 根據研究目的，並經文獻探討、參與觀察及深度訪談的綜合分析，研究發現：在個案部分，活動組織係依階段動態組成，具有系統功能特質，其網絡係在不同認知及權力基礎的行動者間多向互動，並仰賴行動者間的合作信任關係形成，因此可說非正式結構具有實質影響性，而在網絡整合過程，核心行動者雖能善用諸多策略，惟整合結果各行動者對達成認知仍有差異；此外在理論部分，本研究以行動與結構調和觀點提供了網絡研究的若干價值，同時也提出了若干省思。研究最後在政策層面提出了短、中、長程的建議；而在執行層面則是對活動規劃、執行組織及網絡整合等提出相關建議。 / Festivals celebrations play a significant role when cultures evolve. With the change of economic and social development, their forms and functions are getting more diversified while government departments mainly take the role of promotion or execution. Unlike common policy administration, management of networks and organization operation in festivals celebrations are much different. So the research observes Taipei Lantern Festival 2005 to probe into the organization structure and its implementation when government departments dealt with festivals celebrations. And through the forming of network, we seek to understand the position of actors and their expectations of the activity and meanwhile study the course and result of integration of executive sectors. According to the research purpose, document study, observation and in depth interview, it concludes that in the case study, the dynamic activity changes as occasions arise and characteristic of organizationic functions. The network interacts between different sectors of diverse expectations and authorities and it leans on relationship and cooperation between sectors. The informal structure, so to speak, is influential. And during the integration of network, the sector in charge could employ strategies to get work done, but other sectors might expect differently toward the result. Theoretically the research, in terms of reconciliation of actions and structures, focuses on the network and provides also some reflections. At last it forwards short-term, mid-term, and long-term political suggestions. For the execution part, it offers some advice for activity planning, executive organization and integration of network as well.

近年來，各國政府積極推動文化創意產業，藉以帶動其他產業促進整體經濟發展，提升生活環境；其中節慶不僅能為地方或城市提供正向發展，亦屬於一文化創意展演平台，使文化商品得以於消費者面前曝光。 本研究主張，守門機制對於節慶與文化創意產業具有重要影響，檢閱相關文獻後，本研究以「2014年簡單生活節」為個案，運用「守門機制理論」作為個案分析的研究架構。本研究之研究問題為「2014年簡單生活節如何發揮守門機制功能」，為回答研究問題，本研究採用個案研究法，藉由參與式觀察與深入訪談，瞭解簡單生活節團隊如何執行其守門機制角色，並探討其守門成果對於節慶本身與文創產業的影響，得以彌補守門機制以及節慶創新理論上的文獻缺口。 本研究發現在2014年簡單生活節的守門過程中，簡單生活節團隊在劃定邊界的過程除了會受到守門專業能耐影響外，亦被牽制於可篩選的內容，導致其守門過程是一反覆修正的過程。此外，除了文獻中提及的四種守門能耐外，本研究更發現在2014年簡單生活節中最重要的守門能耐為「策展能力」，策展能力讓簡單生活節團隊能協助品牌於節慶中呈現出更適切且驚喜的內容，並提升品牌能見度。最後，本研究建議，未來節慶策展團隊都應將「守門機制」之思維納入其策展規劃，並且重視策展能力的運用，藉此能了解自身的守門類型，提升節慶的策展內容，進而協助節慶本身與產業持續創新。 / The purpose of the study is to investigate the importance of gatekeeping process in cultural festivals and the cultural and creative industries. This study uses the gatekeeping theory which is commonly discussed in the area of communications in order to understand how the festival carries out gatekeeping function in its curation by using an example of the “2014 Urban Simple Life Festival”. The research question of the study is “how the 2014 Urban Simple Life Festival uses gatekeeping in the curation?”. The study adopts case study and uses participant observations and in-depth interviews as the research tools to investigate how the gatekeeping is used in the 2014 Urban Simple Life Festival curation. In addition, this research aims to explore how the gatekeeping outcomes influence festivals themselves and the innovations of the cultural and creative industries. This research finds out that the festival organizer’s gatekeeping abilities and the gatekeeping contents do affect the gatekeeping boundary. Furthermore, the gatekeeping process is a repeated correcting process. Apart from the four gatekeeping abilities in the existed literature, the study also discovers that the most important gatekeeping ability in festivals is the “curatorial ability”. With the curatorial ability, the festival organizer would be able to help and assist the participants to present their best work in the Festival as well as to enhance their brand visibility to the market. This study suggests that the festival organizer should take the “curatorial ability” into consideration during the curation process to enhance the innovation ability of the cultural and creative industries

就文學角度而言，「詩經」是古代歌謠之總集；從經學立場來說「詩經」是儒家治平 的寶典。前者偏重其抒情本質，後者則強調其政治意涵。同指一部古籍，或以為喜恕 哀樂之所發，或以為倫理政教之所本，其中似有不能相容之處。推考其實，則事或不 盡然。蓋文學束質中，早已隱含抒情與美刺二元因子之同時並存，爾後彼此之消長起 伏，則隨時世而有所遷移；「詩」自不例外，其與歷史文化發展之因緣，亦有清楚的 脈絡可尋。 從先民節慶祭祀場合的激烈舞踊謳呼，到早期歌謠的吟唱諷誦，顯示一自然演化的趨 勢；此一淵源關係，可以從現存詩篇所殘留之原始樂舞痕跡裡，得到充分說明。 從里巷的文學性歌謠，發展至貴族的政治性詩篇，則有其人為制作之深意在：或於宗 廟祀享之時，為樂工瞽矇所歌奏；或於燕飲酢之餘，為君臣賓主所吟唱；或於應對周 旋之際，為大夫卿士所稱引。要皆藉以為表意之媒介，使用之時機固不盡同，但均不 色帶有濃烈之政治色彩。以此下逮戰國之世，更衍成儒者興觀群怨，事父事君之教； 於時，「詩」之媒介性格又為之丕變。 推「詩」之所以自民間進入貴族，復於此上層社會中呈現種種不同之面貌，一則由於 此一表意媒介本身性格即允許相當之彈性；再則，當時特有之政治及文化背景，亦直 接、間接地促成此一改變。本文的研究，即欲就「詩經」、「左傳」、「國語」及相 關之文獻史料中，探索「詩」從歌謠世界步上政治舞台之過程，並掌握此一媒介在歷 史文化潮流底下所發生的性格演變。

在週休二日實施之後，國人休假方式由每週一天半增加為週休二日，休閒時間明顯增加，而民眾對於國內旅遊的意願提升高達八成。以台灣觀光休閒產業發展趨勢及現況來看，為因應地方經濟需求，滿足國人對地方資源的懷舊及偏好，以地方資源特色所建立的觀光發展已儼然成型，而這種整合地方資源、吸引觀光人潮，增加城市能見度，彰顯主政者施政能力的觀光策略，已在地方蔚為風潮。 首次舉辦的彰化縣2004台灣花卉博覽會，為彰化帶來實質經濟效益，同時這個行銷案也獲得「2004年中華民國行銷傳播卓越金獎」以及「2004年國際行銷傳播卓越銅獎」，評審稱譽是近年來推動地方節慶事件觀光非常成功的行銷企劃。花博團隊是如何選用適切的傳播工具與置入性行銷手法，和消費大眾進行溝通？在選擇及應用上有什麼樣的策略？都是本研究亟欲深究的主題。 本研究以「個案研究法」選取「彰化縣2004台灣花卉博覽會」為研究個案，同時以「參與觀察法」進行為期2年10個月的觀察，並以「深度訪談法」訪問「彰化縣2004台灣花卉博覽會」的計畫主持人及票務組組長，進行半結構式的訪談。同時，輔以次級文件分析，期望對觀光節慶節慶活動運用整合行銷傳播及置入性行銷之可行性等做法，有較明確的認知及建議。 研究發現，花博團隊在傳播工具的使用與整合上，包括：（一）傳播工具的有效整合，創造最佳成效（二）品牌忠誠度及關係建立（三）傳播工具的選擇兼顧全國性及區域性（四）執行策略完善，全面性曝光（五）團隊由高層主導，內部公關得宜。而在置入性行銷的溝通內容部分，則包括（一）個人關聯性的結合（二）移情作用（三）資訊的傳遞（四）如臨現場的執行性。在行銷策略的擬定及行銷工具的表現，則包括：（一）市場定位明確，傳播工具及訊息合宜（二）代言人及吉祥物策略選用，增加曝光效應（三）異業結盟擴大觸角，創造行銷新模式（四）營運及宣傳的整合。 就未來各縣市舉辦觀光節慶活動的建議策略，應朝：（一）善用媒體作營運團隊，開創行銷新紀元（二）新聞置入效果佳，但須考量公眾利益（三）經費有限，創意無限（四）永續發展之路等面向經營。

近年來，各地方政府都將節慶活動視為創造經濟效益、形塑地方文化特色的政治活動。臺灣各地方政府在面對經濟發展的競爭態勢下，為振興地方產業，紛紛積極推廣節慶觀光做為開發經濟的良機。地方政府運用行銷之概念，不僅為地方帶來財源，更為各地方政府塑造了鮮明的形象與特色。 在台灣各地方政府所舉辦的諸多大型節慶活動中，以「宜蘭國際童玩藝術節」最具有指標代表性，不但成功結合觀光、遊憩與文化產業，營造宜蘭的特色，獲得民眾的認同與支持，更成為享譽國際之活動，也是各縣市政府辦理節慶活動標竿學習之最佳實務典範。 本研究先檢視政策行銷與節慶相關理論及文獻，了解地方政府節慶行銷的意義、內涵、策略與作法等，比較政策行銷與節慶行銷的異同。並以「宜蘭國際童玩藝術節」個案為例，探討地方政府進行節慶行銷之策略與環境影響因素，檢視政策行銷執行成果，根據研究結果提出實務改進建議，做為其他縣市進行節慶行銷參考。舉辦十一年的宜蘭童玩節正面臨著競爭者增加、喪失創意等永續經營發展問題。本研究發現宜蘭童玩節受到政治因素的影響最大，並且產品的創意與文化內涵逐漸消退，缺乏整體性的行銷策略。故宜蘭童玩節的決策系統必須脫離政治的影響，並且投入成本開發創意，建立消費者習慣性的消費習慣，宜蘭童玩節才能永續經營。 / In recent years, the Taiwanese local governments often use festival celebrations to generate economical and political benefits, and at the same time to create and promote their local cultural characteristics. Under the pressure of political and economical competitions, the local governments are forced to encourage festival celebrations aggressively in order to revitalize the local tourism business and further economical opportunities. The local governments use marketing concept to bring financial enhancement and improve its fresh image and unique characteristics. In all festival celebration events held by the local governments in Taiwan, Yilan International Children’s Folklore＆Folkgame Festival is considered as the most outstanding one. It successfully combined aspects of tourism, leisure events and cultural gatherings to establish Yilan’s distinctiveness. Such strategic activities have won the votes of its local residents and become an international recognition event. It has also been shaped into the best learning model and a practical example for many other county authorities to follow. This study aims to examine policy marketing and other related festival theories and literature, with the purpose of understanding the local government festival marketing value, its strategic plan and procedures, and yet comparing the similarities and differences between the policy marketing and the festival marketing. By employing Yilan International Children’s Folklore＆Folkgame Festival as a study case, this paper analyzes the local government’s strategic progress in festival marketing and its environmental factors. In addition, it examines the results of such policy marketing practices for recommendations to other county authorities. After eleven years of annual celebrations, Yilan International Children’s Folklore＆Folkgame Festival is currently facing with increasing competitors and at the same time, losing innovative ideas and other operating management problems. This study finds the Festival is being affected greatly by political factors and lacking the overall marketing strategy. As a result, such event must not be influenced by any political reasons and needs to increase its access to funds in developing creative ideas to attract consumers and to create a successful and sustainable festival event.

觀光產業為缺乏自然資源的離島縣份—澎湖縣的重要經濟來源，而自2003年開始舉辦的澎湖花火節，為提振澎湖觀光收入與打造菊島觀光特色的重要觀光節慶之一，然而近年來由於規模縮小、活動內容缺乏在地特色，且同類型競爭者頻出的狀況下，花火節的效益受到不少質疑。作為澎湖最富盛名的觀光節慶活動，花火節是否依舊能對遊客有足夠的吸引力，並結合澎湖在地文化創造出對於遊客來說具有差異性的特別體驗？本研究擬採用體驗行銷作為理論基礎，以量化的調查法輔以質化的焦點團體訪談法，探究澎湖花火節給予遊客體驗之現況，了解其體驗對遊客滿意度及維繫遊客忠誠度的影響，並就得以補強改進之部份提出實務上的建議。研究結果顯示，體驗行銷模組中之感官體驗、思考體驗及行動體驗對顧客滿意度有顯著正向關聯，而感官體驗、思考體驗及關聯體驗對顧客忠誠度間有顯著正向關聯，而顧客滿意度對顧客忠誠度亦有正向關聯。差異性分析方面，人口統計變項及旅遊特性變項均有部份對體驗行銷、顧客滿意度及顧客忠誠度達到顯著差異。焦點團體訪談之結果大部分與量化結果相符，受訪者指出澎湖花火節的煙火聲光效果是類似活動中最佳，但其是否能與在地文化做結合才是主要考量重遊的因素，節目及週邊設施的規劃也需要改善。建議往後澎湖花火節應融入澎湖在地特色，以增加活動與澎湖本身之連結，並進一步提昇體驗；活動的基礎設施與流程管理也應加強，並增加節目的多元性與互動性，以符合不同特性遊客的需求。 / Tourism industry plays a key role in the economy of Penghu County, which lacks natural resources to develop other industries. The Penghu Fireworks Festival, which has been held annually since 2003, is the most important tourism event to help increase the income of tourism and build the special characteristics of the county as a tourism destination, but recently the effect of the event has been doubted because of the shrink of its scale, the lack of authentic localism, and the rise of many imitating competitors. Does the event still have the competitiveness against others to attract tourists? Is there any possibility to bring some local culture in the event to provide extraordinary experience for the tourists? Schmitt’s Experiential Marketing theories is used in this study as the theoretical base to examine the experience of the Penghu Fireworks Festival both quantitatively and qualitatively. Survey method is performed to find out the relationships between the main variables, which are experiential marketing, customer satisfaction, and customer loyalty. A following focus group discussion is then operated to gain further insights about the outcome of the survey. The result shows that sense, think, and act experiential modules are positively correlated to customer satisfaction. Sense, think, and relate modules are positively correlated to customer loyalty. Customer satisfaction and loyalty also have a positive correlation. ANOVA analysis indicates that differences of experience, customer satisfaction and loyalty among different demographic and tourism variables are partially significant. The result of the focus group discussion is similar to the quantitative analysis. The sensory performance of the Penghu Fireworks Festival is the best among similar events, but what really makes the tourists revisit is whether the event is designed with local culture elements. The content of the shows every night, the event settings and the management system have to be improved as well. Local elements of Penghu should be used as the theme of the festval to make it more relevant to the tourism destination, and to enhance the experience. Physical setting and process of the event should be improved. The content of the event also needs more diversity and interactivity, in order to satisfy the needs of different tourists.