Abstract Rural tourism can not only benefit the local economy, rural development and environmental improvement, but also concretes rural dwellers¡¦ identities and senses of belonging. Therefore, rural tourism is regarded as an important policy for rural development and local regeneration in Europe, United States, and Japan. Rural tourism is recently released in many countrified regions in Taiwan by combining community identities and taking advantages of special local resources to attract tourists. Among these cases, some successfully achieved the goal of regenerating local development, but some failed and resulted in ¡§creative destructions¡¨. The extremely different results are the motivations of this study. This paper explores the essential elements for developing rural tourism and the purpose of sustainable development strategies. This research takes Dashu Township as the case. Through in-deep interviews, observation, and documental analysis, I collected documental information and viewpoints and suggestions of participators that related to rural tourism. I, according to overall interview results which were assisted with references from documents and correlative information, blueprinted the rural tourism development strategy for Dashu Township. My conclusion of the development of Dashu Township¡¦s rural tourism strategy is divided into four parts according to governmental mechanism, tourist resources, tourist service, and operation and management. I. Governmental mechanism: Setting up a favorable rural tourism environment under government¡¦s support and driving can bring about communities¡¦ mutual connection and create local consensus to arouse inhabitants¡¦ identities and participation. The government can also integrate tourist resources with participators. II. Tourist resources: Tourist resources can be discussed in three dimensions which are conserving natural resources to develop ecotourism, activating art activities to develop cultural tourism, or boosting up industrial resources and passing down industrial culture. III. Tourist service: Tourist service can be improved by planning sound travel schedule, operating accommodations, promoting local dishes, improving transportation equipment and public facilities, and providing detail information for the travelers. IV. Operation and management: Developing delicate products with local features and marketing them creatively. Strengthening human resource training and enhancing the ability of maintenance and management. In accordance with the study discussion and conclusion, the main suggestion for Dashu Town ship to set up rural tourism policy including the following parts which are formulating the development plan and putting administration in practice, insisting on local specialties and local-identity, cooperating with cities in order to reach sustainable value, operating in small scale to fulfill each group¡¦s needs, selecting a particular scenic point and developing profound tourism to form clusters effects in the future , and returning to basic construction to create high quality surrounding.

Every local government make all-out efforts to hold different kinds of art festivals in order to present their local cultural characteristics every year, such as Kaohsiung Zuoying Quarter Million Art Festival and Pingtung Back Tuna Art Festival. However, the impact of suspension of Yilan International Children's Folklore and Folkgame Art Festival is obvious. Based on my observation of field studies, the intense contrast between blossom of Kaohsiung Zuoying 2008 Quarter Million Art Festival and downfall of Pingtung Back Tuna Art Festival comes from whether the art festival is unique or not. Copy is the main reason for failure of art festivals. In the past, few studies focus on applying internet marketing strategy to promote every local government art festivals and studying its application and effects. That is why the purpose of this study is based on the case of Kaohsiung Dashu Township Lai Fung Art Festival in order to gather internet marketing strategy, the relative information on marketing tools and opinion of participants from in-depth interviews and analysis of documents. Therefore, after collecting results of interviews and comparing them with other relative studies and my observation, this study reveals the internet marketing strategy for Kaohsiung Dashu Township Lai Fung Art Festival. The main focuses of this studies are as follow, (a) finding the track of internet marketing strategy (b) local government marketing strategy and its relationship with internet marketing tools (c) how local government use its internet to set up effective marketing strategy (d) the impact internet marketing tools bring to Kaohsiung Dashu Township Lai Fung Art Festival (e) according to results of interviews and the needs of interviewees to set up websites, blogs shopping platforms and nature ranking of keywords search in order to assist Kaohsiung Dashu Township Lai Fung Art Festival promotion, advance development of local economy, improve the marketing channels of local agriculture products and farmers¡¦ life.