Holding festival activities is one of the major measures in regional tourism development, and the purposes of which are simply raising the regional awareness via these large-scaled activities, attracting more tourists to expend in order to promote economic benefits. In the beginning, these activities may once bring many helps for the local. However, they often become worse in a predicament of sudden reduction in tourism numbers, revenue deficit, or even suspension after several years. In this study, we take Kenting Music Festival in Spring as an object to investigate whether the current marketing strategies meet the consumer requirement or not, in order to further promote its future development.
In this research, the marketing strategy is studied in five dimensions, i.e., product, price, place, promotion and service. A quantitative survey is adopted, and analysis methods of descriptive statistics, chi-square test, one-way ANOVA and independent samples T-test are used to study the consumer satisfaction and importance of current marketing strategy on Kenting Music Festival in Spring, and to investigate whether the variable of population statistics will result in a significant difference on the consumer perception of the marketing strategy.
Entirely speaking, the results reveal that the consumers feel ¡§satisfied¡¨ but ¡§unimportant¡¨ on the product strategy of Kenting Spring Music Festival in Spring, ¡§unsatisfied¡¨ but ¡§averagely important¡¨ on the price strategy, ¡§satisfied¡¨ and ¡§important¡¨ on the place strategy, ¡§averagely satisfied¡¨ and ¡§unimportant¡¨ on the promotion strategy, and ¡§unsatisfied¡¨ but ¡§important¡¨ on the service strategy. Meanwhile, consumers with different social and economic backgrounds have dissimilar degrees of satisfaction and respect on the activity experiences.
According to the results and focusing on the target market requirements, several suggestions are provided, e.g., imitating the successful foreign and domestic marketing cases, being defined as an international activity, establishing a certification mechanism to effectively control the service quality, building up more basic public facilities, improving the traffic capacity, cooperation with public media, integrating environmental maintenance into cost consideration, cooperation with the government department to set up a marketing inspecting organization, etc.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626109-152106 |
| Date | 26 June 2009 |
| Creators | Lin, Yi-cheng |
| Contributors | Tai-Hwa Chow, Pei-how Huang, Fu-Yann Duh, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626109-152106 |
| Rights | not_available, Copyright information available at source archive |
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