Characterized with movability, intangibility and easy to perish, successful tourism is in need of accurate and timely information. As the Internet becomes more pervasive, the industry of tourism and traveling has been considering how to take advantage of the technology and adopting e-business strategies. Meanwhile, local governments are also interested in marketing local festivals using new forms of promotion. This thesis addresses how a local government in Taiwan and a festical conductoring organization tried to transform a traditional religious festival into a nationwide cultural activity and the role of mobile technology and application in it.
Festival is an activity featured by short-term period, over-population, and program change, which makes information demanding for participants. Therefore, a soundful planning of information provision in terms of timingness, accessability and completeness can affect the effectiveness of conducting a festival. Hopefully the mobile technology and its applications can fultill that need. How potential can mobile devices and services fulfill the obligation of offering and updating festival information is the motivation that drives this research.
Taking the ¡¥2005 Taichung County Dajia Matsu International Festival¡¦ as a case example for examination, I explores the role of mobile technology, a prominent form of the information and communication technologies (ICTs) increasingly affects one¡¦s living, in promoting a religious festival with nationwide or even worldwide believers, notably in terms of campaign marketing and information provision. Comments and suggestions follow an in-depth interview with relavant figures and secondary data. Exploration also goes to the role and means of telecommunication operators in promoting this particular festival. These findings are also achieved by participant observation.
This study suggests that, with the consent of festival conductors and interest of mobile operators, mobile devices and applications plays an increasingly important role in festival marketing. Mobiel marketing lowers the cost for both festival conductors in information dissemination as well as tourists in information searching. Still, the mobile¡¦s function of information provision can be be improved and enhanced, notably in deepening cultural beliefs adding to information provision of the show. Hopefully, this study can contributes to the understanding of using mobile technologies in festival marketing so that a satisfactory tourism experience can be achieved.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0804105-160422 |
| Date | 04 August 2005 |
| Creators | Lin, You-huei |
| Contributors | none, Kuang-wu Koai, none |
| 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-0804105-160422 |
| Rights | restricted, Copyright information available at source archive |
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