During last few years, place marketing becomes a major task of many mayors and county magistrates when they get their policies moving. The goal is to strengthen the policies statement, promote the whole image of locality, reputation and the power of competition in order to strive for the electors¡¦ support. However, each county is implementing different methods to reach their goal. Some of the counties give the priority to the tourism promotion, while some counties choose to attract the business investment instead. Pingtung County is the one of the counties which focuses on the tourism promotion to market places. Due to the promotion of the Pingtung Blue Fin Tuna Cultural Festival, the blue fin tuna is well-known in Taiwan now. Also Kenting Wind-bell Feast skillfully made good use of the winter tempest to blow the ding dong sound of the wind-bell which is famous to all areas over Taiwan now and bring thousands tourists to Kenting during the winter time.
Pingtung County is the sample of this study and the researcher searched and collected information from the newspapers to know the frequency and contents of the report about the Pingtung Blue Fin Tuna Cultural Festival, Kenting Wind-bell Feast and Pingtung Peninsula Arts Festival. Also in this study, the undertaker of the festivals, local resident, shop owner, journalist and tourists were interviewed in order to understand their opinions about these three festivals. The purpose of this study is through all of these information were collected to analyze how these three festivals impacted the promotion of the Pingtung¡¦s reputation and place-marketing, also to discuss if the experiences of Pingtung County can be applied in other counties. And the result of this study shows:
1. The festival indeed to bring the tourists and push forward the local construct, promote the local reputation and image. It¡¦s a good way to bring the profits in economy and settle a sound foundation for place marketing.
2. The main reason for the success of the Pingtung County¡¦s festivals is all the festival activities design or the marketing strategies were very creative and considerate, not only considered the need of the tourists, sponsors but also the journalists. The festival organizations¡¦ strategies of forming an alliance with different businesses were also the key to the success. Another factor was the professional team work and experiences transition.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0216105-151242 |
| Date | 16 February 2005 |
| Creators | Pai, Pei-lei |
| Contributors | Jui-kun Kuo, Hung-hui Lu, Wang-long Hong |
| 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-0216105-151242 |
| Rights | campus_withheld, Copyright information available at source archive |
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