Recently many people spent leisure time for tourism. The local government uses this kind of trend to design elaborate of festivals to attract visitors. There are more and more festivals in Taiwan, but few activities like Pingtung Bluefin Cultural Festival and Tainan Paiho Lotus Carnival can create more than ten million dollars.
This research chooses these cases, and through depth interview to collect information. The core question is ¡§ In the period of festival, what the marketing mix and business strategies are, how the product is chose, and how to dispose related resources¡¨. The conclusion is following¡G
1. The local government represents some unique local resources that express the critical internal resources of festival, including productive, cultural and tourism resources.
2. For designing activities, we can develop package tourism; home stay tourism, cultural tourism and the tourism that the visitors can participate in themselves.
3. Developing festivals, we should not only merchandise festival products but we also insist on preserving district cultural.
4. The local government combines industry and culture to promote tourism, upgrade industry, and divert tourism activities.
5. The best model for Taiwanese festival is to set up a foundation to manage festivals.
6. When local government promotes festivals, making good use of marketing strategies, designing itemized media plans, encouraging public and private cooperation involving, and establish first brand image are important.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0703103-150124 |
| Date | 03 July 2003 |
| Creators | Lin, Yi-Jung |
| Contributors | Jen-Jsung Huang, I-Heng Chen, Yue-shan Chang |
| 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-0703103-150124 |
| Rights | campus_withheld, Copyright information available at source archive |
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