碩士 / 國立臺灣海洋大學 / 應用經濟研究所 / 94 / There were more than 100 cultural festivals organized in Taiwan in 2003 and the number increased to at least 437 in 2005. Cultural festivals are special events that costly in terms of labor and money.
Event organizers realize that the planning of the cultural festivals is based on marketing theories and segmentation. To analyze target consumers’ preferences and interests certainly will help the organizers to form a plan and to have a successful festival. With a population of over 6.7 million people, the Greater Taipei Region is the most powerful consumption group and also the most important market in Taiwan.
The purpose of this study is to understand festival attendees’ perception toward marine festivals. An interview survey was conducted from January 1 to February 28, 2006. A total of 300 complete interview samples were obtained. Results show that most marine festival attendees are of ages between 20-50 years. Their favorite festival activities include large-scale firework shows and marine concerts. In addition, the marine festival attendees believe that the cultural festivals help promote fishery and agriculture sector and also increase their satisfaction about the government performance. This study also found that the media coverage, internet marketing, and press conferences are the most effective channels for promoting these events.
Keywords: Consumer Perception, Marine Cultural Festival, Greater Taipei Region, Taiwan
| Identifer | oai:union.ndltd.org:TW/094NTOU5452020 |
| Date | January 2006 |
| Creators | Jin-Sheng Huang, 黃日昇 |
| Contributors | Fu-Sung Chiang, 江福松 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 110 |
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