碩士 / 國立中興大學 / 國家政策與公共事務研究所 / 103 / Holding Taiwanese events is not only building local town’s specific image, but also rising economic benefits of cultural tourism in recent years. Therefore, in order to improve the local government fame and promote industry development, the similar situation of holding an event is starting to increase in everywhere. However, the events are displayed in localization of the local relationship, and how to decision process. And it’s worthy to review the development of event at the local.
In this case study, we discuss the development of activity process of Xinshe Sea of Flowers with policy marketing perspective and the usage of marketing strategies from local government. We also figure out the strengths, weaknesses, opportunities and threat in this activity by SWOT analysis. In addition, in order to realize the challenges of holding Taiwanese events and the impacts on stakeholders, we interview with local government, residents and related organization. Finally, we discuss the positive and negative benefits of Xinshe Sea of Flowers, and give policy suggestion to government.
In this study, we realize that marketing strategies are: first, Taiwanese events big and diversity but lack of comprehensive. Second, undifferentiated marketing attract tourists and crowds. Third, inflect of budget. Fourth, make traffic congestion affect activity. Fifth, lots of organizations take part in. We also realize that from stakeholders are: first, lack respect and awareness in Taiwanese events. Second, make negative competition between local industries and third, low local cohesion. Although that, holding Taiwanese events still develop local economy, and make conflicting between economy developments and environmental protection.
In the end, through the examination of methodologies and case, the essay policy recommendations of the Xinshe Sea of Flowers: First, strengthening the connection between local residents and festival. Second, create new markets to purse of sustainable development. Third, Well-planned transportation network. Fourth, developing permanent excutive institution. Fifth, implementing community development.
| Identifer | oai:union.ndltd.org:TW/103NCHU5011012 |
| Date | January 2015 |
| Creators | Shu-ping Fang, 房書平 |
| Contributors | 袁鶴齡 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 216 |
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