碩士 / 國立嘉義大學 / 公共政策研究所 / 106 / Sightseeing is the most representable industry nowadays which brings large amount of economic benefits to countries and industries. In addition, city marketing is one of the effective ways to bring sightseeing which can not only boost regional economic activies, and create a city’s own specific value and brand, but also achieve the goal of sustainable development by integrating local characteristics and resources.
Traditionally, it is common to integrate regional characteristics and cultural activities in festival activities while executing city marketing. The most common case would be the music festivals such as Gongliao Rock Festival in New Taipei City, Jazz Festival in Taichung, International Band Festival in Chiayi City, Spring Scream Festival in Kenting and etc. These are also the subjects that scholars would be interested in for their research. In other words, very little attention were paid to the music festival in remote districts and with less reputation and scale such as Taixi Haikou Music Festival. As I live in Taixi after getting married in 2015, I’ve chosen Taixi Haikou Music Festival which started in 2014, but stopped in 2015 and held again in 2016 to be my research topic.
The purpose of this rearch it so target of the research in order to realize the relastions between Taixi Haikou Music Festival and Taixi city marketing. Documents analysis, questionnaires and interviews are used in this research. The findings are as follows:
1. The image of the festival has well presented local natural sceneries and characteristics. Yet, the infrastructure has to be improved.
2. The fact that 67% of participants were local residents shows that the festival had limited attraction and marking effets to the outsiders. However, since more than 80% of participants were willing to join the festival again , it shows the possibility that the festival can be broadened by better planning and improvement, and it can also brings greater effects through local marketing.
3. This festival not only strengthens the cooperation and coordination between the government and the private-sector, but also strengthen the local identification among residents in Taixi.
The analysis shows that even Taixi has limited resources in many ways, festival with small scale such as Taixi Haikou Music Festival can still be effective in terms of enhancing the local image, reaching the goal of city marketing, and becoming the brand of the city.
Keywords: Taixi, Taixi Haikou Music Festival, Festival Activity, City Marketing
| Identifer | oai:union.ndltd.org:TW/106NCYU5054003 |
| Date | January 2018 |
| Creators | Huang Chia Hsing, 黃家馨 |
| Contributors | Chen, Angel Hsi-I, 陳希宜 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 310 |
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