| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 92 === Abstract：
Arranging festival activities to promote local industry has been a trend for local governments in recent years. In particular, leisure tourism has become a tool to activate local economies. It not only provides visitors multiple traveling opportunities, but also allows local residents to enjoy various benefits that are brought by cultural activities. From the viewpoint of the multiplier benefit in economics, the variation of economic society and sustainable tourism development should be the basic condition for traveling consumption. This study analyzes the black tuna festival in Pingtung County and tries to understand the benefit received by arranging festival activities to promote local industry.
The verified result shows that most participants agree that this kind of activity is useful for promoting local industry. However, traffic plans, sustainable activities and sales/marketing need to be further evaluated and improved according to the questionnaires and interviews with local residents. Following the prosperity of the Internet, relevant peripheral commodities of the festival can be promoted with non-local sales and marketing concepts in the future and its benefit can then be further advanced. The concept integrates the sustainability of environmental development and foreign media reports. It would definitely promote Taiwan to the world.
Key words: festival activities, local industry
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