Tourism Marketing Strategies of Festivals—A Case Study on I-Lan International Children’s Folklore and Folkgame Festival

• Main Authors: LO, KUEI-CHEN, 駱桂珍
• Other Authors: CHANG, SHIH-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/79065068033992017762

碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 96 === In recent years, community, business organizations, local and central government constantly hold all kinds of events and activities for celebrating holidays and promoting tourism in order to distinguish and improve their popularity and reputation. For energizing local industries, every local government considers holiday and tourism promotions are the best ways to develop local economy. Among numerous holiday celebration events, “I-lan International Children’s Folklore and Folkgame Festival” can be called the number one event in Taiwan. After twelve years of being the most representative event, the festival was temporarily ended in 2008. Using a case study of Children’s Folklore and Folkgame Festival, this study intends to investigate from several perspectives concerning the causes of suspension and to explore advantages, disadvantages, opportunities, and threats based upon the environment of I-lan tourism industry for SWOT analysis. Major research contents include the combination of 4P of holiday event and tourism marketing and 6P of the policy marketing. According to literature review and depth interview, data were analyzed and several suggestions are concluded based on research results for future references of the policy makers. Marketing strategies suggested in this study include: 1. Marketing strategies suggestions for Children’s Folklore and Folkgame Festival include: 1) Children’s Folklore and Folkgame Festival must contain local culture and characteristics; budgets for the cost of event expenses have to be appropriated for the development of creative merchandise. 2) Carefully set the criteria for event cost; establish a mechanism of price standard for event coordinators who operate the festival. 3) Strengthen event schedule and route, tour guide, and environment maintenance. 4) Explore the possibility of international marketing. 5) Strengthen partner relationship and establish a system for the certification of tourism business. 6) The event coordinator and decision-making system of Children’s Folklore and Folkgame Festival shall entirely avoid political influences. 7) Central government shall establish an evaluation mechanism to sponsor good quality holiday festival or celebration. 8) Establish an international folklore dancing database. 9) Actively prepare and build up Children’s Folklore and Folkgame Park; restore the celebration of Children’s Folklore and Folkgame Festival when the objective conditions are proper. 10) Re-position I-lan International Children’s Folklore and Folkgame Festival as a cultural public interest event. 2. Marketing strategies suggestions for holiday festival and tourism activities in I-lan. 1) Product – With value-added culture and elegant eatery, “creative” and “local” concepts mutually take shape to construct a beautiful I-lan for tourists to enjoy. 2) Price – Value is more important than price. 3) Place – Use environmental and transportation advantages for better collaboration in event measures. 4) Promotion – Focus on the image of “Lohas and easy life” in I-lan. 5) Partnership – Join efforts from community and local people to hold holiday events and celebration. 6) Policy – Establish travel and tourism bureau for an international tourism planning; strengthen fundamental construction to hold a grand exhibition; motivate officials in public sector to have and explore a global vision.