A Study of Urban Festival Branding Management：An Example of Kaohsiung Zuoying Wan-Nien Festival

• Main Authors: Yen-Hao Chen, 陳彥豪
• Other Authors: Jih-hwa Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/73498195641629040171

碩士 === 國立中山大學 === 公共事務管理研究所 === 98 === The aims of this research investigate and discuss the possibility of how a local government can construct city image by organizing local festivals with its marketing campaign. In generally, most of festivals and events can inject economic revenues and build up the city images upon branding marketing. Basically, the local government remains the main authority to coordinate the festival promotion and marketing, but festival branding and marketing even meet many challenges and struggles. Significantly, many of phenomena in Taiwan tourism markets presented those current festivals facing many potential problems and unpredictable impacts with respect to festival management and sustainability. However, these problems and dilemma including local government please tourists, lack of culture protection, demolishing local specialty and lack of innovation as well as the purposes of this festival. Wan-Nien Festival was chosen as the case study of this research since Wan-Nien Festival has exhibited for more than ten years to be the most popular and historical event of Taiwan official festivals as a result of its amazing campaign and diverse contents. Due to its entirely empirical characteristics and comparing with other short-lifecycle festivals in Taiwan tourism market, Wan-Nien Festival has been already authorized by Taiwan Tourism Bureau to call for the 2010 main folk festival t. On the contrary, a number of festival managements might face the end situation due to the limitation of budgets even though those festivals have already experienced and accumulated high popularity and reputation such as Yilan International Children’s Folklore ＆ Folkgame Festival. Similarly, Wan-Nien Festival might face the same challenge and difficulty for its sustainability without money injection. In contrast, many famous festivals and events are still in the process and development, such as Edinburgh International Festival which has been held for more than sixty years (from 1947). However, these famous festivals still attract many tourists all over the world as a result of their marvellous activities and they also turn into highly-acceptations festivals by the branding marketing. According to the argument of above description, the purpose of this research intends to discuss the possibility of Wan-Nien Festival branding-building and branding management. The methodology of this research can be divided into three perspectives. First of all, Three outstanding international festival, Edingburgh International Festival, Qingdao International Beer Festival, and Yilan International Children’s Folklore and Folkgame Festival will beanalysed, induced, and compared the significant key factors and impacts to result in the success of these festivals. Secondly, referring to the branding management, research strategy adopt semi-construct interview to ask eleven relative stakeholders such as governors involved in holding festival, representative from Wan-Nien Festival local committee, village wardens, scholars specialize in festival marketing and tourism and business representatives. This research method tries to build up complete theory in the base of grounded theory and utilize the Atlas.ti 5.6.3 software to integrate and collect these interview data. The main research process is to record all correspondents interview conversations by the step to open coding, family coding, illustrating network diagram and finally constructing research theory. Due to the deep interviews with 11 relative stakeholders who might directly or indirectly participate in Wan-Nien Festival marketing and branding, this dissertation illustrated several significant discoveries and valuable information. These results demonstrate that there are numbers of key factors of a success festival such as well-using of the local resource, festival organizing and support with more assistance from a local government, and integrating local community agreement. The research results also recapitulate that local participators involvement seem main power to drive the local feature and shape the festival organization. In addition, the main attraction to identify the difference of marketing branding and marketing position is to plan the local stories.