Research in the evaluation of marketing events under government policy: the case study of Taiwan Lantern Festival

• Main Authors: Wang, Shao Hsun, 王紹旬
• Other Authors: Chen, Don Yun
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/44680534845766901355

碩士 === 國立政治大學 === 公共行政研究所 === 99 === The main objective of this research is to explore and analyze the various responses required from government agencies (e.g., democratic responsiveness, professional responsibilities and accountabilities, etc.) under a democratic governance environment when they organize marketing events to promote tourism-related policies. Considering the large amount of government-hosted tourism events at the present stage, an equally important task is to properly explain to the general public the legitimacy and effectiveness of such promotional events. When applying the relevant policy-promoting instruments, therefore, government agencies should not only pay attention to the process and achievements of the event, but also explain to the general public the rationality and legitimacy of such activities, making good use of the evaluation results. This approach will help to meet the public’s expectations in the process of democratic governance, i.e., monitoring and receiving proper response from government agencies. In the research process, it is discovered that government agencies have initiated an ongoing series of evaluation tasks for the Taiwan Lantern Festival, which were carried out throughout the pre-event, planning, execution and post-event stages. Through the whole process of job division and project execution, the government agencies have already established relevant internal control models to ensure the successful completion of the projects, thereby satisfying public expectations and fulfilling their professional responsibilities. Furthermore, in the process of integrating resources from different public and private networks, the government agencies have also built up good interaction among one another. With their collaborative efforts, they have successfully organized the yearly event of the Taiwan Lantern Festival, representing the unique culture of the respective cities/counties. Their efforts have enriched the contents of the annual lantern festivals, and endowed them with additional charm and unique vitality. The tourist growth created by the Taiwan Lantern Festival should have fulfilled the policy goals of developing the tourist business. While many people believe that the city/county governments are now fully competent to organize their own lantern festival activities, there is still a consistent theme and spirit for this event. Rather than a single and independent marketing activity, it is in fact considered an important policy that guides Taiwan’s festival tourist market. The author therefore holds the view that the continuity of this event will contribute to the improvement of international popularity of and marketing expertise for other cities. The author also has the following suggestions regarding policy evaluation in future: -Policy goals should be established based on the local environment and requirements. -Apart from quantitative indicators, qualitative indicators should also be established in the process of effectiveness evaluation, so as to take into account the diversified value of the events. -As for integrated policy evaluation, it is recommended that evaluation should be conducted by the central government on a consolidated basis, taking into account long-term effectiveness.