A Study on the Effect of Elevating the City Image via Event Marketing-Taking 2010Taipei International Flora Expo as an Example

• Main Authors: Ho, Chih-ling, 何之翎
• Other Authors: Fu-Yann Duh
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/16378988821579418725

碩士 === 文藻外語學院 === 國際事業暨文化交流研究所 === 99 === Under the trend of globalization, to attract talents and capital, cities have to incessantly create their positive images in the face of ever-increasing cutthroat competitions. The practice of cities’ marketing themselves to promote their images through events is widespread. In recent years, Taipei City has extremely intended to improve and promote its respective images by hosting large events so as to propel itself onto the world stage. Taipei International Flora Expo 2010 is the first internationally accredited expo held in Taiwan. The success of the big event relies on the organizer’s well-considered plans in every aspect in pre-, mid- and post- events and on the appropriate execution of the event marketing mix to help meet the ultimate goal of improving the image of the city and marketing the city. The questionnaires of the research were delivered in three stages. The first stage was conducted before the Flora Expo, and was aimed to know citizens’ viewpoints of the image of Taipei City. 943 valid questionnaires were retrieved. The Taipei City Image Questionnaires, which were targeted to have a survey on the opinions of the citizens who had or never had visited the Flora Expo, were handed out in the third stage after the Flora Expo started. 612 valid questionnaires were collected. Among them, 382 respondents had visited the Flora Expo, while 229 ones hadn’t visited there. Research has shown that, if the two-stage samples of the questionnaires of Taipei City image were compared, the city image does improve after the city hosts a certain event. However, the subjects affected were mainly citizens who had visited the Flora Expo. Meanwhile, Taipei City citizens also apparently considered that the Flora Expo had improved the image of Taipei City, while citizens who had never visited the Flora Expo, living outside Taipei City or holding foreign nationalities failed to apparently sense the effects of the Flora Expo. The research in the second stage delved into conducting a satisfaction survey of the Flora Expo. In the stage, questionnaires were administered in pre- and post-events so as to examine how the event marketing mix in pre- and post-events affected citizen satisfaction. Research in the stage has shown that except for the fact that the promotion strategies in the post-event didn’t have an influence on citizen satisfaction of the Flora Expo, the marketing mix in the pre- and post-events did influence citizen satisfaction of the Flora Expo. It indicated that the promotional items of the marketing mix in the pre-event should be well prepared to help lead to the event’s success. In addition, research has shown that, due to the success of the Flora Expo marketing mix, the evaluations of the event marketing mix of visitors in the post-event of the Flora Expo were significantly higher in satisfaction, loyalty and the effectiveness of Taipei City image of the event than those in the pre-event. Nevertheless, the marketing mix of the Flora Expo did not affect the satisfaction of the citizens of both sexes, from and outside Taipei City. Finally, the research proposed some practical suggestions on citizens’ opinions of Taipei City image, Flora Expo satisfaction, and how the Flora Expo had improved Taipei City image for the reference of those in charge of the cities and the organizers of the future hosting of the big events held in cities.