| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === “Festival activities” has become popular in Taiwan in recent years and local governments regard it as a strategy to promote local characteristic industries. Local governments all expect to promote their local characteristic industries impressively and to push local economy and tourism ahead through these festival activities. However, although successful examples, which local governments work painstakingly for, can be seen among festival activities, many other festival activities add no new contents. Year after year, some festival activities weaken subsequently or copy each other that finally lose people’s attention, even some activities have been held for several year but very little known.
In responding the “One village, one feature” concept brought up by the CCA’s “Community development” idea in 1994, more than 40 festival activities were held in Kaohsiung area in one year. Among them, “Daliao Red Bean Cultural Festival” has been held from 2005, all the way from self-running by Daliao Township Office to outsourcing handle after the merger of Kaohsiung City and Kaohsiung County. The “Red Bean Cultural Festival” which attracts thousands of people every year has been held for seven years, yet why do people only talk about flowers in Daliao but seldom knows that Daliao town produces red bean? And how “Daliao Red Bean Cultural Festival” successfully attracted 50,000 people in 2012 by using IMC tools and marketing strategies to make people focus on red bean industry in Daliao will be the main issue to discuss in this study.
This study uses festival activity and integrated marketing communication applied theory as basis, with case study method, participant observation and literature analysis to investigate in depth the connotation of IMC tool and marketing strategies used in “2012 Kaohsiung Love in Daliao Red Bean Festival” and gradually explore critical successful factors to put forward research proposals for reference to the use of integrated marketing tools and marketing strategies to organize local festival activities in the future.
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