| Summary: | 碩士 === 國立臺灣師範大學 === 大眾傳播研究所 === 101 === In Tainan there is a traditional coming of age ceremony for 16 year-old children on July 7 on the lunar calendar. Since 2000 Tainan government has taken place folk activities every summer to celebrate this ceremony. After Tainan City merged with Tainan County in 2010, Magpie festival—Hello! Love city Tainan Qixi Festival was a grand folk activity during summer vacation. The element of “love city” was put into this folk festival; therefore, this tradition festival has been transformed. Magpie-valentine’s day, match-maker temple and coming of age ceremony are famous folk activities. Tainan city government packs folk festivals with traditions to become a new festival type; therefore, available marketing strategies are required to popularize this new festival. Further, folk activities are different from general ones because folk activities require effectively spreading unique history and culture for local tourist enterprise in order to reach city marketing.
This research aims to explore the application of the public relations (PR) planning process, mass media, and strategies when Tainan city government takes place this folk activity. The section of literature review includes the discussions related to folk activities, marketing public relations, city marketing and public relations planning. Secondary qualitative study and in-depth interview are applied as research methods.
The research findings are as follows: (1) folk activities require the helps of marketing public relations to effectively realize city marketing. (2) The performance of folk activities is determined by the factors such as advantages, opportunities and environment. (3) The promotion of folk activities needs to combine with local enterprise. (4) Inventive public relations planning process determines the image of activities. (5) The technology abilities of reporters and participants have to be considered when using web technology in folk activities. (6) Public relations team must be more active to reinforce the interaction with mass media.
|
|---|
