Imageation of Destination for the Research of Music Festival-Ho-Hai-Yan Rock Festival

• Main Authors: Yi-Chung Liu, 劉怡宗
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/zsgtzd

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === When people making a decision to travel , it depends on the image of the place for the favority or not. The image of destination will keep affecting when travelers take a trip .Hence, the destination depend on its unique image to attract to the travelers to proceed. However, the reason of some festivals and the culture of the place get out of touched is not only on the enconomy of the activity rather than the culture and ignoring the quality of activity and content of the culture bring the depth of meaning to the travelers.If the quality of activity can not touched with the characteristic of the destination, it could be make the festival or image of the place would lose its credibility. The research consider of music festival is an outcome of the inter-influence for the space of sign and participants , it‟s to deconstruct the “Ho-hai-yan Rock Festival” to give the travelers to get the image of Gongliao, the research devided into 2 section of ”travelers” and “space”, it hopes to explain to the destination of Gongliao by the deconstruction of space and psychology of travelers.Hence, the research investigates to the travelers‟ feeling at the difference stage of Organic Image, Induced Image, Complex Image by the view of the Image of Destination of Fakeye and Crompton(1991), with the 10 respondents who like “Ho-hai-yan Rock Festival”deeply, in order to exvacate the view and feeling of the respondents at the different image stage by the deeply interview. This research discovers that Organic Image can transform to a new Complex Image by the external stimulant and the festivals can affect to the Image of the place in deed. This affection to the image is the key to success to transform to the image of the place by the effective external festivals, the“Ho-hai-yan Rock Festival”, by combining its elements of the place but not conflict it. This is the indispensable to “Ho-hai-yan Rock Festival”(External elements) and Beach of Gongliao(elements of place).