Marketing Aboriginal Festivals - A Case Study on the Orchid Island’s “Si Mangavang” Visit to Taiwan

• Main Authors: Hsin-pei Tsai, 蔡欣蓓
• Other Authors: An-chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/19472419411930093582

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === This research is on the aboriginal cultural festival marketing based on the Orchid Island’s “Si Mangavang”. It cruised across Taiwan Strait and stoped by different cities in Taiwan. This case study is focused on the Orchid Island’s “Si Mangavang” visit to Taiwan. This article referencing to survey on event marketing, festival marketing, cultural marketing and cultural identity focused on the paradox in the event making, as well as the analysis of the marketing process. The study is conducted by in-depth interviews with involvers and local knowledge researchers. It further constructs the marketing elements of the aboriginal cultural festival marketing through the theme, organization, cultural ceremony and media strategy complex. This research found out that the theme of the aboriginal cultural festival should be unique and based on its cultural context, create collected consciousness, preserve the aboriginal culture, construct reliable network between government and NGO as plus take advantage of the media complex to promote a successful festival as well as meaningful aboriginal knowledge to the public.