| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 103 === In the recent years, with the gradual rise of the cultural innovation awareness and convenience of daytrip by high-speed rail, the festival activities in Taiwan have had a trend of rapid development along with tourism development. Different counties and cities have developed festival activities that promote the local industries. Development of regional festivals can inject energy into the regional economy, and effectively promote visibility of the regional features. Thus, it has become the principal axis of regional marketing. Among the three traditional Chinese folk festivals, Lantern Festival represents the cultural implication of reunion and the end of a series of activities for Spring Festival, as well as the beginning of hard work in the New Year. Hence, the Lantern Festival has ranked the first among such three festivals since the ancient times.
This study used local cultures of Lantern Festival as the theme to explore the effects of Taiwan Lantern Festival of the past three years, which combine various cultural innovations and present different themes, on the regional economy of Cishan District in Kaohsiung City, from the perspective of the government activating the local economy. The theme of 2013 was street light, that of 2014 was headlamp, and that of 2015 was common prosperity for 9 districts in greater Qimei area.
This 3-year study found that the overall atmosphere plays important role for satisfaction degree of the lantern shows. The relevant supporting of the traffic planning is the key factor to influencing the tourists’ intention to leave for the lantern shows. In addition, implementation of the activities should not only be creative, but also cover mass communication and accurate marketing so as to effectively popularize the essential meaning of the Taiwanese lantern shows to whole Taiwan and to drive the overall economic benefits in greater Qimei region.
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