Study on Festivals and City Marketing-The Case of 2014 Taoyuan Land Arts Festival

• Main Authors: Pei-Chia Kuo, 郭珮嘉
• Other Authors: Deng-Wang Hsieh
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/q3y26s

碩士 === 元智大學 === 社會暨政策科學學系 === 103 === Taoyuan City Government held the First “Taoyuan Land And Open Air Art Festival” in 2013 that its topic was Taoyuan Tableland Mesa and Pond. Moreover, the government continued holding the Second Festival in 2014 in order to conducting city marketing in Taoyuan, combining cultural landscape with art activities. Therefore,the aim of the study was to investigate “2013 Taoyuan Land And Open Air Art Festival” by using documentary analysis and making In-depth interviews. Otherwise, all data were collected by qualitative research methods. Firstly, the study reveals that planning group, which is close cooperation between multiple governments and local groups, is one of significant factors influencing the successful outcome of the second festival in Taoyuan. Secondly, the study indicates that marketing factors such as image marketing, attractions marketing, people marketing, and infrastructure marketing are quite important to the development of the festival holding. For example, the unique aviation culture of Taoyuan Base has enhanced the image of Taoyuan City that could be more eye-catching and interesting. However, some marketing factors have been found fundamental flaws in the case of 2014 Taoyuan Land Arts Festival. For infrastructure marketing, it lacked a well-developed plan so that visitors could not completely explore the art fastival. Thirdly, the study points out that target markets could make a difference on city marketing based on the case of 2014 Taoyuan Land Arts Festival. Even though the festival was held for Taiwanese people, the art exhibition is famous enough to attract international media coverage. Thus, the power of mass media has gradually made Taoyuan City a well-known place that tourists around the world will like to visit. According to the findings of the study, it is better to preserve cultural landscape and organize more long-term art exhibitions with local culture instead of using short-term marketing plans. Hence, The study suggests that Taoyuan City Government could conduct city marketing toward holding festivals related to local arts and cultures.