Marketing Strategies of Festival Activities-A Case of Glutionus Rice Festival in Puyan Township of Changhua County
| Autor: | Chung-ju Chen, 陳瓊如 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Under the impact of globalized economies in recent years, local cultural industries have been developed with local cultures and resources in countries for enhancing local economic developments and increasing local revenues. By emphasizing the local uniqueness and create the values of industries, the customers’ concerns and interests was attracted. Moreover, the festival, one of the events held to attract tourists and consumers, have gradually become the main trend. These events consist of some local cultures. Even the event planningspecialists do make use of these cultures as an important factor to allure crowds and participants for developing local sunset industries. This study takes the sticky rice culture as study object, and investigates if PuyanSticky Rice Festival consists of local culture. The researcher got the following results from participating, observing and interviewing: The results consist of three parts: (1) Influence of Puyan Sticky Rice Festival on promoting tourism of Puyan Township. (2) Advantages and disadvantages of marketing strategies. (3) Suggestions for marketing strategies of Puyan Sticky Rice Festival in the future. As what was discovered in the study, researcher will rethink and re-examine the event planning process of Puyan Sticky Rice Festival, and provide perspectives and recommendations based on theory of cultural tourism for future research. Key Words: Puyan Sticky Rice Festival, Festival and Event, Local Cultural Industry, Marketing Strategy. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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