| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 93 === According Kaohsiung Lantern Festival tourist investigation reports（liang-jian Lee,2005）, it can be concluded that most tourists are from Kaohsiung city and Kaohsiung county. Furthermore, the successful experience of Kaohsiung Lantern Festival makes ministry of transportation and communication to submit a series lantern festival of「Taiwan Lantern Festival」to be a unity international marketing planning and tour measures. Therefore, marketing strategies will be an important project to be studied in the future and how to promote Kaohsiung Lantern Festival to attract neighborhood cities or counties even international tourists is the main purpose in our study.
In this paper, we review existent references and expert’s depth-interviews and analyze the internal and external resources of Kaohsiung Lantern Festival to construct a hierarch framework about tourist characteristics and marketing strategies in the future. Along with the questionnaires filled out by these professionals can be analyzed with Analytical Hierarchy Process to treat as the Kaohsiung Lantern Festival marketing strategies scheme.
To sum up, this study concludes that Analysis Result Filled Out Whole Design Activities has remarkably more important than the advertisement and publish. Therefore, Whole Design Activities influences the successful key factor of Kaohsiung Lantern Festival. In the end, we single out the top five essential factors of thirteen factors which could influence the Kaohsiung Lantern Festival by priority which are Advertisement Media, Particularity, Transportation Arrangement, Participative Activities, and Take Place Extent. We will use the five factors to be our reference in the study of marketing strategies of Kaohsiung Lantern Festival or resemblance and further related studies.
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