| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 93 === In recent years, each city and county in Taiwan has gradually developed a new recreation activity style in which each of them combined its local characteristics and its outdoor recreation. With the advertising and promoting by the local governments, all cities and counties are forming their particular characteristic of local culture. I-Lan’s International children’s Folklore ＆ Folkgame Festival is one of the most successful state-run activities in Taiwan and the number of visitors to the activity in 2002 amounted to 907,390 persons. What kind of marketing tactics did it adopt to reach such an impressive performance? And what else strategy can it be used to sustain the activity and develop the further potential market?
After understanding the visitors’ experience to I-Lan International children’s Folklore ＆ Folkgame Festival, this thesis did some statistics analysis to see if the visitors’ satisfaction and consideration to the marketing strategy are obviously different from the demography. Besides, this research also proposed a set of suggestion of marketing strategy as a reference for the sponsor, and hope to help the I-Lan’s International children’s Folklore ＆ Folkgame Festival continue on and on.
First of all, this thesis organized the development of children’s Folklore ＆ Folkgame festival by the historical research to study the marketing strategies in the past. There were 600 questionnaires sent out and retrieved 501 effectives. Then Descriptive statistics, Analysis of Variance and Logit model were used to analyze the result of the questionnaire. By those analyses, the research emphasized on the study of the visitors travel characteristics and on how the factors influence visitors to revisit the festival.
Finally, according to the analysis results, this thesis proposed a set of feasible marketing strategy for the sponsor: 1. Product Strategy: (1) Design the childish-meaning toys or games which are subjected to their essential content. (2) Strengthen safety measure (3) Raise the professional service 2. Price Strategy: (1) Reduce the admission fee for public welfare (2)Adopt the flexible price (3)combine the price with the different journey events. 3. Place Strategy: (1) Increase the areas for activities and establish the roads to connect outside field (2)Provide the shuttle buses (3) Set up Travel Information website 4. Promotion Strategy: (1) publish travel guides for Children’s folklore festival (2)Produce the vivaciously advertisements and give the visitors related mementos as presents (3) Attract foreign tourists.
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