The Study on Assessment of Place Marketing: The 2008 Miaoli County International Festival

• Main Authors: Shu-Yuan Ku, 古淑爰
• Other Authors: Chia-Nan Yeh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/64229354580757065390

碩士 === 中華大學 === 行政管理學系(所) === 97 === In 2008, the Miaoli County government held its first “International Festival” which combined efforts by its local tourism industry with an international festival. The Festival’s attendance reached 63,000. Never before had such a local event attained a total net benefit as high as 50 million NT dollars. Further, it banished the notion that Miaoli County is a “cultural desert”, and has also raised high the County’s reputation. Previously, Miaoli County, was described as a third rate, poor mountain county, but since the Festival it has come to be regarded as more appealing , resulting in its becoming a main tourism destination. This supports what Philip Kotler（1993）has said: “Be it is a country or a city, through proper promotion strategies, a locale can regain healthy energy and reverse its depressed path.” As investment expert Jim Rogers has said, “Try to recognize and grasp changes. A person who cannot face or refuses change, will fail. However those who can see through and welcome change can succeed. ” A successful local festival must properly combine culture and marketing. This includes both good promotion patterns and understanding social dynamics.