The City Marketing Strategy Analysis from the Perspective of the Stakeholder - A Case Study of the Anniversary Activities of Fongshan Town

• Main Authors: Ling Wu, 鄔玲
• Other Authors: Ying-Wei Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/96128068272536776597

碩士 === 高雄餐旅學院 === 旅遊管理研究所 === 98 === This research studies on the case of the Fongshan Anniversary activities, wishing to explore the cultural tourism development through local festival from the perspective of the stakeholders about city marketing strategies. First, this research started with documentary studies related to the issues about stakeholder, culture tourism, local festival, city marketing and history of Fongshan twon. Then, collect secondary data to understand the present status of the Anniversary activities and cultural tourism development in Fongshan City. By the mean time, carried on depth interviews according to the interview script based on stakeholder theory and marketing strategy in order to understand the perspectives of different stakeholders upon the issue about developing city marketing strategy and culture tourism through local festival in Fongshan area. This result wish to construct city marketing strategies for the local government or other cities around the world in developing sustainable culture tourism after the merger of the Kaohsiung City and Kaohsiung County.