A case study in city marketing：Photographic competitions in Miaoli

• Main Authors: Wu,Sih-Sian, 吳思賢
• Other Authors: Wei,Min
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/jct3t3

碩士 === 開南大學 === 公共事務管理學系 === 100 === City marketing integrates various factors to create culture characteristics belonging to linking city. There are about eighty photo competitions held by Taiwan’s public administration in 2010. However, few people notice the effects of works on city and citizens as well as how the works presents after photo competitions. This study uses photo competitions held by Miaoli in 2009 to explore if relative activities of photo competitions can be promoted to activities of photography festival in Taiwan. This research utilizes literature review, introductions of cases, interviewing experts, field work of photography festival, and integrated analysis to comprehend why relative activities of photography festival cannot be held in Taiwan. The empirical findings reveal that people of political aspect (called bureaucratic entrepreneur) play an important role in affecting the results of activities. In addition, city marketing is not equal to policy marketing in that the former is implemented in the way of local government to create the local characteristics and economic effects by public private partnership rather than carried out from the viewpoint of central government. This study is the vanguard of combining photography and city marketing to make that photography festival of local characteristics can be held in Taiwan and communicate the cultures with other cities of photography festival.