The Taiwan Lantern Festival 2013 as Event Marketing for Traditional Festivals – A Case Study

• Main Authors: Hung, John, 洪嘉駿
• Other Authors: Chiu, Hung-Chang
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jbxebn

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 101 === Abstract Festivals origin from culture, within which inherited concepts and life values are embedded. The differences of one festival from another usually form shared meanings for certain community contributing to its cultural and social identities. It is the variations among the traditional festivals in Taiwan that make community-oriented event marketing well function. Consequently, this conceptual differentiation, based on the niche of traditional culture, expands the developments of society and economics. The Taiwan lantern Festival, hosted as a culture-based event by different local governments of Taiwan, plays both a significant role in social and cultural identities of Taiwanese people and a creative part in the development of cultural and creative Industries of Taiwan as well. Meanwhile, the marketing strategies of which are diverse. This research in this sense was aimed at the practices of event marketing of the annual Taiwan Lantern Festival tackling its history, culture, and marketing. An abundant amount of precious first-hand materials as well as resources were gathered and the method of data analysis was employed. Several meaningful findings pertaining to how events were worked and what responsive strategies were applied were provided