The Research into Event Marketing,City Image and Civic Identity-Using “Taichung Jazz Festival ” as the Research Object

• Main Authors: Chang,Ya Wen, 張雅玟
• Other Authors: Chang,Chun Chia
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/87150112054426805864

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 101 === “The City of Jazz,” broadening the global views of her citizens and introducing international performances to the city, is one of the key policies of Taichung City Government, with cultural activities, to market Taichung city. The policy can expand its linkage with the local instruments industry. Also “Taichung Jazz Festival” is expected to be the cultural assets. Whether a public issue like this is able to construct the civic identity is the core topic of the study. The research aims to explore “Taichung Jazz Festival”, by which further examines the correlation among event marketing, civic identity and city image. The research methods include literature review, questionnaire and quantitative analysis. The questionnaire respondents are citizens of Taichung City who are over sixteen years old. Of 476 valid questionnaires are analyzed by the researcher with descriptive statistics, factor analysis, independent sample test, ANOVA, and Pearson’s correlation to acquire the research results. The results of this research are described as follows. For citizens of different backgrounds, the hypothesis that their “ Taichung city image” shows significant differences is partly valid, and so is that of their identification with “Taichung Jazz Festival” showing significant differences. Besides, part of the hypothesis that the understanding of her citizens for the event marketing of “Taichung Jazz Festival” shows significant differences is also valid. The more impressive the city image of “The City of Jazz” of her citizens is; the more identification with “Taichung Jazz Festival” is. Also, the more the citizens know about the event marketing for “Taichung Jazz Festival”; the more they identify with the event. Finally, there is a positive correlation between the event marketing of “Taichung Jazz Festival” and Taichung city image of “the City of Jazz.” In addition to elaborating the research purpose, the research also serves as one of the policy analyses for the prospective promotion of “Taichung Jazz Festival” as well.