| Summary: | 碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 102 === Hot air balloon events have emerged in recent years. It has become a major leisure activity, as Taiwan, the United States and Europe have been promoting this tourism and leisure activity for years. Although Taiwan is just getting started, but has been gaining attention of the tourism market. Taiwan's Taitung County Government held its first hot-air balloon event in 2011 and successfully marketed Taitung sightseeing. The city and county governments followed up on this trend to strongly promote hot air balloon activities, which provided a boom in local tourism and increased opportunities. Hot air ballooning has become a very popular local tourism and leisure activity. This research paper will study the appeal of the tourism development and planning for the Taitung Balloon Festival, exploring satisfaction and leisure benefits as measurements. The research approach is accompanied by literature analysis, and qualitative research through in-depth semi-structured interviews to identify individual trends and analyze data, to explore and analyze the experience of the study participants, and to summarize the principles of commonality or relative trends. According to the findings, this study suggests that local governments should improve marketing practices for hot air balloon sightseeing, organize sightseeing activities related to hot air ballooning, combine it with local color and flavor, in the locality during the right season. With well-planned project activities and increased attractiveness of local economic activities brought about by hot air ballooning, these activities will be a positive influence on future development in Taiwan.
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