| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 102 === The urban cultural image differs due to the overall performance of life connotation and external form. The healthy and multiple city built by Miaoli County is a hope of combining rich cultural elements with tourism resources to be dedicated to creating the new image of Miaoli County cultural tourism and to render Miaoli County become an international cultural tourism city with depth and connotation. By hosting activities, travelers from home and abroad are attracted to travel in Miaoli, creating numerous new business opportunities.
Through art festival activities, not only can the culture atmosphere be enhanced, but also the tourism marketing benefits are reached. More importantly, it is to shape local identification, create collective memory and establish local culture value. In addition to emphasizing local combination, the cultural policy of Miaoli County also constantly promotes culture in international stage, thus leading to the international art festival.
Early in 2008, Miaoli County government invited Karel Lars International Concert and the Irish River Dance to perform in Taiwan, after which many international singers with great fame have been invited in the subsequent years, such as Domingo, Blain, etc, while what made a real hit was the Taiwan Lantern Festival in Miaoli held in the 2011, creating a population flow of 8.02 million tourists and an estimated 5.6 billion tourism value. All these make Miaoli County government sense the business opportunities and benefits from the festival activities.
In 2012, coupled with the implementation of the National Day fireworks, Miaoli County integrated culture festival and activity, expanding it into a monthly art festival activity series, namely the 2012 International Fireworks and Art Festival in Miaoli discussed in this study. Through the observation of local grand arts festival activities, the overall benefits were further discussed, on the basis of which whether Miaoli County’s planning for the international art festival activity was suitable and remedy was recalled were discussed.
This study conducted the exploration through quantitative questionnaire and qualitative interview. Quantitative questionnaire survey was to understand the audience’s satisfaction and recognition of this event by Miaoli County, while the qualitative interview comprehended the motives and objects of the decision-makers. Interviewing local arts groups, the planning direction and benefits of the overall activities were learned. Through the integration of quantitative questionnaire and qualitative interview, the external and internal benefits of the activity were assessed and compared with the target to see whether they were consistent and achieved the functions of marketing Miaoli and enhancing the arts level.
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