Event Marketing and Place Branding – Case Study of Taiwan International Balloon Festival

• Main Authors: Yi-Hui Lee, 李怡慧
• Other Authors: Chun-Yao Huang
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/89ebxs

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 107 === With the trend of globalization, cities, areas rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition among cities to establish their credentials as the best choice for prospective visitors, investors and talents will intensify as places focus on how to convey their competitive edge and relevance as a place brand. Even newly developing places can now compete with the charm and appeal of cosmopolitan cities. Unless the latter retain and enhance resources, outward migration is inevitable; residents wish for opportunity-filled places in order to exercise their individual skills and interests. This paradigm means that cities must proactively shape their images and influence what the world thinks of them and the local governments have to position and market themselves with strategic intent. Place branding is suggested as the appropriate strategy for cities to manage their images and increase reputation. Hosting events on a large scale, such as sport games, world expositions and or holding cultural and iconic festivals in recent years have become a key and efficient way of place branding and positive economic impacts. Based on service marketing mix, this study investigates the key factors of successful events through literature review on selected case “Taiwan International Balloon Festival” and interview of professionals from different standpoints of stakeholders in this case. Comprehensive guidelines and key factors of event marketing in such case are suggested as result and reference for organizers when they are making branding strategy and marketing plan in the future. In the end, this study addresses the future trends and event marketing tips and hope this article can be some help.