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1
CHIANG, CHIEN-JU, and 江千如. "Cohort Effects on Tourists’ Festival Experiences: The Case of Yilan International Children’s Folklore & Folkgame Festival." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/74025162704799055132.
Full textAbstract:
碩士逢甲大學
土地管理所
97
In recent years, tourists’ choices of participating in festival/event have already been main concern on the tourism market, however, how to get more tourists to visit each festival becomes an important issue for festival managers. Past findings showed us that the understanding of tourists’ festival experiences helps festival managers attract more tourists to visit. Besides, other research results pointed out that cohort effect on tourists’ festival experiences could be a segmentation variable and can be used to forecast festival of tourists’ decision-making behavior. The knowledge of the tourism filed is less. The purpose of this study is to understand the dimensions of festival experience and the cohort effect on tourists’ festival experiences. The results indicated that tourists’ festival experiences are composed of the cognition festival experience, emotion festival experience and meaningful festival experience. Further, cognition festival experience is composed of ’self-approval,’ ‘relaxation,’ ’exploring new things,’ ‘self-control,’ ‘richening family interaction,’ ‘safe and security,’ ‘meeting people,’ and ‘shopping;’ the sub-dimensions of emotion festival experience is ‘free and happy’, ‘spirited’, sanguine’; and meaningful festival experience is ‘education’ ‘increase self-worth.’ Besides, the cohort effect tourists’ festival experiences exists the emotion and meaningful festival experience.
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LO, KUEI-CHEN, and 駱桂珍. "Tourism Marketing Strategies of Festivals—A Case Study on I-Lan International Children’s Folklore and Folkgame Festival." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79065068033992017762.
Full textAbstract:
碩士國立臺北大學
公共行政暨政策學系碩士在職專班
96
In recent years, community, business organizations, local and central government constantly hold all kinds of events and activities for celebrating holidays and promoting tourism in order to distinguish and improve their popularity and reputation. For energizing local industries, every local government considers holiday and tourism promotions are the best ways to develop local economy. Among numerous holiday celebration events, “I-lan International Children’s Folklore and Folkgame Festival” can be called the number one event in Taiwan. After twelve years of being the most representative event, the festival was temporarily ended in 2008. Using a case study of Children’s Folklore and Folkgame Festival, this study intends to investigate from several perspectives concerning the causes of suspension and to explore advantages, disadvantages, opportunities, and threats based upon the environment of I-lan tourism industry for SWOT analysis. Major research contents include the combination of 4P of holiday event and tourism marketing and 6P of the policy marketing. According to literature review and depth interview, data were analyzed and several suggestions are concluded based on research results for future references of the policy makers. Marketing strategies suggested in this study include: 1. Marketing strategies suggestions for Children’s Folklore and Folkgame Festival include: 1) Children’s Folklore and Folkgame Festival must contain local culture and characteristics; budgets for the cost of event expenses have to be appropriated for the development of creative merchandise. 2) Carefully set the criteria for event cost; establish a mechanism of price standard for event coordinators who operate the festival. 3) Strengthen event schedule and route, tour guide, and environment maintenance. 4) Explore the possibility of international marketing. 5) Strengthen partner relationship and establish a system for the certification of tourism business. 6) The event coordinator and decision-making system of Children’s Folklore and Folkgame Festival shall entirely avoid political influences. 7) Central government shall establish an evaluation mechanism to sponsor good quality holiday festival or celebration. 8) Establish an international folklore dancing database. 9) Actively prepare and build up Children’s Folklore and Folkgame Park; restore the celebration of Children’s Folklore and Folkgame Festival when the objective conditions are proper. 10) Re-position I-lan International Children’s Folklore and Folkgame Festival as a cultural public interest event. 2. Marketing strategies suggestions for holiday festival and tourism activities in I-lan. 1) Product – With value-added culture and elegant eatery, “creative” and “local” concepts mutually take shape to construct a beautiful I-lan for tourists to enjoy. 2) Price – Value is more important than price. 3) Place – Use environmental and transportation advantages for better collaboration in event measures. 4) Promotion – Focus on the image of “Lohas and easy life” in I-lan. 5) Partnership – Join efforts from community and local people to hold holiday events and celebration. 6) Policy – Establish travel and tourism bureau for an international tourism planning; strengthen fundamental construction to hold a grand exhibition; motivate officials in public sector to have and explore a global vision.
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Chen, Yen-Yu, and 陳彥佑. "Tourism Marketing Strategies of Festivals and Events-A Studyon I-Lan International Children''s Folklore & Folkgame Festival." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/226gh9.
Full textAbstract:
碩士銘傳大學
觀光研究所碩士班
93
Festivals and Special events are recently the fastest growing types of promotional activities from local community to government. How to promote and attract visitors’ arrival is an important issue. It''s obviously that the effects of those kinds of activities are needed to be reviewed. The purposes of this study are to probe the festivals planning and marketing issues. On-site interviews were conducted at I-Lan International Children’s Folklore & Folkgame Festival, in the summer of 2004. Three hundred and ninety-six effective questionnaires were collected from five hundred distributed questionnaires. The collected data were studied by the statistic methods such as descriptive statistics and factor analysis. Descriptive statistics were used in measuring the demographics, travel characteristics, marketing and management issues. Factor analyses of 19 marketing items revealed five underlying dimensions, including promotion items, price, provided services, negative thinking and product. The government’s data were collected form semi-structured Interview survey method. The findings showed that Children’s Folklore & Folkgame festival appealed to young man and average income were not high. The main recreation area was the north region, and more information received from television or radio than the introduction of relatives and friends. The results of this study provide some insights into the charactertics of I-Lan Festivals managers or other tourism marketers. Key Words: Festivals and Special Events, Marketing Mix, SWOT Analysis
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Feng, Polin, and 馮柏霖. "Visitor’s Crowding Perception in a Festival --- A Case Study of the Yilan International Children Folklore & Folkgame Festival." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/84265536904100868687.
Full textAbstract:
碩士嶺東科技大學
觀光與休閒管理研究所
99
Most of the researches in visitor's crowding perception have been focused on outdoor recreation areas, and only a few tackle the issue in a festival setting. Although the participants of a festival have different characteristics than the visitors to outdoor recreation areas, the theories of perceived crowding may also apply to define the quality of a festival experience. Therefore, the purpose of this study is to analyze whether there are significant differences among visitors in crowding perception, and to explore the influence of related factors on perceived crowding in a festival. It used the Yilan International Children Folklore & Folkgame Festival as a case study, hoping the results of this study can provide some operational suggestions for the festival management. The study was conducted by using questionnaire survey. The content of questionnaire included four parts: the questions about density-induced stimulus, the discrepancy between the expected and the perceived number of encounters, the perceived crowding, and the basic demographic questions. 289 valid questionnaires were collected. The analysis of variance showed that: women agreed more that there were many people around; elderly visitors had stronger perception in part of density-induced stimulus and perceived crowding; married-with-children visitors had stronger perception in part of density-induced stimulus than the unmarried and married-with-no-children visitors. The frequent visitors had stronger perception in part of density-induced stimulus. The result of regression analysis showed that the density-induced stimulus (divided into space and facilities stimulus) and the discrepancy between the expected and the perceived number of encounters had a significant positive impact on tourists perceived crowding, and the space stimulus played the most important role.
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Lin, Yi-Hui, and 林宜慧. "Residents' Psychological Ownership and Involvement toward Festival—A Case Study of I-Lan International Children's Folklore and Folkgame Festival." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/26539201045299121133.
Full textAbstract:
碩士國立臺北教育大學
文化創意產業經營學系
101
Since the last century, the continuous and rapid development of festivals has been creating a whole new culture, educational philosophy and economic value, and bringing relaxation to human beings in the busy life. Due to the benefits mentioned above, many countries around the world have been making a large investment in holding festivals. Without a doubt, the core value and sustainability of festivals should be discussed and emphasized on, where the relationship between the residents and the festivals has also become a critical issue. This study focused on the relationship between residents and festivals, probing “psychological ownership" and "involvement” as the core theories. I-Lan International Children's Folklore and Folkgame Festival was chosen as the case study festival, and the residents in Wujie Township, I-Lan County, were invited to fill out the questionnaires. There were 238 valid questionnaires, and statistical analyses were carried out using Amos version 5.0 and SPSS version 17.0. The results showed that there were medium-high level of local residents' festive psychological ownership and their involvement, and the relationship between the two constructs was mutually beneficial. Second, residents' psychological ownership was deeply influenced by “the representative of local culture” the most, and the most important factor with involvement was “the link to residents' self-expression and festivals.” Third, there was no significant effect between residents' demographic background and festive psychological ownership, while visitors and part-time employees did have positive effect on the psychological ownership. Fourth, differences in age and education have a significant effect on the degree of involvement, and different participations on the three dimensions of involvement have positive effects on involvement. The study suggested that the relations between residents and festivals should be built on a virtuous cycle, and the mechanisms for residents to participate in the festival be improved and strengthened. We hope that this study can provide festivals organizers with some useful references when they consider the relationship between festivals and residents.
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賴沁沁. "Public Relations Strategy Research for Festival Events— Based on the Yi Lan International Children’s Folklore and Folkgame Festival in 2004." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/84087178914416746146.
Full textAbstract:
碩士佛光人文社會學院
傳播學研究所
92
Launched in 1996 by the Yi Lan County Government, the Yi Lan International Children’s Folklore and Folkgame Festival combines international folk dancing, water-playing activities, and cultural exchanges in one event. Each summer, this event attracts numerous tourists and contributes to the prosperity of Yi Lan’s economy. It has also created a great image for city of Yi Lan. The success story of the Yi Lan International Children’s Folklore and Folkgame Festival started a new trend in Taiwan. Every county and city government was encouraged by the experience in Yi Lan and started to hold various festival events. The key to the Yi Lan International Children’s Folklore and Folkgame Festival becoming the leader and the measuring stick is its public relation strategies. This case study is based on the research done on the Yi Lan International Children’s Folklore and Folkgame Festival in Year 2004. It employs in-depth interviews and secondary analysis method to explore different aspects of public relation strategies such as brand image, corporate sponsorship, and media interaction using the Children’s Folklore and Folkgame Festival information. The study also contains SWOT and PEST analysis to learn the event’s strengths, weaknesses, opportunities, threats, and its interactions with government politics, economics, social impact, science, and technology. The goal of the study is to provide every county, city, and private organization with a reference for formulating public relation strategies when holding different festival events. It was discovered in this study that the public relation strategies used include continuously providing innovative attractions, improving customer services, and building brand image. Through many years of successful operations, the Yi Lan International Children’s Folklore and Folkgame Festival has built up a strong brand image and the word-of-mouth has become the most valuable assets for the event. At the same time, the event seeks corporate sponsorship to get resources like display facility support, free media commercial slots, free supermarket advertising spots, shuttle train services, Internet links, and free products. All the resources acquired by corporate sponsorship provide the event with cost free and overall marketing network. To strengthen media interactions, daily press conferences are held to market the event with frequent media exposures. It was recommended that the Children’s Folklore and Folkgame Festival should make proper use of political, economic, social, and technology habitat to reinforce current strengths, eliminate weaknesses, take advantage of every opportunities, avoid threats, recruit professional public relation experts, and utilize the best market strategies. With all these efforts, the Children’s Folklore and Folkgame Festival will be able to make known to the world and hold a special place in the global art festivals.
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Chuang, Wei-Ming, and 莊瑋民. "The Application of Integrated Marketing Communication in Festival Events-- Based on the Yilan International Children’s Folklore and Folkgame Festival in 2004." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/70926189628471470842.
Full textAbstract:
碩士佛光人文社會學院
傳播學研究所
93
This research studies the 2004 Yilan International Children’s Folklore & Folkgame Festival by using the concepts of the Integrated Marketing Communication (IMC). There are two axles in this research: First, the integration of the stakeholders. Since a good festival requires stakeholders’ cooperation from different levels, this study wants to know the way of interaction and communication among them. Secondly, How to develop the .IMC strategies Since IMC requires a consistent message generated by different stakeholders around the activity, this study wants to know whether the 2004 I-Lan International Children’s Folklore & Folkgame Festival achieved the requirement. This research has the following conclusions: On “The integration of the stakeholders” 1.The “due-roles” benefits the interactions and communication with stakeholders. 2.The long term cooperation with stakeholders inhibits good interactions and communication. 3.An established “core-value” as the base of communication is very helpful to remove the communication obstacles and to smooth the disagreement among stakeholders. On “The IMC strategy” 1.The messages around the festival are not fully integrated, which reduces the efficiency of communication. 2.Multiple methods of communication are utilized, but not successful. The use of new communication technology should have been paid more attention to. 3.Whether the tryout of carton icons is successful remains watching.
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Lee, Chu-Han, and 李居翰. "The Life and Death of Yi-Lan International Folklore and Folkgame Festival─the Examination of the Predicaments Challenging Festivals in Taiwan." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/14347792162301719780.
Full textAbstract:
碩士臺灣大學
新聞研究所
98
China Times released a series of in-depth reporting articles named ‘Enthusiasm of Festivals in Taiwan’ in 2006. The articles indicated some obstacles of festivals and events in Taiwan, and raised extensive discussions. In the article, Yi-Lan International Folklore and Folkgame Festival was indicated as a remarkable case study, especially its success on uniting the local community, bringing in the crowd, and to the extent, creating profitable benefits. However, in 2007, this extraordinary festival that had held 12 years in Taiwan was suddenly suspended, and such sudden movement left a big question mark in the public. This case study focuses on finding the predicaments challenging festivals in Taiwan. The study is divided into two sections. First section is “academic research”, provides literature reviews on the development of cultural policy and related study. Second section is “in-depth reporting”, named ‘The Life and Death of Yi-Lan International Folklore and Folkgame Festival’. The research results indicate five predicaments challenging festivals in Taiwan. First, the paradox between culture and economy. Second, the sway of governmental policy. Third, the gap between opposed political parties. Fourth, the disorder of festival essence. Fifth, excessively reliance on media resources.
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Lin, Pei-Yi, and 林佩怡. "Toward Symbolic Consumption Age – A Narrative Analysis of International Children’s Folklore and Folkgame Festival of Yilan." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72623661644455759603.
Full textAbstract:
碩士淡江大學
大眾傳播學系碩士班
96
This thesis concerns about symbolic consumption, narrative, tourism symbolic. In this research, we choose a case study of the International Children’s Folklore and Folkgame Festival of Yilan(ICFFF). In order to discuss art festival is consumption phenomenon of tourism symbolic. According to narrative theory, to know travel tendency what’s different between before and nowadays. The thesis discuss auspice what said stories, what arose narrative symbolic. How said these stories, what arose meaning. To know auspice Auspice constructs several story lines: “ICFFF and dream”, “ICFFF and learn”, ” ICFFF and international”, “ICFFF and nostalgia”,” ICFFF and adventure ”, “ICFFF and cartoon celebrity.” Auspice hails tourists to consume this symbol. Through narration, could cause the original given name unknown place, changed immediately became popularly . New festival has representation, so the thesis we choose a case study of the ICFFF. To explain tourism already in symbolic consumption ago.
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Tu, Yu Chieh, and 杜昱潔. "A Study of Policy Marketing in Local Government-Illustrated by Yilan International Children’s Folklore＆Folkgame Festival." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/06704090379457101289.
Full textAbstract:
碩士國立政治大學
公共行政研究所
95
In recent years, the Taiwanese local governments often use festival celebrations to generate economical and political benefits, and at the same time to create and promote their local cultural characteristics. Under the pressure of political and economical competitions, the local governments are forced to encourage festival celebrations aggressively in order to revitalize the local tourism business and further economical opportunities. The local governments use marketing concept to bring financial enhancement and improve its fresh image and unique characteristics. In all festival celebration events held by the local governments in Taiwan, Yilan International Children’s Folklore＆Folkgame Festival is considered as the most outstanding one. It successfully combined aspects of tourism, leisure events and cultural gatherings to establish Yilan’s distinctiveness. Such strategic activities have won the votes of its local residents and become an international recognition event. It has also been shaped into the best learning model and a practical example for many other county authorities to follow. This study aims to examine policy marketing and other related festival theories and literature, with the purpose of understanding the local government festival marketing value, its strategic plan and procedures, and yet comparing the similarities and differences between the policy marketing and the festival marketing. By employing Yilan International Children’s Folklore＆Folkgame Festival as a study case, this paper analyzes the local government’s strategic progress in festival marketing and its environmental factors. In addition, it examines the results of such policy marketing practices for recommendations to other county authorities. After eleven years of annual celebrations, Yilan International Children’s Folklore＆Folkgame Festival is currently facing with increasing competitors and at the same time, losing innovative ideas and other operating management problems. This study finds the Festival is being affected greatly by political factors and lacking the overall marketing strategy. As a result, such event must not be influenced by any political reasons and needs to increase its access to funds in developing creative ideas to attract consumers and to create a successful and sustainable festival event.
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Hsu, Juo-Mei, and 許若玫. "Events image on destination events brand -in case of Yilan International Children's Folklore & Folkgame Festival." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/06272262287909889044.
Full textAbstract:
碩士南台科技大學
休閒事業管理系
95
Events have long been recognized as important contributors to destination image. There is also growing agreement among scholars on its significance to destination branding which received considerable interest due to increasing competition in global tourism market. Although the importance of image and destination brand has been acknowledged, to the best of our knowledge, no empirical research has yet confirmed the direct impact of events image to destination events brand and neither identified the dimensions of destination events brand. Adopting themes raised by Jago et al. on destination brand, this study aimed to verify the relations between events images and destination branding by investigating the current images formed by Yilan International Children’s Folklore and Folkgame Festival and their effects on building Yilan as a destination events brand. The findings indicate the construct of destination events brand as 3-dimentional: unique, tradition and planning. This study also suggests that events image has positive impact on destination events brand.
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CHEN, CHIH-LI, and 陳芝勵. "Applying Kano and Refined Kano to Explore Yilan International Children’s Folklore and Folkgame Festival Service Quality." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/01144597724996349026.
Full textAbstract:
碩士佛光大學
管理學系
105
"Children are the hope of the future. With healthy, lively, curious, and creative children, our country's future will be full of infinite hope!" With this concept, Yilan International Children’s Folklore and Folkgame Festival gets started settin children as the service target, hoping to broaden the horizons of children with a whole new experience in play and culture of different countries. Most importantly, the event aims to reconstruct the group relationship of our children. Large-scale cultural events are the most effective way to revitalize local industries and examine cultural resources. Besides, International Children’s Folklore and Folkgame Festival for Yilan plays the role of engine to boost local industry and economy. Because of the high quality and high visibility of the event, it really has enhanced the tourism and cultural industries of around the county. Growing into a large- scale children's activities, the festival has attracted 9.05 million visitors to regularly participate every summer over the years. Among them, 83 percent are non-Yilan residents. In addition to enhancing the overall image of Yilan, the event also promotes the county-related industries and bring in enormous economic benefits due to the consumption from the tourists. To achieve the real goal of the "cultural industry", the content of the festival needs can be more diverse and creative by advancing service quality to atract tourists. In this study, the PZB Servqual scale questionnaire was used to investigate the visitors who visited the park. Using Kano and Refined Kano to analyze the classification of service quality elements of the park, the study then views the four regions in the quality elements to find what element the main concern of the tourists is through the IS model.
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CHUANG, CHIA-HUI, and 莊嘉惠. "A Study on the Marketing Strategy for I-Lan’s International Children’s Folklore ＆Folkgame Festival in Taiwan." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/09844909601903268240.
Full textAbstract:
碩士臺中健康暨管理學院
經營管理研究所
93
In recent years, each city and county in Taiwan has gradually developed a new recreation activity style in which each of them combined its local characteristics and its outdoor recreation. With the advertising and promoting by the local governments, all cities and counties are forming their particular characteristic of local culture. I-Lan’s International children’s Folklore ＆ Folkgame Festival is one of the most successful state-run activities in Taiwan and the number of visitors to the activity in 2002 amounted to 907,390 persons. What kind of marketing tactics did it adopt to reach such an impressive performance? And what else strategy can it be used to sustain the activity and develop the further potential market? After understanding the visitors’ experience to I-Lan International children’s Folklore ＆ Folkgame Festival, this thesis did some statistics analysis to see if the visitors’ satisfaction and consideration to the marketing strategy are obviously different from the demography. Besides, this research also proposed a set of suggestion of marketing strategy as a reference for the sponsor, and hope to help the I-Lan’s International children’s Folklore ＆ Folkgame Festival continue on and on. First of all, this thesis organized the development of children’s Folklore ＆ Folkgame festival by the historical research to study the marketing strategies in the past. There were 600 questionnaires sent out and retrieved 501 effectives. Then Descriptive statistics, Analysis of Variance and Logit model were used to analyze the result of the questionnaire. By those analyses, the research emphasized on the study of the visitors travel characteristics and on how the factors influence visitors to revisit the festival. Finally, according to the analysis results, this thesis proposed a set of feasible marketing strategy for the sponsor: 1. Product Strategy: (1) Design the childish-meaning toys or games which are subjected to their essential content. (2) Strengthen safety measure (3) Raise the professional service 2. Price Strategy: (1) Reduce the admission fee for public welfare (2)Adopt the flexible price (3)combine the price with the different journey events. 3. Place Strategy: (1) Increase the areas for activities and establish the roads to connect outside field (2)Provide the shuttle buses (3) Set up Travel Information website 4. Promotion Strategy: (1) publish travel guides for Children’s folklore festival (2)Produce the vivaciously advertisements and give the visitors related mementos as presents (3) Attract foreign tourists.
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Kan, Ching-hsiang, and 康景翔. "The Coordination Relationship Between Local Government and GONGO in the Tourist Festival: A Case Study on Ilan International Children''s Folklore & Folkgame Festival." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/19427338536936086034.
Full textAbstract:
碩士國立臺灣大學
國家發展研究所
94
In recent years, there are many tourist festivals appearing in Taiwan. Ilan International Children''s Folklore & Folkgame Festival (IFFF) is the most famous and successful one. This research focuses on its organization, introduces the institution and operation of event auspices agent, and explains the relationship between local government and GONGO (Governmental-oriented NGO). Research result shows that the coordination relationship between Ilan County Government and Lanyang Cultural and Educational Foundation (LCEF) is the key successful factor for the achievements of IFFF. The coordination reflects on the following three aspects: funding, organization, and subject. The funding is from public subsidies, box office and sponsor. In organizational, the event auspices agent is composed of county government’s and LCEF’s staff. And the other departments of country government play second fiddle. IFFF uses multi-subject on different affairs: GONGO to handle private-law relations and local government to handle public-law relations. In addition, there is no effective administration to regulate GONGO, except its autonomic mechanism. In conclusion, the festival evolution type, coordination relationship between local government and GONGO, would be not only a key factor to IFFF’s success but also a fine example by developing tourism and cultural activities.
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Liu, Wen Hui, and 劉文輝. "The Brand Marketing Strategy Analysis of International Children''s Folklore and Folkgame Festival in Yilan." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/46636006512044382227.
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碩士淡江大學
公共行政學系公共政策碩士在職專班
101
Yilan County has been the "culture of the county legislature from most county government response to the Council for Cultural Affairs to implement the concept of" cultural industries "so far, the of Ilan international toys Arts Festival has been uphold: By international cultural exchange activities, enhance people spiritual life, improvethe statehood direction efforts; "toys" in the growth of each individual course, have been playing an important role, originally belonged to the children to play culture "regional" However, with the advances in technology and changes in social patterns,The basic characteristics of creative "," mass "is gradually disappearing. The International Children''s Folklore and Folkgame Festival in Yilan emphasis on localization based, and then to pursue the popularity of toys and refined, so that the "toys" brand to become the new culture and new traditions of The Yilan.。 In this study, through the effective integration of resources and the overall tourism planning, engage in the tourism brand marketing cooperation. The research purposes, this study will be through the relevant theory, literature analysis and in-depth interviews, clarifying theoretical concepts and case information collection and investigation; further View Arts Festival on of Ilan international toys SWOT analysis, explore marketing current situation key marketing issues, and then try to develop a tourism marketing strategy and brand development for suggestions: 1. A pricing strategy oriented, service and enterprise type. 2.Children''s festival "brand" to be deep-rooted in the recognition of the local people. 3.Children''s festival "marketing strategy" need to take into account the production and integration between government, academia, media exchanges. Today''s festival tourism brand marketing channels on the promotion of tourism in the local festival is no longer only the duties of the local government, through the co-operation and exchange of industry, academia, the media, and the central and local departments, serve to promote local festivals continued development. "Brand" non-confined on behalf of the festivals themselves need to represent the image of the place, its form from the local people, things, objects integration and creative inject recognition and participation of local residents, the brand and the need to be deep-rooted in place. Build cultural and creative needs for many years, 12th International Children''s Folklore and Folkgame Festival in Yilan brand, strong plastic place of cultural and symbolic, large-scale tourism and cultural activities, is also activated local industry, and effective way to view brand culture; borrowby the public sector and civil cooperation, integration of strategic partners, and culture of sustainable development goals. With the success of the 2010 International Folk Arts Festival Society "(CIOFF ®) Ilan toys section brand certification, expect by this study, the contribution of the public sector reference humble opinion, looking forward to the Ilan County to establish a more complete brand travel network,allow county citizens to participate in a service-oriented tourism resources for the operating principle, the creation of Ilan Child brand, pay attention to the children to play the "localization, the popularization of refined, but also the the travelers saw Ilan brand internationalization, so that visitors"fun heart swim. "Health, wisdom, prosperity "in the tourism industry, beginning to explore the spirit and aims of this paper.
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Yen, Liang-An, and 顏良安. "Study on Consumer Leisure Motivation, Experience Value, Satisfactionand Loyalty – A Case of IlanInternational Children’s Folklore and Folkgame Festival." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/8ecjk7.
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碩士國立屏東商業技術學院
休閒遊憩與創意產業管理研究所
100
The Yilan International Children’s Folklore and Folkgame Festival (CIFF) is recognized by International Council of Organizations of Folklore Festivals and Folk Arts as the only festival of its kind in Asia. It is an important festival where people experience cultural exchange, acquire knowledge and enjoy recreational activity. This paper examines the differences and effects among 2011 YICF visitors’ leisure motivation, experience value, satisfaction and loyalty through conducting survey. The survey consists of visitors’ characteristics, visitors’ attributes and four dimensions: leisure motivation, experience value, satisfaction and loyalty. In total, 300 questionnaires were effective. Using SPSS12.0 statistical software, results were gained through a series of analyses including descriptive statistics, independent-sample t-test, one-way ANOVA, path analysis. Results show that arious visitors’ characteristics result in partly obvious differences towards the four dimensions. Each dimension is positively correlated. Leisure motivation and experience value affect satisfaction and its intermediate effect; moreover, all of them have significant effect on loyalty. Therefore, the paper concludes that experience value can have direct effect on loyalty. Eventually, a suggestion of revitalization strategy for knowledgeeable activity in a suitable environment with good space division is given as a reference while making decisions that meet with the needs and characteristics of various visitors.
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jason, Kang, and 康智勝. "The effect of external factor on fastival tourism performance:an eample of the Yilan internatioanal children's folklore and folkgame festival." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/79892345842418483922.
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WU, SIH-CIN, and 吳斯勤. "The Teaching Process of the little Journalism’s News Camp: A Case Study of the Yilan International Children's Folklore & Folkgame Festival News." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/n66698.
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Wei-hao, Chen, and 陳威豪. "The Strategic Planning for Future Development of I-Lan International Children''s Folklore & Folkgame Festival.- At 5 Years Short-Term Range Prediction." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/21317512711470918782.
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碩士佛光人文社會學院
未來學研究所
91
Abstract Basing on the Methodology of Futurology and from the aspects of Cultural Futurology, Strategy Research of Public Policies and Tourism, this study will be undertaken in Documents Analyzing and General Interview Guide Approach. The observation schedule is from the end of August in 2002 to June in 2003, and the research schedule is from 2003/7 to 2007/6 in totally 5 years. This study will research in Arts Festival and International Arts Festival documents, cultural tourism developing mega-trends, entire tourism space in I-Lan, total space structure of Chinshui Water Park, Tungshan River, I-Lan, activities and efficiency analyzing, maturity tourism nucleus analyzing, tourism gains analyzing, SWOT analyzing, potential tourists in the future, limitations and the results of interview. After analyzing and reorganizing under the Methodology of Futurology, this study will have the conclusion that the future cultural drawing of “Merry, Hope, Children''s Paradise” is positively existing. And hoping to make the best strategies for the better future of I-Lan International Children''s Folklore & Folkgame Festival, this study will arrange 15 main concepts, 4 detailed developing strategy catalogues, and 3 suggestions for the subsequent researches to broaden the cultural views of Taiwan people, deepen total space aesthetics, establish the ideal model for Taiwan international arts festivals, and provide a new way for culture industry development and the entire vision of sustainable, successful management.
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Cai-Ying, Lin, and 林采瑩. "Nonprofit Organization Member’s Participating Motivations and Perceived Benefits of Special Event's: A Case Study of I-LAN International Children's Folklore and Folkgame Festival." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/83088144264071802195.
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碩士大葉大學
休閒事業管理學系碩士班
93
The festival celebration activity has already developed into important tour development projects, and the run-up of the festival celebration activity, participation of the local government,corporate sponsorship , push of nonprofit organization are an indispensable important factor too. And sympathetic response , love and will participated in and supported for a long time that a festival celebration activity of dealing in continuously forever must cause the participant , must meet the motive demand of the person who participates in activity , namely run benefit to the activity there must be close front cognitive, and understand why NPO member participates in the festival celebration activity , can help planners of the activity to meet its demand more effectively. So the purpose of this research lies in probing into the nonprofit organization member’s participating motivations and perceived benefits of special’s event－a case study of I-LAN International Children's Folklore and Folkgame Festival. This research using cluster sampling and censuses sampling, employed questionnaire method to survey NPO member from the end of January of 2005 to April , The total number of questionnaires distributed in 390 copies, with 280 copies recycled；among them, 248 copies are valid. Descriptive statistical, t-test, one-way ANOVA, and dependent-sample t test were utilized for data analysis. The results are summarized as follows: 1. participating motivations: (1) The strongest motivation was Social interaction motivation. The following were in order to organize motivation, knowledge motivation , and the weakest was achievement motivation. (2)career, participation frequency, participation role and participation time were related to participating motivations. 2. self- benefits: (1)The strongest benefit was Social interaction benefit. The following were in order to organize benefit, knowledge benefit, and the weakest was achievement benefit. (2)career, participation frequency, participation role and participation time were related to self- benefits. 3. structure benefits: (1)The strongest benefit was leisure benefit. The following were cultural benefit, economic benefit, and the weakest was community's benefit. (2)career, participation frequency and participation time were related to structure benefits. 4. It had no differences in egoism and self- benefits. 5. It had no differences in altruism and self- benefits. Finally discussion and suggestions based on the results were made.
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Yang, Hsin-Ping, and 楊心憑. "Consensus Mobilization and Community Identity：A Case Study on the Movement of Re-launch International Children''s Folklore & Folkgame Festival in Yi-Lan." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/86726961665542851297.
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碩士銘傳大學
傳播管理學系碩士班
99
A community-based social movement, internally was about construction of meaning, summoning of identity and mobility of consensus, and externally was about diffusing of concepts and presentation of results, which the launching process must be completed through various tangible and intangible communication mechanism, that often has abounding meaning of communication. Therefore, this thesis tried to use consensus mobilization as approach to survey the communication in the community and to understand how did it happen and operate in a particular environment of local identity. The case study of this thesis focused on the local community protest movement in Yi-Lan during 2007. The research method included secondary data analysis, in-depth interview survey and participant observation. The theoretical framework was based on the three core frames of consensus mobilization (namely Diagnostic frame, Prognostic frame and Motivational frame) and four steps of consensus mobilization (namely Initiating the potential mobilization, Forming the network, Inspiring motivation of the participation and Eliminating difficulties for the participation). The analysis of the core concepts and the steps taken to achieve general consensus to successfully re-launch and promote the annual Yi-Lan International Children''s Folklore & Folkgame Festival (ICFFF) on July 2010. This study had found that when a public issue involves collective memory, the demand for local cultural inheritance in Yi-Lan became the main focus of the movement. As a result, this became the collective consensus to protect the local history and culture, and brought about the recognition of the common interests of the people within the community. In summary, the organization involved in the promotion of the re-launch of Yi-Lan ICFFF, through public statements and real-life actions (e.g. setting up press conferences, holding public hearings and referendum on the re-launch). The organization used the consensus mobilization on the people of Yi-Lan. It had successfully raised awareness and gained support from the people to re-launch ICFFF.