喧鬧後的平靜－從文化行銷看地方觀光價值之延續：節慶活動的個案分析

In recent years each place in Taiwan successively seeks new opportunities for local re-development by developing local cultural characteristics, which gradually uses local festivals as the most important part of marketing strategy. However, most of festival activities are organized and host by government departments such that the culture and tourism values expected to be modeled are frequently vanished with a lack of continuity after an event and, thus, this and other related problems become the main topic of this study. In this study literature review and analysis of case study are utilized and the conclusion is shown. The result shows that the local cultural marketing should sustainably perform with a long-term plan and effectively integrate the local characteristics and culture as a marketing theme. In addition, the change of local cultural industry is needed in order to sustainably create unique culture and tourism value for a place.