Strategic Planning of Festivals: A Case Study of Flowers in Chang-Hua

[[abstract]]Chang-Hua County Government has held 7 Taiwan Flower Exhibitions consecutively since the first time in Shijou Park in 2004. The main purpose of these activities is to promote the flower industry of Chang-Hua County. The goal of this study is to investigate the strategic planning of festivals from sponsors’ point of views. These include three parts, which are strategic management of activities, human resource management of activities, and promotion of activities. The scope of this study is based on the festival held in Shijou Park: The 2010 Flowers in Chang-Hua. This researcher adopted case study and document analysis of qualitative research method to collect the necessary data and employed indepth interview technique to interview stakeholders including organizers, sponsors, tour guides, company participants, tourists and local residents. This research has found that the activity was conducted and planned by Chang-Hua County Government; while Chang-Hua County has commissioned to seek sponsors. The short-term lack of human resource is aided and resolved by Tour Guide Association of Chang-Hua County and the main channel of promotion is the medium and Internet. Conclusion of this research is as follows :Activity Strategies of Chung-Hua County are :1.take advantage of industries of local features, 2.take advantage of government resources, 3.take advantage of civilians’ power of union, 4.Combine local creativity and 5.expand activity ranges.