Study on Marketing Strategy of Festival Tourism Activity A Case Study of Taitung Austronesian Cultures

[[abstract]]Visit for Taiwan annual 2004, Ministry of Communications except that introducing the representative folk custom festival celebration activity travel agency per month, and match the seasonal variation and help to hold industry's festival celebration activity to visit market marketing, use to improve tour appeal , impel the national travel boom to hold in place with a net , and improve the domestic tour industry's level, in the hope of reaching the goal that the tourist doubles. Especially act as the hedge of national boundaries to remove , local autonomy era will at the same time come, this kind melts passivly to combine regional resources voluntarily, can attract and visit crowd , improve urban visibility , marketing , revitalizing the place , reflect policymaker's administrative ability tour tactics, already in the place has been luxuriant it is the agitation . This research regards southeast island culture of the platform as and probes into the case, study the purpose to include: First, probe into and visit meaning and influence in which the festival celebration activity visits to the development of Taitung county. 2nd, inspect 2004 south island culture in Taitung county and visit the pluses and minuses that the activity is on sale throughout the tactics in season . Third, grind and plan to visit the marketing tactics of the festival celebration activity, as while holding the festival celebration activity in the future in Taitung county or other units , work out the reference which is on sale throughout the tactics method . It is bases that this research adopts the quality and studies the law and secondary materials, how to let the way of the tour activity of festival celebration promote the activating of industry's economy of the local tour to discuss and use SWOT analysis and marketing on sale throughout the tactics to make up (4P ) making, increase the visibility and then improving the conduct elephant , image of Taitung. Discover that visits the funds source of the festival celebration activity and is only coped with by the common department, it is insufficient that explaining talents , traffic is confused to lack professional culture , not have visitor's service centre or regular communal facilities , resident's sense of participation,etc. to all remain to improve. Propose that there are the marketing tactics: ( 1) Visit the creation foundation of the cultural intension of festival celebration deeply, set up relevant environment. ( 2) Promote the community to build, train local management ability. ( 3) Visit marketing talent training, set up the funds and recruit the system. ( 4) Strengthen regional strategic alliance, issue the tour passport , irritate visitors to consume. ( 5) Pass various kinds of channels , it is wide to foreign countries marketing. ( 6) Establish and specialize in the unit, study , follow the trail of the festival celebration activity continuously , improve the interests and concern people's satisfaction. ( 7) The agitation that because should go on tour , ' festival celebration marketing ' becomes one of the key courses of various countries. ( 8) Recruit and gather the medium-sized bus , transports and plugs into as the local train. ( 9) Convene regional tourist industry , visiting industry , catering trade to establish strategic alliance