The research of Hakka culture in experiential marketing: an example of the Hakka chief county-Miaoli

[[abstract]]It is an unavoidable challenge to traditional institution of culture because globalization has been developed at present. Traditional culture not only have to combine with innovative technology but maintained primary features on its. Nowadays Taiwan Hakka festivals have been formed into regionalism and associated localized culture. It will display unique qualities of Hakka if we market culture through combined with localized characteristic in the new model. The objective of this study was the national Hakka day and lantern festival-performing, the traditional dragon dance. They are aspect of the Hakka 12 festivals in the Miaoli county. Afterward we utilixed literature review, participant observation and semi-sturctured interview discussing as methods. To Investigate how experiential marketing, fused with the Hakka, was successfully used for promoting the culture in majou county of Hakka, Miaoli. It is expected that this study will make positive contributions to the Hakka celebrations