The Impact of Taichung Jazz Festival on City Marketing and Tourism Development
Date Issued
2015
Date
2015
Author(s)
Chung, Wan-Chi
Abstract
This thesis, as a case study, aims at investigating the Jazz Festival of the Taichung City. Not only does it explore how this city uses a marketing strategy to promote the development and effectiveness of its tourism industry, but it also tries to internationalize the local Jazz Festival. It is hoped that the findings of this research could offer some suggestions for the organizer (the city government) to host future festival activities and promote city marketing plan. This research focuses on the following five types of interviewees: “the organizer (the city government),” “the performance orchestra,” “the live audience,” “the non-participants,” and “the periphery industry.” An in-depth qualitative analysis of the survey of these interviews is conducted. A sum of forty-nine questionnaires—seven qualitative and forty-two semi-open—are given to the interviewees. The content of the qualitative interview materials is analyzed thoroughly. Seven stages of city marketing are constructed in accordance with Kotler’s four major city marketing strategies and relevant literature reviews. They include: to censor, to ascertain the attraction factors, to distinguish primary competitors, to master the major trend and development, to find out the main problems, to establish vision and objective, and to formulate tactics. Next, the materials from the interviews are analyzed by means of the afore-mentioned five stages. Inductively, the Jazz Festival has a strong and positive effect on the Taichung City’s marketing and development of tourism. Four marketing strategies are found from the result of this research. First, regarding “the image marketing,” the distribution and promotion of the Jazz Festival in the Taichung City are by no means intensive. Whereas people usually would not associate the Jazz Festival with the Taichung City, they would easily associate the “Chun Na” with Kenting. Therefore, if the Taichung City wants to make the Jazz Festival as a theme festival and distinguish it as a major activity, its planning should gear towards the direction of the Jazz music itself. Second, as far as “the attraction marketing” is concerned, this research discovered that foreign tourists visit Taiwan not solely for attending the Jazz Festival since Jazz has been fully popularized in the Western countries for a long period of time. The findings of this research also suggest that to increase foreign visitors’ engagement and participation, the Jazz Festival should be paired up with the tourism itinerary to develop a complete package which is composed of relevant information including tourist spots, transportation linkage and routes, restaurants, and hotels. Third, referring to “the infrastructure marketing,” sufficient automobiles and motorcycles should be provided at times of the Jazz Festival. In addition, the participants being interviewed unanimously complained about insufficient parking spaces. Consequently, the staffs responsible for “the infrastructure marketing” should figure out how to solve the parking space problems. Finally, the marketing staffs should work closely with each other so as to develop the city “culturally, economically, and internationally,” a target proposed by the Taichung City Mayor Wu Chi-chang. The positioning of the Taichung city requires its government administration to plan to cultivate more spacious green areas, and develop arts, culture, as well as leisure districts. In so doing, it also can promote the city culture industry and tourism.
Subjects
City Marketing
Taichung Jazz Festival
Festivals
City Tourism
City Brand Positioning
SDGs
Type
thesis
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