The Effect of local festival,industrial characteristics,and marketing pattern on the efficiency of the coffee entrepreneur:A case study of Yunlin County Gukeng Township
Date Issued
2011
Date
2011
Author(s)
Liao, Shu-Ling
Abstract
In 2003,the Gukeng Yunlin County in Taiwan intiated a tourism plan"Taiwan Coffee Festival." marked the beginning of a renewed interest in coffee culture in Taiwan and its success ensured that there would a similar coffee festival in Gukeng every year. To date Gukeng area has been known as the "Taiwan''s first coffee town".
As the Gukeng Coffee Festival grew year by year, more and more domestic tourists from all points around the island visited the town, with a record of 1.2 million people visiting the area one year. With the surge in tourists visiting Gukeng to see this unique "coffee town," town officials and businessmen knew that they had hit on something good.However, with the popularity of the Gukeng coffee festival, other regions of Taiwan began to compete with Gukeng by having similar coffee festivals – as well as other kinds of festivals focusing on different products other than coffee.
As a result,Gukeng began to face some marketing problems and business anxieties.But Gukeng town officials tackled the problem, working with coffee growers and local shop owners, to win back market-share in the domestic tourism industry.Gukeng town officials and tourism representatives felt that with such a good product on their hands--real coffee grown right in the area where tourists could not only see how coffee is grown and harvested,but also drink it at a variety of local coffee shops-it would be a smart move to keep the annual coffee festival alive and running, thereby bringing in much-needed tourists and revenue to a small rural area in south-central Taiwan.
Subjects
The Taiwan Coffee Festival
festival celebrations
industrial characteristics
marketing patterns
management achievements
Type
thesis
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