政府大型活動與觀光推廣之實務專案研究─以年曆活動舉辦策略之 個案分析

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题名:	政府大型活動與觀光推廣之實務專案研究─以年曆活動舉辦策略之個案分析 Practical Case Study of Government Planned Major Events and Tourism Promotion: A Case Analysis of Strategies for Calendar Event Planning
作者:	汪仲傑 WANG, ZHONG-JIE
贡献者:	經營管理學系
关键词:	大型的國際活動;國際知名度;國際能見度;城市年曆活動;國際城市交流;在地文化大型活動 International Event;City’s Reputation;City’s Visibility in The World;Promote The Diplomatic Interaction;Calendar Event of The City;Taichung’s Local Culture
日期:	2022
上传时间:	2022-06-13 06:10:13 (UTC+0)
出版者:	亞洲大學
摘要:	每一個知名及偉大的城市，都應該有一個屬於自己代表性的國際活動，透過大型的國際活動提升國際的知名度及能見度，以一場國際盛會活動的方式進行國際城市間的外交交流，可透過活動拉近城市間的距離，讓國際間各城市因為參與了活動盛會，看見城市的內涵及文化。臺中市正是一個崛起中的新興城市，在CNN的報導中，臺中市為台灣最宜居的城市，也是列入百大旅遊的城市，但如何讓臺中市成為一個名副其實的國際盛會城市，如何讓一場活動盛會振興觀光產業，如何帶動臺中市周邊景點、飯店、餐廳、中小企業的經濟成長，經過兩年的境外考察及各項活動細節研究，2016年臺中市政府鼎新革故首度嘗試「臺中國際踩舞祭」活動，希望藉此活動帶給台灣民眾不一樣的文化饗宴，也期盼「臺中國際踩舞祭」成為一個城市的年曆活動，一個屬於台灣本土文化的大型年度活動，展現臺灣臺中在地的文化的活動盛事，讓「臺中國際踩舞祭」成為全民每年期盼的文化活動之一，活動引進國際表演團體資源，讓臺中市聚焦世界的目光，也讓世界看到臺中，臺中也邁向國際。 Every well-known and great city should have at least one international event that represents the characteristics of the city perfectly. Major international events can enhance a city’s reputation and visibility in the world, promote the diplomatic interaction and build a closer relationship between cities of the whole world. In a well-organized event, all cities participated in will be able to feel the culture and history of the hosting city. Taichung is one of the rising star cities. According to CNN’s report, Taichung is the most livable city in Taiwan and one of the top 100 city destinations in the world. That’s why it’s important to make Taichung worth the name of an international event city. A major event should be able to boost Taichung’s tourism industry and drive the economic growth of tourist attractions, hotels, restaurants, and small and medium-sized enterprises around Taichung. After two years of overseas field trip research and thorough studies on every event’s detail, the government of Taichung city decided to discard the old ways and take some revolutionary actions in 2016 by hosting “Taichung International Dance Parade & Festival” for the first time. For this event, Taichung city government wanted to bring a culture festival that is nothing like before to Taiwanese people and make this event the calendar event of the city. Taichung International Dance Parade & Festival should become a major event representing and reflecting Taiwan and Taichung’s local culture and should be one of the cultural events that every citizen of Taiwan looking forward to every year. To attract global attention, the government also invited international performing art groups so that Taichung would be seen by the whole world and stepped up on the international stadium.
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