Located in the East Taiwan, Taitung has been under-developing economically and culturally due to circumstances like inaccessible location and inconvenient traffic. Promoting tourism and festival activities to advance city development is therefore a significant method to advance the development of Taitung. Bombing Handan at the Lantern Festival in Taitung has become as renowned as Dasi Sky Lantern and Yenshui Beehive Fireworks, known as the ?Sky Lantern of the North, Beehive Fireworks in the South, and Bombing Handan in the East.? Bombing Handan is definitely the most important festival tourism activity in Taitung. This research employs case study method which multiple research methods. By investigating Bombing Handan in the Lantern Festival in Taitung, this research attempts to understand the image conveyed by festival tourism activities. It utilizes 6P marketing mix analysis to further probe how to conduct integrated marketing promotions in festival activities by image construction. Research result like this one can serve as a reference in designing marketing strategies for festival activities. The research finds in the image transmission section, the image of Handan should be converted from ?gangster god? to ?war fortune god? to reinforce the positive cultural image of Handan, accomplishing and maneuvering its marketing strategy. To enhance local tourism development and economic impact, Bombing Handan in Taitung needs to conserve its special cultural tradition and artistic values. In order for the image marketing of Bombing Handan to be appreciated, it requires citizen dedication, public sector intervention and marketing, and resource coordination by the organizer and co-organizer. It is the best way to realize the goal set for the festival activities with limited resources.
