A STUDY OF FESTIVAL EVENT TO STIMULATE LOCAL INDUSTRY DEVELOPMENT：CASE STUDY OF THE RED DATE CULTURE FESTIVAL IN GONGGUAN, TAIWAN

Since joining the WTO in 2002, economic development and industrial structure in Taiwan have been facing a considerable impact, especially on agriculture and traditional industries. These disadvantaged industries undoubtedly are required to take certain restructure in management for future sustainable growth. To resolve the predicament in the rural area, Taiwan official has revitalized industries and enhance local economy by largely promoting cultural events across the country in recent years. With the government's support, most of the events were organized by the public sector and lunched the campaign through private sectors. Promoting local cultural festivals undoubtedly based on “Culture and Tourism" marketing strategies in order to reach “event marketing " purposes. The events not only tended to increase the local economic benefits, but also could help to enhance cultural identity or cohesion of local people. Culture not only can become a source of accumulated assets, but also can produce effective economic benefits. Furthermore, the cultural activities could strengthening the city's marketing, competitiveness, and establish urban brand, it's also an unmistakable trend all over the world. The Gongguan Township in Miaoli gradually focused on the Red Date Culture Festival (RDCF) as the research topic. The first stage: through a literature survey to understand the historical development of red date industry, and the background organized RDCF. The second stage: through depth interviews to investigate local public sector and local industry viewpoint for the RDCF, and the benefits arising. The third stage: invited 8 persons who had participated the RDCF to perform the KJ method getting the 29 keywords, also to understand what the subjects impress about the RDCF, then confirmed the RDCF giving a certain degree of contribution to the local economy. As we know, festival events for local development is not only a single focus on the level of economic development, the most important objective is the overall revitalization of the region and sustainable development. Therefore, this study through the RDCF of analysis and confer, hope to be able to provide relevant local departments and units of references and suggestions and draw lessons as Taiwan's domestic cultural events.