An Analysis Of Taiwan Hakka Cultural Industry From The Perspective Of Tourism-Cultural Marketing

Since the tertiary industry has gained an increasingly larger proportion in national economy year by year, developing cultural industry at a rapid pace turns to be one significant approach for countries to maintain economic growth. In the 1990s, Taiwan starts to expand its local cultural industry. For an intensive cultivation on that of many years, it then has generated numbers of cultural industry projects with high representativeness. Taiwan Hakka Tung Blossom Festival is one successful and win-win case among them in culture and economy.The Taiwan Hakka Tung Blossom Festival is therefore chosen as the target of this current study. Based on the view of tourism-cultural marketing, with the analysis of core image construction, cultural marketing, media strategy, cultural experience and brand promotion, it explores the referential experience that is already identified by market, of utilizing ethnic cultural capital of Hakka Tung Blossom Festival, through literature review and case study. Furthermore, it provides inspiring ideas for the development of Hakka cultural industry in mainland China as well.The study initially finds that Tung flower image, the core factor of one successful Hakka Tung Blossom Festival, has effectively integrated planning and execution within these activities. Secondly, the coordination completed by Hakka Affairs Council is another key factor, which explains the reason why this festival has been founded and successfully held for years. Thirdly, its operation team has a clear assignment of labor and responsibility to shape one cooperation mode—Hakka Affairs Council is in charge of entire arrangement; enterprises spontaneously join in; local authorities are responsible for execution; and residential community create atmosphere, respectively. Finally, the successful implement of marketing strategies forms a multiple function bridge to accomplish the decent combination of Hakka Tung Blossom Festival and market, obtain acceptance from target customers, and gain great economic and cultural benefits.