以嘉義市國際管樂節特別慶典活動論城市行銷之可能

The Issue of the Possibility to City Marketing by International Band Festival in Chia-yi City of Special Celebration Ceremony

舉辦特別慶典活動為各國東要城市帶來許多正面的效益，台灣近年來也嘗試以此方式帶動城市的發展，本文以嘉義市國際管樂節特別節慶活動舉辦之發歷史脈絡，探究其與各重要城市慶典活動內容、政府補助與產值之比較，進一步探討特別節慶活動對嘉義市經濟產值創造的可能性。本研究結論為：嘉義市所舉辦之國際管樂節特別慶典活動行之近有十年，在知名度與參與度上卻比不上其他城市顯著，另雖有邀約外國團隊進行交流，有外國旅客進人嘉義市消費，但相較其他城市之經濟產值卻不明顯，故活動與推展行銷城市間仍有顯著差異。基此，建議未來當都市舉辦特別慶典活動時應側重對經濟產值之重視，達成以特別慶典活動進行城市行銷之目的。

The special celebration ceremony activity holds to bring many positive benefits for city in all countries, recently this way also for all cities to development in Taiwan. This text for the development history that is held with international band festival special festival activity in Chia-yi city to investigate it with the comparison of each city celebration ceremony movable content, the government subsidy and production value. Therefore we can inquire into the possibility that the special festival activity creates to economic production value in Chia-yi city. This research conclusion are: The international band festival special celebration ceremony activity that Chia-yi city holds near 10years, but popularity with participate can not compare with other cities up. Although there are many foreign team attending with consumption, still had not help for the economic production value of increment in Chia-yi city. So we could find that there is still having difficult to promote city marketing by special celebration ceremony activity. At last, we hope these conclusions can suggest that pay more concern on economic production value in the future, while city to hold a special celebration ceremony activity. Such we can reach the purpose by the special celebration ceremony activity to city marketing.