Abstract
A big and successful festival not only can attract many thousands of visitors in a short time, but also can improve local residents' income, cultural recognition, and physical environment. Countries such as England, France, and the United States have used their distinctive cultural or ethnic festivals to attract foreign visitors for promoting their traditional culture and generating revenue from festival tourism. For example, the Edinburgh Festival in England, Festival d' Avignon in France, Next Wave Festival in New York, USA are ones of the most successful art festivals and became the models for other festivals in the world. As for the art festivals in Taiwan, they are numerous but some of them are not successful. They are even criticized as meaningless and criticized because they do not develop significant business opportunities for local communities. The research problem in this study is how to improve festival performance. Based on the Taichung County Mazu International Festival, this study is to examine festival performance considering marketing mix, gap theory, IPA (Important-Performance Analysis) and SWOT (strength, weakness, opportunity, threat). Its audience's demographics are to be considered in assessing importance-performance, satisfaction, willingness to revisit and the interrelationship among these. The findings of this research are expected to guidance for the sustainable management of the art festivals.
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