112 Journal of Management & Operations September 2011, Number5/6, pp The county and city government actively engage in holding festival activ

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2 112 Journal of Management & Operations September 2011, Number5/6, pp The county and city government actively engage in holding festival activities to facilitate regional and industrial development. To achieve the expected benefits of festival activities, the sponsor should deliberate about key success factors of festival management and manage these factors to gain competitive advantages. This study focuses on the case of Pingtung Tropical Agriculture Exposition. By analyzing the leisure agriculture literature and festival management literature, this study obtains six key success factors covering service facilities, marketing activities, service qualities, innovation activities, local relations and culture, undergo experiences. The industry completive advantage intensity analysis demonstrates 50 % of the competitive intensity. Three of six factors including service facilities, service qualities, and undergo experiences are positive; the other three factors including marketing activities, innovation activities, and local relations and culture require improvement. The findings proposed in this study have important implication for relevant organizations. Key Words: festival management, key success factor, competitive advantage, Tropical Agriculture Exposition

To achieve the expected benefits of festival activities, the sponsor should deliberate about key success factors of festival management and manage these factors to gain competitive advantages.

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34 144 Competitive Advantage.California Management Review,Winter, Aaker, D. A.(1984).Strategic Market Management. New York: John WileySons Inc. Feindt, S., Jeffcoate, J., & Chappell, C. (2002). Identifying success factors for rapid growth in SME e-commerce. Small Business Economics,19(1), Getz, D. (1997). Event Management and Event Tourism. New York: Cognizant Communication Corporation. Getz, D. & Brown. G. (2006). Critical success factors for wine tourism: A demand analysis. Tourism Management,27(1) Heizer J. & Render B. (2001). Operations Management, Prentice Hall, sixth edition, O'Brien, J. A. (2002). Management Information System: Technology in the e-business enterprise, 5th ed. Mcgraw-Hill Education. Suzanne, W., Daniel, R. F., Julie, F., & John, C. (2001). Factors for success in rural tourism development. Journal of Travel Research,40,

當地經營業者參考貳研究觀點的培養與累積而非流於隨商機逐流隨波而喪失了策略意圖的建設性意義三網絡觀點在產業與組織專業分工發展趨過去對於地方觀光相關的關鍵成功勢下企業與機構無法獨立於其他個體而因素研究中傾向於以特定功能層級或特自主須仰仗上下游廠商關聯企業與其定環境範疇進

當地經營業者參考貳研究觀點的培養與累積而非流於隨商機逐流隨波而喪失了策略意圖的建設性意義三網絡觀點在產業與組織專業分工發展趨過去對於地方觀光相關的關鍵成功勢下企業與機構無法獨立於其他個體而因素研究中傾向於以特定功能層級或特自主須仰仗上下游廠商關聯企業與其定環境範疇進地方行銷之關鍵成功因素整合性觀念架構研究國立臺北教育大學文化創意產業經營學系助理教授江政達私立聖約翰科技大學企業經營研究所碩士王怡文小炒美食以及他們勤儉持家的好性格又壹前言多了一項新的代表性特色桐花客委觀光產業為無煙囪產業在二次世會多年來更促成跨縣市合作推展客家桐界大戰後開始興起現今成為各國主要產花季造就非常可觀的觀光產值該桐業發展之ㄧ各國政府或各地區都在積極