111 2011 9 111-144 * *g8560019@yahoo.com.tw
112 Journal of Management & Operations September 2011, Number5/6, pp. 111-144 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
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143 2009 2004 1993 2008 2003 2006 2008 2004 2003 2005 2006 2008 2006 Aaker, D. A.(1989).Managing Assets and Skills: The Key to a Sustainable
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