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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | zh_TW |
| dc.contributor.advisor | Heng-Chiang Huang | en |
| dc.contributor.author | 蔡家耀 | zh_TW |
| dc.contributor.author | Chia-Yao Chai | en |
| dc.date.accessioned | 2025-02-13T16:16:13Z | - |
| dc.date.available | 2025-02-14 | - |
| dc.date.copyright | 2025-02-13 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-02-05 | - |
| dc.identifier.citation | Abubakar, A. M., Ilkan, M., Meshall Al-Tal, R., & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220–227.
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Business model design: An activity system perspective. Long Range Planning, 43(2-3), 216–226. | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/96393 | - |
| dc.description.abstract | None | zh_TW |
| dc.description.abstract | This study explores the marketing strategies employed by ticketed and non-ticketed music festivals, focusing on Ultra Taiwan Music Festival and Taipei New Year’s Eve Countdown. The research aims to identify the effectiveness of these strategies in driving audience engagement, brand engagement, and economic success. Grounded in marketing frameworks such as the Business Model Canvas, Value Proposition Canvas, Experiential Marketing, and Digital Marketing Strategies, the study provides a comparative analysis of how each event meets audience expectations and enhances overall festival experiences.
A mixed-methods approach was adopted, combining quantitative surveys and qualitative interviews with festival attendees. The data analysis reveals that ticketed events, such as Ultra Taiwan, emphasize exclusive artist lineups and high-quality experiences to attract a premium audience. In contrast, non-ticketed events like Taipei New Year’s Eve Countdown leverage accessibility and cultural inclusivity to engage a broader demographic. Key findings indicate that audience engagement is driven by value inclusivity and festival atmosphere regardless of ticketing status, while artist lineup quality plays a more significant role in ticketed events. These findings offer valuable insights for event organizers, suggesting that a balanced approach integrating experiential elements and digital marketing strategies can enhance audience satisfaction and brand engagement. The study highlights practical recommendations for both ticketed and non-ticketed event organizers to optimize their marketing strategies and improve long-term sustainability. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-02-13T16:16:13Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-02-13T16:16:13Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Acknowledgment i
Abstract ii Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivation 2 1.3 Research Objectives 4 1.4 Research Scope 5 1.5 Research Methodology 6 Chapter 2 Literature Review 9 2.1 Business Model Canvas 9 2.2 Value Proposition Canvas 11 2.3 Experiential Marketing 12 2.4 Digital Marketing Strategies 13 2.5 Studies Related to Music Festivals 14 Chapter 3 Industry Analysis 16 Chapter 4 Survey Data Analysis 20 4.1 Sampling Procedure and Sample Profile 20 4.2 Analysis on Survey Questions 22 4.3 Regression Analysis 32 4.4 Experiential Marketing from Survey Analysis 34 4.5 Digital Marketing Strategies from Survey Analysis 37 4.5.1 Comparative Analysis of Effectiveness 39 4.5.2 Recommendations for Optimization 40 Chapter 5 Qualitative Analysis 42 5.1 Business Model Canvas 44 5.2 Value Proposition Canvas 47 Chapter 6 Conclusion and Discussions 51 6.1 Contributions of the Study 52 6.2 Theoretical Contributions 53 6.3 Practical Implications 54 6.4 Research Limitations 54 6.5 Future Research Directions 56 Reference 57 | - |
| dc.language.iso | en | - |
| dc.title | 售票與非售票音樂活動的行銷策略： 超世代台灣音樂節與台北跨年音樂晚會之分析 | zh_TW |
| dc.title | Marketing Strategies of Ticketed and Non-Ticketed Musical Festivals: An Analysis of Ultra Taiwan Music Festival and Taipei New Year's Eve Countdown | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 王仕茹;潘令妍 | zh_TW |
| dc.contributor.oralexamcommittee | Shih-Ju Wang;Ling-Yen Pan | en |
| dc.subject.keyword | 音樂祭, | zh_TW |
| dc.subject.keyword | Music Festival, | en |
| dc.relation.page | 61 | - |
| dc.identifier.doi | 10.6342/NTU202500398 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2025-02-05 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| dc.date.embargo-lift | 2025-02-14 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-113-1.pdf | 2.8 MB | Adobe PDF | 檢視/開啟 |
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