|摘要: ||21世紀開始在文化全球化與文化在地化的影響下，經濟不在只是城市競爭主要的政策。反之，文化與藝術將扮演著重要的角色與影響，利用城市文化政策來凸顯自己都市的特點；並以主題鮮明的藝術節製造文化話題來行銷城市，不但可以為城市帶來可觀經濟利益、凝聚居民共識且塑造城市形象。換言之，藝術節可以說是城市的品牌，也是展現城市文化特色資源最有利的產物。 |
Due to the cultural influence of globalization and glocalization in 21th century, economy is not the only strategy deployed between cities’ competition. In opposite, local culture and art play a crucial role on favoring a city to distinguish themselves from other competing cities and also to demonstrate city’s characters. Promoting a city through theme festival to generate cultural topic not only increases economic income but also agglomerates local citizens’ consensus on shaping city’s image. Therefore, festival can be considered as a brand of city and a profitable outcome of demonstrating a city’s cultural characteristics.
France is well known worldwide of its cultures, especially in the domain of festivals, France listed first place among European countries who has the largest amount of festivals. Lyon, second largest city in France, city of UNESCO, there are more than one hundred festivals organized per year in this city, among them, “Fête des Lumières” is the most well known and representative festivals of this city. Moreover, this festival can also increase Lyon’s reputation and marketing this city to other corners of the world.
This dissertation was divided into four parts, discussing the relationship between city and culture and the reason why deploying culture as competing approach were presented in first part. This is followed by second part referring the developing background of festival and the economic, tourism and cultural benefits brought by the festival. The third part presented a case study of Lyon’s “Fête des Lumières”, including its developing history and cultural implications and the deployments of technology. The final part provided a comparison of “Fête des Lumières” in France and “Fête des Lanternes” in Taiwan. Moreover, the marketing strategies applied in “Fête des Lumières” can be taken as successful example of city marketing for Taiwanese cultural authority.
The research of this dissertation can demonstrate that in competitive international market, a city can boost its economic income, a city’s international visibility and cultural benefits through distinguished cultural activities and representative the festivals.