藉由2010年 「國際民俗藝術節協會」( CIOFF® ) 宜蘭童玩節品牌認證的成功，期望藉由本研究之貢獻，提供公部門參考之拙見，期待宜蘭縣建立更完整的品牌旅遊網路，讓縣民共同參與觀光資源的服務導向為經營原則，創造宜蘭「「兒童品牌」，重視童玩的「本土化、普及化、精緻化」，更讓旅客看見宜蘭的品牌國際化，讓遊客「fun心暢遊」。健康、智慧、富裕」的觀光產業，始為本文探究之精神與宗旨。
Yilan County has been the "culture of the county legislature from most county government response to the Council for Cultural Affairs to implement the concept of" cultural industries "so far, the of Ilan international toys Arts Festival has been uphold: By international cultural exchange activities, enhance people spiritual life, improvethe statehood direction efforts; "toys" in the growth of each individual course, have been playing an important role, originally belonged to the children to play culture "regional" However, with the advances in technology and changes in social patterns,The basic characteristics of creative "," mass "is gradually disappearing. The International Children''s Folklore and Folkgame Festival in Yilan emphasis on localization based, and then to pursue the popularity of toys and refined, so that the "toys" brand to become the new culture and new traditions of The Yilan.。
In this study, through the effective integration of resources and the overall tourism planning, engage in the tourism brand marketing cooperation. The research purposes, this study will be through the relevant theory, literature analysis and in-depth interviews, clarifying theoretical concepts and case information collection and investigation; further View Arts Festival on of Ilan international toys SWOT analysis, explore marketing current situation key marketing issues, and then try to develop a tourism marketing strategy and brand development for suggestions:
1. A pricing strategy oriented, service and enterprise type.
2.Children''s festival "brand" to be deep-rooted in the recognition of the local people.
3.Children''s festival "marketing strategy" need to take into account the production and integration between
government, academia, media exchanges.
Today''s festival tourism brand marketing channels on the promotion of tourism in the local festival is no longer only the duties of the local government, through the co-operation and exchange of industry, academia, the media, and the central and local departments, serve to promote local festivals continued development. "Brand" non-confined on behalf of the festivals themselves need to represent the image of the place, its form from the local people, things, objects integration and creative inject recognition and participation of local residents, the brand and the need to be deep-rooted in place.
Build cultural and creative needs for many years, 12th International Children''s Folklore and Folkgame Festival in Yilan brand, strong plastic place of cultural and symbolic, large-scale tourism and cultural activities, is also activated local industry, and effective way to view brand culture; borrowby the public sector and civil cooperation, integration of strategic partners, and culture of sustainable development goals.
With the success of the 2010 International Folk Arts Festival Society "(CIOFF ®) Ilan toys section brand certification, expect by this study, the contribution of the public sector reference humble opinion, looking forward to the Ilan County to establish a more complete brand travel network,allow county citizens to participate in a service-oriented tourism resources for the operating principle, the creation of Ilan Child brand, pay attention to the children to play the "localization, the popularization of refined, but also the the travelers saw Ilan brand internationalization, so that visitors"fun heart swim. "Health, wisdom, prosperity "in the tourism industry, beginning to explore the spirit and aims of this paper.