節慶活動具有提升地方知名度、振興地方文化,以及帶動地方產業等特色,近年來中央政府、地方政府,亦或民間單位均積極投入各類型節慶活動的舉辦,花蓮縣政府也搭上這股熱潮。由於花蓮國際石雕藝術季為花蓮縣節慶活動中歷史最為悠久,也深具意義的節慶活動,因此本研究以花蓮國際石雕藝術季為個案,政策行銷理論為基礎,探討該節慶活動的內涵、推動過程,以及所面臨的問題。透過文獻探討與深度訪談的歸納與分析後,提出以下建議,做為往後該節慶活動舉辦的參考。 本研究政策建議如下: 一、調整活動舉辦期間。 二、建立完整的戶外創作營篩選機制。 三、減少論壇舉辦次數,增加體驗活動。 四、配套活動可以加入在地藝文團體表演。 五、持續與公部門、私部門維持夥伴關係。 六、加強行銷活動與管理。 七、確立活動定位與評估標準。 八、設立石雕藝術村。
Local festivals have the impact on elevating the reputation of local areas, strengthening the awareness of the local culture, and are able to promote the local industry. Recent years, the central government, local authorities, and the private organizations have shown their dedications on holding various kinds of festivals for the locals. Following that, the Hualien County government also shows the interest. The Hualien International Stone Sculpture Festival has a long establishment, which is also a profound festival event. Therefore, this research is a case study of Hualien International Stone Sculpture Festival basing on policy marketing theory in order to discover the concept and the process of holding this local festival, and the problems people may encounter. According to data collection and analysis of the literature review and the in-depth interview, several suggestions are concluded as below as a further reference for this local festival. Policies suggested in this study include: 1. Adjust the time period for the activity. 2. Establish the complete selection scheme for outdoor creative sculpture exhibitions. 3. Decrease the frequency for organizing the forum activities but increase more experiential activities. 4. May arrange local artists to perform together with the local festival 5. Maintains partnerships with the public and private sectors. 6. Strengthen the marketing activities and management. 7. Confirm the activity definition and evaluation standard. 8. Set up the stone sculpture village.