Abstract—The main purpose of this study is to analyze local residents’ cognitive benefits for the festival held by local government to promote local seasonal fruits. In the study, the author conducted qualitative methods to investigate local residents’ cognitive benefits for the 2014 Taiping Loquat Festival, through the literature review, field observation and interviews. Furthermore, the author employed and analyzed the obtained effective data, the study has found the following: 1. Local residents believe that the sale for products can increase farmers' income. 2. Local residents think event can raise local visibility, contribute to the development of local industries. 3. Festival will attract nonlocal visitors to participate and support the development of local economic. 4. Enhance residents' understanding of their hometown, and gather local residents’ consensus. 5. However, there are some respondents have the suspicion and opposition attitude toward if the event can bring the benefit. Based on the results of the above analysis, the study does not only provided references for local government agencies to promote local agriculture products, but also provided recommendations for researchers to devote to the study of the festivals in the future.

Index Terms—event, produce, Taiping Loquat Festival (TLF), benefit, identify

Cite: Chiu-hui Hung, "A Study of Residents Perceived Benefit by 2014 Taiwan Taiping Loquat Festival," Journal of Advanced Management Science, Vol. 3, No. 3, pp. 265-269, September 2015. doi: 10.12720/joams.3.3.265-269