自1999年文建會推出「振興地方文化產業」計畫以來，臺南縣新化鎭亦致力於發展當地文化產業，舉辦一系列活動，例如「大目降鐵馬逍遙遊」、「水與綠嘉年華」與「新化鎮導覽觀光巴士」等，盼能藉此吸引人潮，然而活動卻未能達到預期之宣傳效益。爲深入瞭解新化鎭地方文化產業發展之問題，本研究透過CIPP評鑑模式(Context evaluation, Input evaluation, Process evaluation, Product evaluation)針對新化鎭地方文化產業的推廣策略進行探討。本研究採質性個案研究，經由深度訪談、觀察法及書面資料蒐集，並透過CIPP (Context, Input, Process, and Product)評鑑模式，深入探討當地文化特色與推廣策略，最後，分別針對本文所探究出之問題與困境，提出具體之改善建議。

Sin-Hwa town has devoted to developing the local culture industry since Council for Cultural Affairs implemented the local cultural industry stimulus plan in 1991. In order to attract tourists and stimulate the local cultural industry, the local government hosted series of activities. In response to the issue of the integration of the local resources and its characteristics, knowing how to make use of promotion strategy is critical. In order to understand the development of the local culture industry, qualitative case study approach was adopted. Data were collected through in-depth interviews, observations and documents review. The CIPP evaluation model was utilized to explore the local cultural characteristics and its promotion strategy. Furthermore, based on discussions indicated in the study, several concrete suggestions were proposed.