觀光節慶活動無庸置疑已是二十一世紀成長最快速的觀光項目，同時也是吸引觀光客最有力的構成要素；而成功的觀光節慶活動，除必須具備完善的活動策劃並徹底執行計畫外，也應於事後做活動效益的評估，並檢討加以改進，使活動知名度大增、吸引更多的人潮。澎湖縣政府近年來舉辦海上花火節活動廣受好評，豐富了澎湖的觀光產業，並帶來無數的商機。面對國內琳瑯滿目的觀光節慶活動，如何脫穎而出，值得我們去瞭解，相對地，也考驗著相關單位的智慧。澎湖是否能打造「花火繽紛之城」，值得探究。本研究以澎湖縣2005年海上花火節為例，先透過觀光、節慶活動、觀光行銷等相關理論與個案探討，調查方法採人員面對面訪談，並配合活動舉辦期間，進行遊客訪談。在專家訪談方面、以產、官、學、媒等專家群SWOT分析，瞭解活動本身所面臨優勢與劣勢、機會與威脅，深入剖析此活動利弊得失，再經歸納與分析，進一步提出未來行銷策略建議。研究結果發現，澎湖縣政府以施放「花火」為號召，規劃出不同的節目內容，配合極為風光明媚的自然景觀，打造澎湖成為最美好的觀光大縣，大幅提高澎湖能見度，也使得活動得以永續發展。建議未來必須加強地方文化特色發掘與突顯、提高社區民眾參與，對觀光行銷、文化解說人才培育、經費籌募與節慶活動調查與研究等，也必須建立長期機制。

Special festival events have become the most fast growing tourism program in the 21 st century, which have been developed into one of powerful elements to attract tourists worldwide. A successful festival activity must have a comprehensive strategy planning and thoroughly execution. As well as cost and benefit evaluations, and how to improve the events to be well-known and attract more visitors. In recent years, the Penghu local government has conducted the firework festival successfully, which has enriched Penghu tourism development and brought opportunities for local business. However, facing various domestic festival activities competitions, what Penghu local government should to do to build this small island as a “blossom flower firework world” is the purpose of this study. The researcher collected the relative literature and theories of tourism and conducted in-depth interview with experts, including scholars, public and private sectors and media., as well as fact-to-fact interview visitors during 2005 Penghu firework festival. SWOT analysis was utilized to examine the strength, weakness, opportunity and threat of this special festival activity. After evaluated factors affected the success and failure of this event, the marketing strategies were proposed for future development. The research discover the promotion of firework festival formulate with different programs coordinate the natural beautiful environment has increased Penghu tourism visibility and enhanced continuous tourism development. In conclusion, government should to reinforce the characteristics of local culture, to encourage local community participation, and to establish the long-term mechanism for tourist marketing, fundraising, local cultural interpreters training, and festival activities evaluations.