在臺灣，近年來地方產業與特色行銷成為地方政府發展觀光與產業最為重要之模式，同時也成為全國各縣市首長提升知名度與競爭之平台。每年超過500萬觀光客湧入屏東縣，但觀光產業多集中於恆春半島，如何將觀光客進行分時、分眾，並開發新的觀光資源為屏東縣政府建構觀光大縣時之政策思考方向。自2001年起由屏東縣政府舉辦之屏東黑鮪魚文化觀光季活動，以事件行銷方式成功的為屏東縣觀光與漁業發展帶來大批商機，此舉更為臺灣各地方政府舉辦產業節慶活動掀起一波高潮。本研究以活動策劃者之角度屏東黑鮪魚文化觀光季活動發展歷程、地方政府預算爭取、活動規劃主題演變與規劃分析屏東縣政府對於產業節慶行銷模式之建構，並以問春調查方式進行遊客消費行為進行調查，並分析屏東黑鮪魚文化觀光季活動對地方產生之實質經濟效益。本研究將以屏東黑鮪魚文化觀光季活動之舉辦經驗分析，並對地方政府舉辦產業節慶活動提出策略性建議，期盼類似之產業活動使地方政府、觀光客與產業得以永續經營。

In Taiwan, the promotion to local industry is the most important mode to develop tourism industry for Local Government, and it becomes to be a stage for the Mayer of cities or counties in the nation to raise the popularity and competition. More than 5million tourists visit Pingtung County every year, but most of the tourism industries are crowded in Hengchun Peninsula. The way to divide the population of tourists and develop new tourism resources is the policy for Pingtung County Government. Pingtung County Government held Pingtung Bluefin-Tuna Culture Tourism Festival from 2001, and developing the tourism and fishing industries successfully by Event Marketing, and highlighting every Local Governments to hold the Industrial Festival. This study is analyzing the developing process, the getting of budget, and the changing of event topic by the event planner during these years. Researching the mode of construction for the Industrial Festival promotion by Pingtung County Government, surveying the consumption behavior of tourists by questionnaire, and analyzing the actual benefit for local economics by Pingtung Bluefin-Tuna Culture Tourism Festival.