本研究以平溪天燈節為例，探討節慶活動對地方行銷之影響。研究中以Kotler, Haider and Rein（1993）所提出的地方行銷四種策略方式為模式，進行遊客問卷調查，研究結果顯示平溪天燈節活動對於地方行銷有一定的成效，在行銷策略的認知方面，「形象行銷」與「人員行銷」的平均數，相較於「吸引力行銷」為高，「基礎建設行銷」平均數最低。此外，行銷策略對於地方行銷皆有顯著影響，驗證研究假設，其中「形象行銷」策略對地方行銷之相關係數相對最高，「人員行銷」策略次之，「基礎建設行銷」策略相對最低。依本研究之分析，平溪天燈節之地方特色無可取代，行銷策略若能掌握遊客對於特殊節慶的需求並若能配合基礎設施的建造，定能吸引更大量的觀光人潮。

In this study, Pingsi Sky Lantern Festival is used to evaluate place marketing effects induced by the festival. The four strategies of marketing approach, which was proposed by Kotler et al. (2002), were conducted in a questionnaire survey of visitors. The result shows that Pingsi Sky Lantern Festival is effective for promoting local marketing. In the cognitive aspects of marketing strategy, the average of ＂image of marketing＂ and ＂people marketing＂ is higher than ＂attracting marketing＂, and the mean value of ＂infrastructure marketing＂ is the lowest. The results also show that all marketing strategies for local marketing have significant impacts and the hypotheses in the study are verified. Among the correlation coefficients, ＂image marketing＂ is the highest, followed by ＂people marketing＂ and ＂infrastructure marketing＂. From our analysis, the local characteristics of Pingsi Sky Lantern Festival are irreplaceable. If marketing strategy can comply with visitors' demand for special festivals and the facilities are well, many tourists will be attracted.