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The Results of March Opinion Poll regarding the Lantern Festival and Consumption in the West Side of Taipei

Research, Development and Evaluation Commission, Taipei City Government conducted a poll in late March to understand people’s opinions about the Taipei Lantern Festival 2019 (hereinafter referred to as “the 2019 Festival”) and issues regarding consumption in the west side of Taipei 
The poll shows that 47% of the 1,258 respondents know the 2019 Festival was held in the Ximending and Beimen area. The percentage is much lower than the result of the poll conducted in 2017, which indicated 83% of the respondents knew the venue when a hint was given with the question. For the same question but without a hint, it significantly dropped to 51% (including 4% giving wrong answers); but the percentage for the respondents answered “do not now the venue” increased from 17% to 49%. The gap might stem from the way the question was presented (providing a hint or not), which affected respondents’ willingness to speak out their thoughts. The poll this year adopts the no-hint approach in order to focus on those who are willing to express opinions.          
For the question regarding how they learn about the 2019 Festival (a multiple-answer question), television commercials, with 73%, beats all the other channels. The second goes to internet searches. In general, most of the people find the 2019 Festival information from television, especially for those over 30 years old (more than 70%). The result also indicates a large discrepancy between age groups for internet searches and social media, which is a valuable reference for the Lantern Festival promotion in the future.  
Among the 586 respondents who know the venue of the 2019 Festival, 30% physically visited the Festival, while 70% did not (based on 46.6% of the respondents). In comparison to the poll in 2017 with 26% (based on 83.1% of the respondents) visiting the Taipei Lantern Festival, it is a small increase (there are more people vising the Festival this year) although the base substantially decreases. It is guessed that among those who do not know the venue, some actually visited the Festival but were reluctant to answer the question.      
Regarding the overall satisfaction for the 2019 Festival, 50% of the 586 respondents are satisfied with the event. However, the satisfaction climbs up to 80% if taking only those did physically visit the 2019 Festival. It reveals that the more willing a person is to visit the lantern festival, the more satisfied he/she would be. Additionally, 18% are not happy with the 2019 Festival. The top three reasons are the lantern exhibition area is too stretched (40%), the centerpiece is not attractive (32%), and the displayed lanterns are not quality designs (29%). The fondness for the centerpiece -- Precious Piggy (42%) is lower than that in 2017 by 13%. These negative responses will help to improve the lantern festival next year.  
The poll also investigates issues related to consumption in the west side of Taipei. 60% of the respondents shop in the area in the past year and 20% agree that having the lantern festival in the west side stimulates their interest in learning more about the area. Further cross analyzing the respondents’ consumption experience with their household registration, number one registered district of the respondents’ households is Datong (81%), the second are Wanhua and Zhongzhen (71% respectively), the third is Zhongshan (69%), and the last is Nangang (31%). The result tells that the consumption in commercial zones is correlated with people’s residency. When being asked if they shopped or made purchases in the area when visiting the 2019 Festival, almost 80% of the respondents answer yes, which is about 10% higher than that of last year (66%). The result demonstrates again the lantern festival does encourage consumption. It also means the lantern festival fulfills one of Taipei City Government’s three evaluation criteria for large events -- industrialization, internationalization, and localization. These positive impacts reaffirm Taipei City Government to develop better business models, including the collaboration of the government and private sectors, to enhance the industrialization.
The poll is based on telephone interviews conducted in the evenings of March 25 through March 27, 2019, interviewing 1,258 people living in Taipei and aged 18 or older. The telephone numbers are randomly selected from residential numbers in Taipei City. The margin of sampling error is ±2.76% with a 95% confidence level.