吳義芳Wu, I-Fang張易Chang, I2023-12-082023-02-152023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/3f3716fe0110837bde333599909f11e9/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/121791noneIn response to the suspension and postponement of events and festivals due to the outbreak of Covid-19 in 2020, performing arts industries across the world have since begun seeing innovative ways to overcome the challenges posed by the pandemic. The Edinburgh Fringe Festival is recognized as the pioneer for network-oriented performing art events and is considered a destination for marketing and promoting opportunities. Those involved in the festival benefit from potential international collaboration and hundreds of shows featured each year. Following the outbreak of Covid-19, the Fringe Society, host of the Edinburg Fringe Festival, has turned to digital innovation, online events, and performances to adjust to the changes brought about by the pandemic. “Taiwan Season” is a program launched by the Ministry of Culture Taiwan; it was designed as a forum to introduce talented Taiwanese performing companies to a global audience. In response to the outbreak, Taiwan Season ran a month-long online program that included interviews, in-depth webinars on various subjects, and other content. In-depth semi-structured interviews with attendees and members of the Taiwan Season at the Edinburgh Fringe Festival in 2022, a crucial time when the festival made its full comeback two years after the epidemic, are one of the qualitative research approaches used in this study. The study’s primary goals are to assess the effectiveness of the “Taiwan Season” as a venue for performing companies from Taiwan to perform on a global stage and to comprehend better the experiences of those who attend it.nonecovid-19Edinburgh Fringe FestivalmarketingTaiwan Seasonetd