體驗行銷對節慶活動形象及重遊意圖影響之探討－以臺中元宵燈會為例

The concept of experiential marketing has become an important issue in variety of commercial activities. However, there is little research studying experiential marketing in the context of festival events. This study combines the concepts of experiential marketing proposed by Schmitt (1999) and the theory of formation of festival images developed by Baloglu and McCleary (1999) to empirically analyze the role of experiential marketing in Taichung Lantern festival. Using Structural Equation Model, this study found that as experiential marketing can do well in the festival event, the cognitive image of it may be enhanced. Yet, this experiential marketing would not directly affect the affective image of the festival event but indirectly. Additionally, when there is positive cognitive and/or affective images, tourists may be more likely to recommend and revisit the festival event. The results suggest that experiential marketing is an essential antecede factors and give valuable suggestions and references for those who will hold similar festival events.