Integrating Experiential Marketing of Festival Activity to Promote Local Cultural Industry Development

Abstract

The purpose of this study was to examine the relationship between SEMs, visitors’ satisfaction, and visitors’ revisiting intention. Structural equation modeling combines multiple regression and factor analysis to simultaneously estimate a series of interrelated dependence relationships. The researchers conducted a questionnaire survey to collect empirical data for use in the current study. Total of 500 questionnaires to which 456 were valid, the total rate of recovery was 91.2%. The results indicate that festival activity through Experiential Marketing Modules will not only increase level of visitor’s satisfaction, but will also improve visitor’s revisiting intention in the future. The finding suggest local authorities to strengthen the depth and substance of experiencing process to achieve the goal of festival activities, and further create environment where visitors can experience the essence and emotional surrounding of the festival.
Keywords: Experiential marketing, Festival activity, Structural equation model.