A Study on Experiential Marketing for Festivals – A Case Study of Yanshui Beehive Firecrackers

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题名:	A Study on Experiential Marketing for Festivals – A Case Study of Yanshui Beehive Firecrackers
作者:	Wu, Wan Yun
贡献者:	經營管理學系碩士在職專班
关键词:	Yanshui Beehive Firecrackers;Experiential Marketing;Analytic Hierarchy Process( AHP)
日期:	2016
上传时间:	2016-03-30
出版者:	亞洲大學
摘要:	In recent years, many governments in various countries have been actively developing tourism and leisure business. The tourism industry development not only provides many employment opportunities but also brings in substantial foreign earnings to the country. With government supports and promotions both locally and centrally, the local festivals in Taiwan have become the new trends in the emerging tourism industry. For example, in Yanshui beehive Firecrackers, the tourists can experience the traditional event by personal participation. This is the hottest experiential marketing trend at the moment. The research conducted here is to study the extra value added by experiencing the Yanshui Beehive Firecrackers for Festival on a personal level. With the questionnaires designed by the experts and by using the AHP (Analytic Hierarchy Process), we can identify some key factors and their relative importance which lead to the success of this experience. The research results indicated that the key successful factors of the experiential marketing are the Emotional Facet,followed by Connection Facet, ensory Facet, Logical Facet and Action Facet. From the Sensory Facet, go to affective experiences (FEEL) first, secondary social-identity experiences that result from relating to a reference group or culture (RELATE) ,sensory experiences (SENSE) ,creative cognitive experiences (THINK) , physical experiences , sensory experiences (SENSE) : It will be more effective if the festival planning is based on more visual and auditory stimulus. Effective experiences (FEEL):To have positive emotions aspired by participating the festival personally. Creative cognitive experiences (THINK): To have stronger impressions, they could facilitate the participants’ feedback after the festival. Physical experiences, behaviors and lifestyles (ACT): To enhance the understanding of local ancestral wisdom by some experiential activities for brainstorming such as assembling firework forts or some topics for discussions. Social-identity experiences that result from relating to a reference group or culture (RELATE) : To increase participants’ awareness on how to develop international tourism business after taking part in festival.
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