Difference Study on Relationship Paths of Festival Marketing Activities

Abstract

Different places around the world attract the tourists by festivals and industrial, cultural and spatial characteristics. By festival marketing, they approach the tourists and can influence or change tourists’ impression and travel in the destinations. Hence, festival marketing activity becomes the important strategy to trigger regional economic development. However, can festival marketing activities held in the areas comply with the surrounding factors and integrate the factors to become characteristics and attract the tourists? It is the topic of this study which mainly explores the impact of festival marketing, landscape construction and regional characteristics on tourists’ value perception and revisit commitment. According to the findings, effect relationship path and relationship intensity of different types of festival marketing activities are different. It means that different areas should hold the unique and appropriate festival marketing activities in order to increase tourists’ value perception. It can significantly and positively influence tourists’ commitment. In addition, when planning festival marketing, local government and related industries should make sure that the content of festival marketing activities can make tourists happy and to reinforce their revisit commitment.