Nowadays experience marketing is the most common strategy to promote. Cultural- based activities in Kaohsiung is one of the examples to use such strategy. Culture is far more powerful than economy and politics. The influence by art and culture activities is direct, indirect and derivative on regional economy. Promoting art and culture activities as well as tourism industries significantly enhances conglomerate economy strength in the city. In terms of criticizing culture, the study concerns what aesthetic type created by urban experiential marketing strategy as well as what internet communications influence on cultural marketing.
The study theory is based on B. Joseph Pine¢º& James H. Gilmore¡¦s experiential marketing aesthetics in 1998 and Schmitt¡¦s experience marketing theory in 1999, and thus explores three dimensions as experiential marketing strategy, aesthetics culture index and communication results. The survey research was performed by a questionnaire through convenient sampling method. A total of 280 questionnaires were administered, and 263 questionnaires were retrieved. AMOS Statistical Software was used to apply data analysis of the correlation among variables by using Structure Equation Modeling (SEM).
The research results showed that: (1) experiential marketing strategy has positive effect on enhancing aesthetics culture; (2) there is no mediating effect about computer-mediated communication (CMC) between experiential marketing strategy and enhancing aesthetics culture of urban culture; (3) the cultural activities of experiential marketing strategy are prone to the entertainment. In addition to the entertainment, the long-term strategy of the government shall emphasize both on artistic and educative function when promoting the experiential marketing on urban culture. On the aspect of information context, both richness and interactivity of computer-mediated communication media content shall be enhanced. From the perspective of esthetical form of experiential marketing, we expect the findings of this study are helpful to consider the cultural information into the field of communication research in future planning for the urban cultural marketing to advance a city's global competitiveness.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0709109-030610 |
| Date | 09 July 2009 |
| Creators | Wu, Ling-Ling |
| Contributors | Shu-Hen Chiang, Jih-Hwa Wu, Kuang-Wu Koai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709109-030610 |
| Rights | not_available, Copyright information available at source archive |
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