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首页> 外文会议>International Conference on Human-Omputer Interaction;International Conference on Cross-Cultural Design >A Study on the Influence of Intercultural Curation on the Brand Loyalty of Cultural Creative Park Based on the Experiential Marketing Theory
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A Study on the Influence of Intercultural Curation on the Brand Loyalty of Cultural Creative Park Based on the Experiential Marketing Theory

机译：跨文化策划跨文化策划对基于体育营销理论的文化创意园区品牌忠诚度

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摘要

The aim of this study focuses on the effective indicators of improving customer's brand loyalty towards cultural and creative industries park through curating events and the curation strategies of the park. This study is based on the well-known experiential marketing theory from professor Schmitt (1999) focusing on the discussion of how cultural creative parks create visitors' experience and build up brand loyalty through transnational authorization of international exhibitions.The methodology of this study includes: 1. In-depth interviews with the 24 Taiwanese co-exhibit illustrators of their intercultural illustration exhibition participation experience and impression to further evaluate the results of the exhibition; 2. Questionnaire surveying which was based on the population variable statistics, experiential marketing experiences, brand loyalty, and questions related to the aforementioned facets.The result indicates that a fruitful exhibition experience can significantly enhance visitors' brand loyalty towards the park. For Taiwanese co-exhibit illustrators, the experience of co-exhibiting with famous international illustrators can deepen the understanding of different cultures contexts of the exhibited works. This exhibition also demonstrated a mode of experiencing learning and exchanging. In addition, the framework of this study has been verified through the Pearson Correlation Coefficient analysis and the outcomes have shown positive correlations between Strategic Experiential Modules (SEMs) versus the experiential value, the experiential value versus brand loyalty, and experiential marketing versus brand loyalty. The outcome of regression analysis indicates that different experiential marketing strategies and experiential value have a noticeable impact on the brand loyalty towards the park.
机译：本研究的目的侧重于通过策划事件和公园的策划策略来改善客户品牌忠诚度的有效指标。本研究基于施密特（1999）教授的知名体验营销理论，重点是文化创意公园如何通过国际展览跨国授权创造访客经验和建立品牌忠诚度。本研究的方法包括： 1.深入了解其跨文化插图展览参与经验和印象的24个台湾共同展览插图，进一步评估展览结果的印象; 2.问卷调查，基于人口变量统计，体验营销经验，品牌忠诚度和与上述方面相关的问题。结果表明，富有成效的展览经验可以大大提高游客对公园的忠诚度。对于台湾共同展示而言，与着名国际插图公司共同展出的经验可以加深对展出作品的不同文化背景的理解。本次展览还展示了体验学习和交流的模式。此外，通过Pearson相关系数分析验证了该研究的框架，并且结果表明了战略体验模块（SEM）与经验价值之间的正相关性，体验价值与品牌忠诚度和体验营销与品牌忠诚度。回归分析的结果表明，不同的体验营销策略和体验价值对公园的品牌忠诚度有了显着影响。

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