Abstract

Event marketing is the important strategy for the regional tourism development. It is worthwhile to be discussed that the cooperation between regional image and physical environment can shape the regional features and intensify tourists’ attitudes and tourist willingness towards regions. This study took the regular event marketing activities (Xinshe Sea of Flowers events in Taichung; Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake) held in two regions in Taiwan as the examples to discuss the effect of event marketing activities in different regions, regional image and physical environment on tourists’ experiential value, satisfaction, trust and commitment, so as to establish the competing model, compare the intensity difference in each path relationship and deeply analyze the effect of different event marketing activities.

After the analysis of 500 valid questionnaires, it can be found that: (1) the event marketing activities and physical environment in two regions both have the significantly positive effect on tourists’ experiential value; (2) The tourists’ experiential value has the significantly positive effect on satisfaction and trust; (3) The tourists’ trust has the significantly positive effect on commitment; (4) However, the regional image has no significant effect on tourists’ experiential value. Besides, there is significant difference in the influencing intensity of the two paths: (1) The tourists’ satisfaction for Xinshe Sea of Flowers events in Taichung has the significantly positive effect on trust, while there is no significantly positive effect in the other region; (2) The influencing intensity of tourists’ experiential value for Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake on trust is significantly greater than that in the other region. It can be seen that the event marketing in different regions can generate the impact with different intensity. Therefore, each region should cooperate with its physical environment to plan the characteristic event marketing strategies.

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