The Correlation between Factors in Festival Marketing Activities, Visitors’ Value Perception and Post-Purchase Feelings

Abstract

Marketing activities represent one of the drivers of regional industrial development. Festival marketing activities, in particular, have been widely adopted by local governments and business owners as marketing strategies to attract tourists and investors, thus boosting local economic development. How should the festival marketing activities be conducted in association with other relevant factors, in order to be distinctive and effective in local development is the topic to be discussed in this paper. This study aims to investigate the influence of factors, including festival marketing, regional image, infrastructure and local characteristics on tourists’ value perception, post-travel feelings and revisit willingness. The results showed that festival marketing activities are most effective in enhancing tourists’ value perception, followed by local characteristics and infrastructure. The social and hedonic values perceived by the tourists could enhance their satisfaction, thus further elevate their revisit willingness. Local governments and business owners should thus attach more importance on whether the content of festival marketing activities could highlight the local characteristics and infrastructure, thus drawing better results from these activities.