A Study on the Influence of Intercultural Curation on the Brand Loyalty of Cultural Creative Park Based on the Experiential Marketing Theory

Abstract

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.