Dajia Matsu Pilgrimage’s Experiential Marketing and Destination Brand Equity: Using Involvement as a Moderator

• Main Authors: CHIANG, YI-TING, 蔣伊婷
• Other Authors: CHEN, HUI-LING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/85428060177180211906

碩士 === 南臺科技大學 === 休閒事業管理系 === 105 === Recently, the government vigorously promotes regional activities with special cultural characteristics. Along with the booming of festival activities around the island that bring huge economic benefits, religious festival activities have been listed as one of the key activities to promote. This study attempted to understand whether the model of destination brand equity is applicable to festival activities. Therefore, Dajia Matsu Pilgrimage’s participants were selected as the subjects in this research to learn their perceived brand equity and experiences towards Dajia Matsu Pilgrimage. Furthermore, this study investigated the moderating effects of participants’ involvement on the relationship between experiences and brand equity. A convenience sampling method was employed and the data were collected by using a questionnaire survey. A total of 400 questionnaires were distributed to on-site participants and that resulted in 367 valid responses. The data were analyzed using descriptive analysis, reliability analysis, factor analysis, independent t-test, one-way ANOVA, and hierarchical multiple regression analysis. The research findings include: 1. The destination brand equity model is applicable to Dajia Matsu Pilgrimage, which is composed of brand awareness, brand image, brand perceived quality and brand loyalty. 2. Participants with different demographic backgrounds showed significant differences in terms of destination brand equity, involvement and experiential marketing. 3. According to the results of multiple regression analysis, experiential marketing significantly predicated destination brand equity. 4. The level of involvement has a moderating effect on the relationships between perceived experience and brand equity.