The Effect of Celebration Marketing and Its Correlation Model

Abstract

This study explores the effects of Celebration activities, Celebration merchandises, surroundings, and history and culture on the experience attractiveness perceived by tourists, as well as tourists’ attitude and behavioral intention. Tourists who have taken part in any kind of Celebrations were treated as the sample population. The questionnaires were distributed in person upon convenience sampling, and 562 effective samples were retrieved. The results showed that Celebration activities, Celebration merchandises, surroundings, and history and culture have significant positive effects on the experience attractiveness perceived by tourists. Celebrations and culture also have a significant positive effect on tourists’ attitude. However, Celebration merchandises and surroundings have no significant effect on tourists’ attitude. Experience attractiveness has a significant positive effect on attitude and behavioral intention, suggesting that when Celebrations are more attractive to tourists, they feel more delighted, and have stronger behavioral intention.