The Effect of Experiential Marketing on Relationship Orientation in Local Festival -Focus on the Cheongju International Craft Binennale-

지역축제 체험마케팅이 관계지향성에 미치는 영향 -청주국제공예비엔날레를 중심으로-

  • Lee, Yk-Su (Division of Tourism, Cheongju University)
  • Received : 2012.01.09
  • Accepted : 2012.02.10
  • Published : 2012.02.29


This research the impacts of the experiential marketing elements to the relationashin orientation and the results are as follow. It showed items of emotional experience, cognitive experiences, ative experience, relationshin experience positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the relationship orientation. This is scientifically could suggest the basis to enlarge the scope of application. Also it could suggest industrially a lot of implications to establish the marketing strategy of the festival and reinforcing strategy of the relationship orientation.


Festival;Experience marketing;Relationship orientation


Supported by : 청주대학교 경영경제연구소


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