Construction and Comparison of a Correlation Model on the Marketing Effect of Cultural and Creative Landmarks on Regional Tourism Development

Shwu-Ing Wu

Journal of Management and Sustainability, 2017, vol. 7, issue 3, 90-100

Abstract: The marketing of cultural and creative landmarks has become important ever since it has been associated with the connection between regional development and people¡¯s needs, thus making it is an urgent issue of regional tourism sustainability. From Taipei, Taichung, and Kaohsiung of Taiwan, this study respectively selects one cultural and creative landmark that represents the city as the targets and explores tourists who have visited any of these landmarks in order to analyze the effects of characteristics, surroundings, and marketing activities of cultural and creative landmarks on the public¡¯s perceived value and regional attraction. It also constructs a correlation model. After analyzing 578 valid questionnaires, this study realizes that surroundings are the most critical factor influencing people¡¯s perceived value of cultural and creative landmarks and enhance a regional attraction; the second most critical factor is the effect of landmark characteristics. However, the impact of marketing activities is insignificant. It shows that people¡¯ perception of the marketing activities of cultural and creative landmarks is low. Therefore, in the future the marketing activities of cultural and creative landmarks should come from the aspect of improvement.

Keywords: cultural and creative landmarks; perceived value; regional attraction (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:jmsjnl:v:7:y:2017:i:3:p:90-100

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