2023 年 7 巻 2 号 p. 2_11-2_20
Art exhibitions serve as one of the major activities held in cultural parks. This study investigates whether the experience design of arts and cultural exhibitions improve visitors' loyalty to brand loyalty of the park. This study was based on theories of experiential marketing of exhibitions, experiential value, and brand loyalty of the park; and examines the relationship between them. A total of 291 valid questionnaire responses were collected. Reliability analysis, Pearson's correlation coefficient, regression analysis, and mean validation were conducted to examine the relationship between experiential marketing, experiential value, and the park's brand loyalty, as well as the possible influences of some demographic variables; these analysis verifies the four hypotheses of this study. In the study, we also discussed the proposals for the operation of cultural parks and curatorial practices.
