Recently, as Experiential Marketing(EM) are receiving public attention, its attempt is implemented in diverse areas such as electronics, fashion, architecture, tourism, hotel, and food service industry. Especially, in the Local Festival which is one of domestic tourism packages, EM is recognized as a differentiated strategy with other local festivals by enhancing the local festival’s brand value. Thus, this study is to suggest the effective EM strategy using experiential elements for the local festival as a way to differentiate with other local festival.
To demonstrate the effectiveness of EM, this research examined the effect of experiential elements(feel, think, relate) on visitors’ satisfaction, brand attitude, and revisit intention. For the purpose of this study, a total of 209 questionnaires were collected from visitors participated in Mungyeong Omija festival, and the data was analyzed by using AMOS 18.0.
Results of this study are as follows. First, three experiential elements (feel, think, relate) influenced visitors’ satisfaction. Especially, ‘think’ element was the most influential element in visitors’ satisfaction as enhancing participation in festival by rising interests and stimulating curiosity from visitors. Second, three elements(feel, think, relate) showed positive effects on brand attitude. Espeicially, ‘feel’ element was the most influential element in forming positive attitude about the local festival by providing emotional happiness and pleasure to visitors. Third, visitors’ satisfaction showed positive effect on brand attitude. Fourth, visitors’ satisfaction and brand attitude showed positive effect on revisit intention.
The local festival became the merchandise as representing the brand value for the local area. This study examined the effects of experiential elements which can differentiate the local festival from other typical festivals. However, the limitation of this study is in difficulty of applying the concept of experiential elements from experiential marketing in the business administration. Further research needs to modify the theoretical concepts about the experiential elements of the local festival and to develop diverse scales.