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.
Highlights
People’s knowledge about the world in recent years has increased immensely, reinforcing their desire for diverse travel experiences
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, 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
Summary
People’s knowledge about the world in recent years has increased immensely, reinforcing their desire for diverse travel experiences. They intend to approach different cultures in different regions by travel, resulting in the strong development of the global tourism industry (Ministry of Culture, 2013). Governments and industries of different countries are all making efforts to promote buildings and sites with local cultural features in order to attract visitors through these characteristics that are different from other areas. They enhance the local tourism industry and national development. An essential condition to promote local characteristics is the construction of impressive buildings as local landmarks to strengthen people’s impression by physical forms
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