Effects of Social Responsibility and Corporate Image on Online Word of Mouth in Cultural and Creative MICE industry

Abstract

The emergence of global cultural and creative industry in past years has the exhibition appear diverse function and complicated styles. It would test the decision making of curators or curating teams extending the influence of exhibition and creating new value with smart curating, loan, or renewal. In this case, it becomes a primary issue for curators or curating teams mastering points in the planning and conducting, deepening experience, and matching audience’s needs to advance MICE events and drive innovative economic development. Aiming at consumers of cultural and creative MICE industry in Kaohsiung City, as the research objects, total 400 copies of questionnaire are distributed, and 284 valid copies are retrieved, with the retrieval rate 71%. The concept of corporate social responsibility is gradually emphasized in past years. Under the environmental trend, owners in the world realize the importance of corporate social responsibility and the irresistibility of the trend. The participation in corporate social responsibility of cultural and creative MICE industry indeed could enhance consumers’ image of cultural and creative MICE industry. According to the result to propose suggestions, it is expected to help domestic cultural and creative MICE industry build good corporate image through social responsibility to effectively master online word of mouth.