The cultural and creative industries are the focus of economic development in many countries around the world. The revitalization of historic sites, historic buildings, idle spaces and facilities in cultural creative parks can drive the development of the cultural and creative industries. In addition to government and business management, the experience and perception of visitors in cultural creative parks is the key to the success of the park. Therefore, visitor experience assessment is an important issue. This study takes Huashan 1914 Creative Park as an example to explore the influence of different types of visitor perceived experiential marketing variables of Strategic Experientail Modules on attitudes and behavioral intentions, and to test the moderating effects of purpose of visit on the interrelation among experiential marketing, behavioral intention and revisit intention.
Scales of initial questionnaire was drafted from previous literature. Invited experts examined initial questionnaire before pretest and item analysis. After modified questionnaire, on-site survey performed at Huashan 1914 Creative Park. The structural equation model was analyzed with partial least square method based on the reflective measurement model of experiential marketing, and further compared by PLS-MGA group analysis. The results of the study found that the dimensions of experiential marketing perceived by tourists are feel, sense, relate, think, and finally act experience. Experiential marketing has a considerable impact on attitudes. Results of multiple group analysis revealed difference between the cultural creative experience and the commercial experience group in the experience of affecting attitudes, or attitudes toward revisiting will or word-of-mouth promotion. Findings of this study not only provide managerial implications but also can be used as the foundation for further research.
