良好的識別將有助於和消費者建立起長久穩健的關係。因此，節慶活動主辦單位，必須隨時注意其識別內涵各要素是否能互相配合，讓消費者能有效地知覺並認同，才能行銷地方以達地方產業永續發展之目標。 It’s a new trend to promote places by special events recently. A good special event not only need content and quality, but also should cause consumers’ love and long-term participation and support. It’s an important key that consumers identify special events. Once after consumers have identification with special events, namely will establish strong relation. So, purposes of this study are exploring the identity content of special events, and which characteristics influencing consumers’ perception and identification.
This study selects three special events including 2005 Yilan International Children’s Folklore & Folkgame Festival, Hualien International Stone Sculpture Festival and Festival of Austronesian & Formosa Cultures in Taitung. The business and management graduate students in Tamkang University are subjects of interest. The study total collects 313 valid questionnaires. Regression analysis is adopted to verify the hypotheses.
The results of the study show that distinctiveness of special event identity content , prestige of special event identity content and similarity between special event identity content and self-concept significantly positively influence places positive image and recommendation. It also means that when special events satisfy consumers’ self-definitional needs, consumers will have well places image and recommend this event for others. Besides, consumers’ participation is mainly affected by similarity between special event identity content and self-concept. Finally, the moderate effect of the perceived trustworthiness of special event is not significant.
A good identity will contribute to build long- term relationships with consumers. So, special event sponsors should pay attention to whether every key element of identity content can cooperate with each other, let consumers effectively perceive and identify, promote places and achieve sustainability development of places industry.