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Effectiveness of a communication model in city branding using events: The case of the Taiwan Lantern festival

Tain-Shyug Lee (Fu Jen Catholic University, Taipei, Taiwan)
Chung Ling Huh (Fu Jen Catholic University, Taipei, Taiwan)
Hung-Ming Yeh (Department of Accounting, Fu Jen Catholic University, Taipei, Taiwan)
Wei-Guang Tsaur (Department of Economics, Fu Jen Catholic University, Taipei, Taiwan)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 6 June 2016

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Abstract

Purpose

The purpose of this paper is threefold: developing an effectiveness communication model for a city rotary event. Empirical validation of the new effectiveness model based on a city cultural festival event to explore the similarity and difference of perception change on event attendance. Providing a structural equation modeling (SEM) analysis of communication model for both professional event organizers and PCO guidelines when determining an event’s marketing strategy priorities.

Design/methodology/approach

The authors use SEM to verify the relationship between variables, and path coefficient comparison analysis which was adapted for model verification and hypothesis testing. Analytical methods included reliability analysis, descriptive statistical analysis, Hotelling T 2-test, SEM analysis.

Findings

This result demonstrates that attendee increased their emotion, attitude, city brand image as result of the event activities, and positive event emotions have the highest influence toward to a positive city’s brand emotion. A positive city brand emotion especially has the second highest influence on attendee next event retentions. A positive city brand emotion will lead to a positive city brand attitude, but city brand attitudes will not have a positive impact on retentions.

Originality/value

The contribution and value of this study is that the authors established a new effectiveness communication model which introduce the city branding concept into the research. The study provides empirical evidence of the effectiveness illustrations of the application in the communication model. The research meets the objective in this effectiveness communication model. It illustrates the directions for how an event should be designed in order to create a positive city brand attitude for retention.

Keywords

Acknowledgements

The authors thank Dr Ben-Chang Shia of the Taipei Medical University, Big Data Research and School of Management for his continuous guidance and directions toward this research study.

Citation

Lee, T.-S., Huh, C.L., Yeh, H.-M. and Tsaur, W.-G. (2016), "Effectiveness of a communication model in city branding using events: The case of the Taiwan Lantern festival", International Journal of Event and Festival Management, Vol. 7 No. 2, pp. 137-148. https://doi.org/10.1108/IJEFM-01-2016-0001

Publisher

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Emerald Group Publishing Limited

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