The Impact of Event Marketing on Global City Through Taipei Flora

• Main Authors: Yi-Hsuan Ho, 何怡萱
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23413399986582084214

碩士 === 銘傳大學 === 國際企業學系碩士班 === 99 === Foreign Policy (2008) proposed the global city index including from business activity, human capital, information exchange, cultural experience to political engagement and have investigated the main cities in the world by using the index. In view of the above, the main purposes of this study are: (1) Examining if the status of global city can promote by event marketing. (2) In terms of consumer, examining if the tourism desire of global city through event marketing. (3) Would the advertisement of city image reinforce the effect on event marketing and tourism desire? (4) Would the advertisement of city image reinforce the effect on global city tactics and tourism desire? (5) What differences among global cities? (6) Examining if the consumer of tourism desire can promote through global city tactics. The hypotheses of the research were test by SPSS technique. The target products of the research are Taipei. The research used quota sampling to gather the data. The results are as follows: (1) Eventing marketing is related positively toward global city tactics and tourism desire. (2) The promption of global city tactics will aroused by event marketing and advertisement. (3) Although event marketing will reinforce tourism desire, it is not moderated by advertisement. (4) There are differences between the global cities. (5) The global city tactics are important determinant of tourism desire.