| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 102 === In recent years, the creative industries become a popular issue in the world,
included Taiwan. However, creative industries park is the most mature industry
of the creative industries now. It develops the culture of cities by using the old buildings to create some new ideas. Therefore, it not only becomes a new way to promote the city tourism, but also develop some popular creative industries
parks now. For example, the Huashan Creative Park, Songshan Cultural Park and Pier-2 Art Center are the most popular creative parks in Taiwan.
This study focuses on the consumers which had visited the creative industries park as the research objectives. The final sample was comprised of 286 valid questionnaires by using the intercept- and paper-based questionnaire survey and web-based survey (online survey).
The empirical results indicate that brand identification and lifestyle-congruence can empirically affect experiential value. It means that if the creative industries park can develop the brand popularity, park''s atmosphere; understanding the consumer''s lifestyle opinions and conforming the image of the
park and consumer. It could positive develop the consumer''s experiential value.
Thus, we suggest that the managers of the creative industries parks can enhance
the atmosphere of parks by making a more comfortable environment. Also, understanding the consumer''s life-style included their opinion, thought and
hobby. It can develop the brand image of the creative industries park to the
customers.
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