Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy

Baoyin Hu

doi:10.47297/wspciWSP2516-252737.20250902

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9卷第2期

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Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy
Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy
Qilu Institute of Technology
2025年9卷第2期页码：186-189
纸质出版日期：2025-04-23
DOI：10.47297/wspciWSP2516-252737.20250902
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(2025). Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy. 创意与创新（英文版）, 9(2), 186-189.

Hu Baoyin.Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy[J].Creativity and Innovation,2025,09(02):186-189.
(2025). Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy. 创意与创新（英文版）, 9(2), 186-189. DOI： 10.47297/wspciWSP2516-252737.20250902.

Hu Baoyin.Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy[J].Creativity and Innovation,2025,09(02):186-189. DOI： 10.47297/wspciWSP2516-252737.20250902.

摘要

Abstract

Festival activities play a significant role in promoting brand communication intention in terms of emotional experience

immersive participation and shaping unique memories. Emotional experience can deepen the emotional bond between brands and consumers and strengthen emotional resonance. Immersive participation can enhance consumers' identification and sense of belonging to brands. The creation of unique memories gives brand communication more lasting vitality. Based on the above findings

this paper proposes strategies such as multi-sensory interactive design

digital technology integration and deep integration of brand culture

aiming to further improve the brand communication efficiency of festival activities

and provide theoretical basis and practical reference for enterprises to plan more attractive and communicative festival activities under the experience economy.

关键词

Keywords

references

Liu, Y. Q. (2024). Research on the Development of Rural Festival Tourism Branding under the Background of Rural Revitalization Strategy. Gansu Agriculture, (03), 29-35.

Mondloch K. (2022). The Influencers: Van Gogh Immersive Experiences and the Attention-Experience Economy. Arts, 11(5).

Addis M., Miniero G., & Ricotta F. (2018). Building Brands Through Experiential Events: When Entertainment Meets Education. African Journal of Business Management, 12(20).

Liu, S. H. (2024). The Influence of Marine Culture Festivals on Improving Regional Tourism Attraction: Taking Quanzhou Marine Culture Festival as an Example. China Angling Magazine, (08), 45-47.

Geng, N. X. (2022). Research on Brand Integrated Marketing Communication of Kaifeng Qingming Cultural Festival (Master's thesis). Henan University.

He J X,Wang C L. (2017). How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood: An Empirical Study in China. International Marketing Review, 34(4), 463-479.

Peng, M. H. (2021). Research on the Culture Brand Construction of Chinese Traditional Folk Festival: Taking Zigong Lantern Show as an Example (Master's thesis). Nanjing University of the Arts.

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