The Impact of Music Festival Influence on City Reputation: A Case Study of Xiamen City, China
Keywords:
Music festival influence, City image, City reputation, XiamenAbstract
Music festival is not only an important marketing tool to improve the city image, but also a significant way to improve city reputation. This study will take the music festival in Xiamen, China as case to explore impact of the music festival influence on the city reputation. The study is using the questionnaire survey of the participants of the music festival before questionnaires were processed by a structural equations model. The results show that music festival influence positively impact on city reputation, music festival influence positively impact on city image, city image positively impact on the city reputation and city image plays a part of the mediating role in the process of music festival influence on city reputation. The study not only discusses the mechanism of music festival influence and city reputation but also provides management strategies based on the above research results.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของ มหาวิทยาลัยมหามกุฏราชวิทยาลัย วิทยาเขตสิรินธรราชวิทยาลัย
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับหาวิทยาลัยมหามกุฏราชวิทยาลัย วิทยาเขตสิรินธรราชวิทยาลัย และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
