A Study on Experiential Marketing for Indigenous Festival Events: A Case Study of the Harvest Festival of Fatt’an Amis

[[abstract]]In particular, the cultural and creative industry was one of the six key emerging industries in recent years. All local governments tried to hold various activities with local characteristics of the festival and with the new packaging "cultural industry, industrial culture" to increase tourism consumption. This study, targeting at Harvest Festival of Fatt’an Amis from Hualian County, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. Furthermore, a Harvest Festival of Fatt’an Amis experiential marketing strategy was developed. It is found that most of the participants in Harvest Festival of Fatt’an Amis had the concept of two-dimensional quality. Therefore, two-dimensional form instead of one-dimensional form should be considered in the quality factors planning. From the result of Kano two-dimensional quality model analysis in Harvest Festival of Fatt’an Amis, the attractive quality are most for the related experience, the increase of the coefficient in the highest satisfaction dimensions is the sense experience. It would be recommended that the business owner should pay special intentions to the planning of this factor