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

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.