Enhancing School Appeal: How Experiential Marketing Influences Perceived School Attractiveness in the Urban Context.

This study investigates how school marketing strategies influence parents' perceived school attractiveness (PSA) in urban contexts, emphasizing the mediating role of parents' perceptions of being welcomed. Using Structural Equation Modeling and Cluster Analysis on 510 parent questionnaires from Hong Kong, the research distinguishes two experiential marketing strategies: one-way dissemination of materials and interactive social networking, finding that social networking positively affects PSA through enhancing parents' feeling of being welcomed, while disseminating materials may have a negative effect. Parents' value orientations toward schooling were categorized into three profiles—unconcerned, belief-oriented, and competency-oriented—with marketing strategies impacting these groups differently, highlighting the need for schools to tailor engagement approaches accordingly. The findings suggest that fostering interactive, welcoming environments and understanding diverse parental priorities are crucial for schools aiming to improve attractiveness and enrollment through targeted marketing efforts.