Creative Tourism: A Preliminary Examination of Creative Tourists’ Motivation, Experience, Perceived Value and Revisit Intention

in Foreign journals(other), 國外期刊(其他)
標題Creative Tourism: A Preliminary Examination of Creative Tourists’ Motivation, Experience, Perceived Value and Revisit Intention
AuthorsYu Chih Huang, 黃裕智
出版日期2014 / 9

Purpose – The ever-growing concept of creativity has been introduced into the tourism field. Creative tourism has been viewed as a strategy to regenerate destinations physically, culturally and socially. In order to develop tourism products and provide services that integrate the concept of creativity to satisfy tourists’ needs by developing a more active and long lasting form of experience, this study examines tourist consumption psychology in the context of creative tourism destinations. Past studies have identified motivation, perceived value and experience as three major antecedents affecting tourists’ revisit intentions. Thus, the purpose of this study is to investigate the relationships between tourists’ motivation, experience, perceived value and revisit intentions to creative tourism destinations.

Design/methodology/approach – The empirical study was carried out in three popular creative tourism spots, Meinong, Shuili and Yingge, located respectively in the north, middle and south of Taiwan. These creative tourism sites provide pottery, crafts, arts, workshops and other creative activities that integrate authentic local culture to engage tourists with fulfilling and meaningful experiences. The on-site survey was conducted on both weekdays and weekends during March 2012. Self-administrated questionnaires were distributed to participants who were systematically selected at the main gate of the study areas. A total of 417 questionnaires were collected.

Findings – The results indicated that on-site tourism experience was the most influential antecedent of revisit intention to creative tourism sites in terms of the magnitude of the standardized coefficient. The unique variances of motivation factors and perceived value were too small to be statistically significant to explain revisit intentions. The present study contributes to the ever-increasing tendency for creative industries in Taiwan to develop creative tourism products and services that encompass authentic local culture and art in enhancing tourist experience.

Originality/value – For business operators, this study suggests that if owners of creative destinations would like to attract repeat tourists, the tourists’ experiences are surely critical in developing service blueprints to meet the needs and wants of customers; they should pay more attention to understanding what tourists experience when they visit creative tourism attractions.

期刊名稱International Journal of Culture, Tourism, and Hospitality Research
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