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Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts

Author

Listed:
  • Sizhen Lai

    (School of Urban and Regional Science, East China Normal University, Shanghai 200062, China)

  • Shuning Zhang

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

  • Ling Zhang

    (School of Mathematics and Information Engineering, Longyan University, Longyan 364012, China)

  • Hsien-Wei Tseng

    (School of Mathematics and Information Engineering, Longyan University, Longyan 364012, China)

  • Yan-Chyuan Shiau

    (College of Architecture & Design, Chung Hua University, Hsinchu 30012, Taiwan)

Abstract

Cultural and creative tourism is emerging in tourism industry with the potential to be sustainable as an important carrier of traditional culture. This study adopts stimulus–response theory in a cultural integration perspective to investigate how tourists’ cultural memories, cultural contact, and attitude to culture affect their revisit intention. With the questionnaire survey responses from 651 tourists and structural equation modeling method, it was found that tourists’ cultural contact affected their revisit intentions directly and indirectly through cultural memory. Attitude to culture played critical moderating roles in the effects of tourists’ cultural contact on their cultural memory and revisit intention, but it had no significant impact on the relationship between tourists’ cultural memory and their revisit intention. This study indicates that cultural memory dominates tourists’ behavioral decisions, while attitude to culture highlights different effects at different influence paths. The findings provide marketers and managers with strategies for the sustainable development of cultural and creative districts.

Suggested Citation

  • Sizhen Lai & Shuning Zhang & Ling Zhang & Hsien-Wei Tseng & Yan-Chyuan Shiau, 2021. "Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2416-:d:504658
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    References listed on IDEAS

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    Cited by:

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