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Creative experiences, memorability and revisit intention in creative tourism

Author

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  • Wei-Li Hung
  • Yi-Ju Lee
  • Po-Hsuan Huang

Abstract

The objective of this study was to identify hypothesised relationships among creative experiences, memorability, and revisit intentions in creative tourism. Face-to-face questionnaire survey was adopted and 399 valid questionnaires were collected in the pottery town of Yingge in Taiwan. The results show significantly positive relationships among creative experiences, memorability, and revisit intentions. Structural equation modelling analysis verified that memorability fully mediated the effect of creative experiences on revisit intentions. The study suggests that memorability may be a more appropriate predictor to revisit intentions, particularly in the case of creative activities.

Suggested Citation

  • Wei-Li Hung & Yi-Ju Lee & Po-Hsuan Huang, 2016. "Creative experiences, memorability and revisit intention in creative tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 19(8), pages 763-770, July.
    • Handle: RePEc:taf:rcitxx:v:19:y:2016:i:8:p:763-770
    DOI: 10.1080/13683500.2013.877422
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    Cited by:

    1. Anuja Shukla & Anubhav Mishra, 2023. "Effects of Visual Information and Argument Concreteness on Purchase Intention of Consumers Towards Online Hotel Booking," Vision, , vol. 27(5), pages 639-649, November.
    2. Camelia Surugiu & Marius-Răzvan Surugiu & Cătălin Grădinaru, 2023. "Targeting Creativity Through Sentiment Analysis: A Survey on Bucharest City Tourism," SAGE Open, , vol. 13(2), pages 21582440231, April.

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